Fast Fashion, Social Commerce & AI Personalization

Author(s)	Mr. Hariom Sharma, Mr. Md Akhil Khan, Ms. Muskan Thakur, Ms. Saloni Mane
Country	India
Abstract	Fast fashion and social commerce have converged into one of the defining forces in global retail. A survey of 124 Indian online shoppers — predominantly female (56%), aged 18–34 (65%) — reveals that while AI-powered recommendations are widely noticed (81% of respondents), consumer trust remains deeply divided. Globally, social commerce is on track to generate $919 billion in 2026; the fast-fashion market is valued at $260 billion; and McKinsey estimates that generative AI could add $150–$275 billion to the fashion industry within five years. The central tension explored in this paper is how platforms can harness AI personalization to drive purchase intent without triggering the privacy anxieties that erode consumer trust. Findings show that personalized discounts outperform product recommendations in generating purchase intent (61% positive response), and that the 26% of consumers who feel surveilled represent a material trust deficit that will cap AI-driven conversion if left unaddressed.
Keywords	AI Personalization, Consumer Trust, Fast Fashion, India, Social Commerce
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2026
Published On	2026-04-28
DOI	https://doi.org/10.63363/aijfr.2026.v07i02.5286

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