Document Type

Conference Proceeding

Publication Date

Winter 4-6-2026

Abstract

ABSTRACT

Artificial Intelligence (AI) has become prominent in Visual Marketing with rapid integration into Digital Marketing practices. AI-driven visuals, such as Augmented Reality, Virtual Influencers, and Generated Imagery, have all influenced Consumer Behaviour, specifically Customer Engagement and Purchase Intention of Luxury Fashion Customers, by enhancing product visualization, evoking emotional reactions, and reducing purchase uncertainty. Although the impact of AI-generated visuals is primarily notable in online environments, it also offers an enhanced experience within offline settings. AI-generated visuals enable immersive and personalized experiences that transform traditional marketing practices. Correspondingly, potential concerns like over automation, data privacy breaches, and perceived authenticity loss are also contingent. This State-of-the-Art (SotA) paper presents and analyses 61 papers with the aim of synthetising established opportunities, challenges, and research gaps, while providing directions for future research on the study of the impact of AI Visual Marketing on Customer Engagement and Purchase Intention in the Luxury Fashion Industry. To ensure reliability, all cited papers are peer-reviewed and sourced from credible databases, including Scopus, Web of Science, and Google Scholar, from the year 2021 to 2025. All papers were examined with the purpose of investigating the types of AI Visuals, as well as their impact on Customer Engagement and Purchase Intention. This paper offers Practical Implications for Luxury brands aiming to integrate AI Visuals into their strategies without compromising their brand’s authenticity or risking customers’ apprehensions.

Keywords: AI Visual Marketing, Customer Engagement, Purchase Intention, Luxury Fashion Industry

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