Transforming The Garment Industry: The Effect of Generative AI on Efficiency and Managerial Decision-Making

The fashion industry is changing quickly as Generative Artificial Intelligence (AI) becomes part of modern marketing practices. Today, brands are using AI not just as a tool, but as a strategic partner to better understand their customers and create more meaningful connections. This study looks at how Generative AI is reshaping fashion marketing by enabling personalized experiences, strengthening customer engagement, and supporting the creation of innovative and appealing content. By analyzing customer behavior and market trends, AI helps brands design targeted campaigns, anticipate fashion preferences, and offer customized solutions that match individual tastes. In addition, the study highlights how Generative AI supports better decision-making and smoother coordination within garment organizations. Through survey responses and statistical analysis, the findings show that many respondents consider AI a valuable asset that improves marketing performance and enhances competitiveness. At the same time, the research acknowledges certain challenges, including concerns about data privacy and the cost of implementation. Overall, Generative AI is emerging as a powerful force that is shaping the future direction of fashion marketing.