Publication Details
Abstract
This study investigated the psychological aspects of clothing in the era of Artificial Intelligence (AI) in Nigeria, focusing on how AI-driven tools influence consumer self-identity, self-expression, confidence, and satisfaction, as well as designers’ creativity and perception of authenticity. The research adopted a descriptive survey design, targeting 250 fashion consumers and 150 fashion designers/entrepreneurs across major urban centers including Lagos, Abuja, Port Harcourt, and Ibadan. Data were collected using a structured questionnaire with both Likert-scale and open-ended items, and analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The findings revealed that AI-driven clothing tools significantly enhance self-identity and self-expression among Nigerian consumers, enabling experimentation with new styles and boosting confidence in personal fashion choices. AI-mediated clothing recommendations were found to increase consumer satisfaction and confidence, supporting informed decision-making and reducing uncertainty in purchases. Among designers, AI adoption was positively associated with creativity and innovation, although concerns regarding maintaining authenticity in culturally aligned designs were noted. All three formulated hypotheses were supported at p < 0.05, indicating significant relationships between AI adoption and psychological outcomes. The study concludes that AI functions as both a creative and psychological enabler in the Nigerian fashion industry, offering benefits for consumers and designers alike. Recommendations include promoting digital literacy, supporting culturally responsive AI applications, and increasing accessibility of AI tools for fashion stakeholders. The study further suggests longitudinal and cross-cultural research to explore the evolving impact of AI on fashion psychology and creative practices.