TY  - JOUR
TI  - The impact of AI-powered personalisation on consumer purchase decisions in the textile sector
AU  - Mihalcescu, Horia
AU  - Chivu (Popa), Raluca-Giorgiana
AU  - Ciocodeica, David-Florin
AU  - Popa, Ionut-Claudiu
AU  - Munthiu, Maria-Cristiana
T2  - Industria Textila
AB  - n the context of accelerated digital transformation and shifting consumer expectations regarding online shopping
experiences, digital marketing in the textile industry faces both significant challenges and emerging opportunities. This
study investigates how artificial intelligence (AI) contributes to shaping consumer preferences by personalising
commercial communication, generating relevant product recommendations, and automating interactions between
brands and users.
By combining a literature review with primary data collected through a survey of 358 Romanian consumers active in
digital environments, the research explores their perceptions of AI-driven online marketing. The results indicate that 61%
of respondents view artificial intelligence as a helpful factor in their decision-making process, while 55% consider
personalised recommendations to be relevant in selecting clothing products. At the same time, a substantial segment of
users expresses concerns related to algorithmic transparency and the level of control offered.
The article proposes a conceptual model for integrating AI into digital marketing strategies, with a focus on personalising
the shopping experience and influencing purchase intention. The findings support the need for data-driven, con-
sumer-centred approaches that leverage automation to deliver added value in the textile industry through the use of
advanced technologies
DA  - 2026/05/05/
PY  - 2026
DO  - 10.35530/IT.077.02.2025108
DP  - DOI.org (Crossref)
SP  - 213
SN  - 1222-5347
UR  - https://revistaindustriatextila.ro/images/2026/2/004%20HORIA%20MIHALCESCU_INDUSTRIA%20TEXTILA%20no.2_2026.pdf
Y2  - 2026/05/17/13:54:16
ER  -