Summary of Research Evolution and Interventions

1. Research Evolution

My inquiry began with an interest in cultural stereotypes and AI-driven creative control (Blog 1). I explored how contemporary Chinese aesthetics are often reduced to outdated symbols in global visual discourse, and experimented with generative AI to reconstruct more emotionally resonant narratives.

Through tutorial feedback (Blog 2), I realised my scope was still too broad and refined the focus to brand identity. Drawing on Conti et al. (2020), I learned that brand identity consists of both visual codes (logos, fabrics, styles, patterns) and narrative elements (history, values, ambassadors).

Later, I observed (Blog 3) that AI outputs often diverged from intended aesthetics—through colour drift, style ambiguity, and mood mismatches—which raised concerns about AI’s impact on brand distinctiveness.

An expert interview (Blog 4) confirmed these challenges, emphasising difficulties in maintaining colour accuracy, stylistic consistency, and emotional expression when using AI in practice. This brought me to focus on emotional connection as a critical dimension of brand–consumer relationships (Blog 5).

This evolution led to the central research question:

How can fashion brands ensure that AI-generated visual content preserves, rather than undermines, consumers’ emotional connection to the brand?

2. Interventions

Intervention 1: Testing Emotional Acceptance

• Aim: Test whether consumer acceptance of AI-generated visuals changes depending on realism (verisimilitude).
• Findings:
  • High realism reduced rejection.
  • Brand trust moderated acceptance: trusted brands enjoyed more tolerance.
  • Emotional warmth and imperfection remained weak points.
  • Context and generational differences shaped perceptions.
• Conclusion: Consumer attitudes shift quickly depending on visual elements; setting boundaries around realism and trust can reduce negative effects.

Intervention 2: Emotional Boundary Experiment

• Aim: Identify factors that define the “emotional non-harm boundaries” of AI in brand visuals.
• Key Dimensions:
  1. Platform/Media fit – effectiveness depends on context and quality.
  2. Transparency – disclosure increases trust but may lower warmth.
  3. Human models – replacement provokes backlash.
  4. Over-perfection/eeriness – reduces authenticity and trust.
• Conclusion: AI is welcomed in supporting roles (backgrounds, props, retouching) but replacing human figures undermines consumer connection.

Intervention 3: Participatory AI Visual Generation Experiment

• Aim: Explore whether participatory co-creation increases emotional connection.
• Method: Participants provided prompts (colour, scenario) integrated into AI visuals.
• Findings:
  • Pre-test: Realism rated highest, but emotional resonance weak.
  • Post-test: Warmth, resonance, and realism all declined. Yet 52.6% agreed “the brand understands me.”
  • Participation shifted perception but did not generate strong emotional bonds.
• Conclusion: Co-creation fosters recognition (“I feel understood”), but without higher-quality outputs, it does not translate into genuine resonance.

3. Overall Insights

1. Realism does not equal emotional resonance — AI can produce convincing visuals, but they often lack human warmth.
2. Boundaries are clear — Consumers accept AI for backgrounds, props, and retouching, but reject it for core human figures.
3. Transparency is a double-edged sword — boosts credibility but can reduce emotional warmth if overemphasised.
4. Participation has potential but limits — being part of the process increases perceived understanding, yet quality gaps prevent deeper connection.

4. Practical Contribution

The findings across interventions form the basis of a Brand AI Usage Boundary Guide. This guide can help brands:

• Enhance efficiency while safeguarding emotional connection.
• Define safe vs. sensitive application zones.
• Combine participatory design with technical quality to balance perceived understanding with authentic resonance.

✨ In one sentence:
AI-generated visuals can improve efficiency and realism, but without clear boundaries and emotional safeguards, they risk eroding the very distinctiveness and connection that fashion brands rely on.