# Project Description

AI Models & Consumer-Brand Engagement in Fashion

ERIN LIU

Summary

Final work

College London College of Fashion

Course MSc Strategic Fashion Management

Graduation year 2025

As a strategic fashion management researcher, I am deeply interested in how emerging usage of technology within fashion visually, particularly artificial intelligence (AI), impact consumer psychology, perceptions and digital engagement. My approach is based on combining empirical research with real-world examples, employing quantitative analysis to generate evidence-based insights.

For my final major project, i investigated how different perceptions towards AI-generated models impact consumer-brand engagement using a quantitative experimental design. Specifically, my study focuses on visual realism, social presence, authenticity, credibility and uncanny valley. These findings offer adaptable and foundational insights for brands navigating the integration of AI-generated models within campaigns while preserving the human essence that underpins emotionally resonant and trust-driven brand engagement outcomes.

Final work

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As a strategic fashion management researcher, I am deeply interested in how emerging usage of technology within fashion visually, particularly artificial intelligence (AI), impact consumer psychology, perceptions and digital engagement. My approach is based on combining empiri...

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