Transformace módního marketingu pomocí umělé inteligence: Možnosti umělé inteligence při formování vnímání značky a důvěry spotřebitelů

This thesis investigates the transformative character of artificial intelligence (AI) in the field of fashion marketing. The main goal of the research is to understand the possibilities of AI in shaping brand perception and consumer trust. The theoretical framework is based on marketing AI technologies, the fashion industry, brand perception and consumer trust, and the challenges and ethical considerations when using AI. A qualitative research approach, including semi-structured in-depth interviews with industry experts, constitutes the primary data collection method. The results of the data analysis are presented and discussed, and recommendations to fashion companies and their marketing departments are given. The results of this study indicate that AI has a transformative character and can shape brand perception and consumer trust in fashion marketing by precisely implementing AI-enabled applications in the brand funnel. However, aligning AI integrations with brand strategy and positioning is crucial to achieving the desired positive effects.