ADTANK survey: 30% of consumers use AI for apparel recommendations

A large-scale survey of approximately 14,000 consumers conducted by ADTANK Co., Ltd. reveals that 30% of people use AI recommendations, such as ChatGPT, as a reference when purchasing apparel. Among these users, 3% report trusting AI enough to make direct purchases, while 27% use AI suggestions as a baseline before conducting their own research.

Despite this growing trend, 45% of respondents stated they do not trust AI recommendations at all for clothing. The findings suggest that in the apparel sector, AI is currently functioning more as a search and comparison tool rather than a final decision-maker. Because clothing purchases are heavily influenced by qualitative factors like brand worldview, styling, and material quality, the survey highlights a need for a new approach to AI Optimization (AIO).

ADTANK proposes a concept called ‘Narrative-style AIO,’ which focuses on providing AI with emotional and contextual primary information—such as brand stories, design philosophies, and manufacturing backgrounds—to ensure AI can accurately represent and recommend brands based on more than just technical specifications.