Are clothes shoppers ready for AI in apparel retail?

Artificial intelligence tools are becoming increasingly visible across the retail landscape, and apparel retail is no exception. From AI-based concierges in physical stores to chatbots that recommend styles, sizes, and outfits online, retailers are exploring where the technology might fit into the shopping journey.

But are shoppers ready for it?

New YouGov data among clothes shoppers – including those who shop for clothing online, in-store, or both – suggests that while there are clear pockets of interest in AI-led retail experiences, there is also plenty of resistance for brands to work around.

Interest in AI as an apparel discovery mechanism: Interest is muted across generations

When it comes to discovering new clothing or brands, AI currently ranks low on the list of potential information sources.

Among U.S. adults who shop for clothes, three-fifths say they are interested in discovering new styles and brands by simply browsing in stores (60%). Retailer websites or apps follow at 46%, while recommendations from friends or family account for 40%. Search engines are used by 37%, while a quarter of clothes shoppers say they use social media platforms for apparel discovery.

By comparison, AI-based sources occupy a much smaller role. Just 6% of clothes shoppers say they would be interested in using general artificial intelligence tools such as ChatGPT or Gemini to discover new clothing or brands. The same share say they would be interested in using AI chat tools built into shopping websites or apps.

There are some generational differences. Gen Z and Millennials show slightly higher levels of interest in AI-based routes than older groups. But even among younger shoppers, AI discovery sits well behind more established channels.

Shoppers see some uses for AI in apparel shopping, but there remains room for growth

Asked about specific ways they would be interested in using AI while shopping, the most popular use case is checking product availability or stock, selected by 26% of clothes shoppers. A similar share say they would be interested in getting size and fit recommendations (25%), while 21% are interested in discovering new products based on their preferences.

Interest is more limited when it comes to receiving styling or outfit suggestions, which 16% of clothes shoppers say they would be interested in.

While there is a reasonable degree of interest in select use cases, nearly half of clothes shoppers say they would not be interested in using AI while shopping for clothing. It is interesting to note that resistance is lowest among Millennials with just 39% saying they wouldn’t be interested, compared to more than half of Gen Z and Baby Boomers.

AI assistance in-store: Are apparel shoppers ready for it?

Implementation of AI in physical stores is another area of experimentation – in-store shopper assistance is one of the use cases being tested. Over a fifth of American in-store shoppers say they are comfortable with the concept (22%), while 20% say they are neither comfortable nor uncomfortable. 55% express discomfort, including 39% who say they are 'very’ uncomfortable.

Overall, the data suggests that there might be some appetite for help with decisions, recommendations, or store navigation, but there are also strong levels of wariness.

Privacy and the loss of human interaction are key barriers

The biggest concerns around AI in clothing shopping are privacy and data security, cited by 51% of clothes shoppers. Accuracy of recommendations follows closely at 47%, while 45% cite a lack of human interaction.

Other barriers include the technical difficulties or complexity of AI tools, mentioned by 34%, and limited personalization, cited by 25%.

These concerns show that resistance to AI in apparel retail is not just about unfamiliarity with the technology. Shoppers also have practical concerns about whether AI will work well, whether it will protect their data, and whether it will make the shopping experience feel less personal.

In spite of these concerns, other datapoints suggest that AI tools that help shoppers find the right size, locate stock, or narrow down relevant products could have room to grow, provided retailers address concerns around privacy, accuracy, and control.

Methodology: YouGov polled 1000 U.S. adults online on May 26. Most of the datapoints in this article are based on the responses of 957 U.S. adults who say they shop for clothes. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region.