Creativity and disinformation in artificial intelligence-driven fashion communication
Abstract
Fashion is an industry of constant changes and reflects societal alterations; therefore, fashion brands must always seek creative and innovative communication strategies for a positive brand reputation and be at the forefront of technology. Fashion communication shapes society’s needs and perceptions of reality, which are currently shifting due to the high density of various artificial intelligence technologies, including those that can recreate reality. Therefore, consumers are easy to deceive, and creative ways of communicating using artificial intelligence lead to creative ways of disinformation. The question arises as to which topics of creative use of artificial intelligence in the field of the fashion industry are the most widely studied and what the research gaps are. An integrative literature review focusing on papers published between January, 2016 and January, 2024 was conducted to answer the research question and clarify the tendencies of future research. The findings of this research show the emerging machine-washing concept as the topics that scholars are mostly focused on – the recreation of reality using deepfakes and altered images, digital influencers, and their messages.
Keyword : artificial intelligence, creative communication, digital influencers, disinformation, fashion communication, machine-washing, misinformation
How to Cite
Kamašauskė, S., & Sederevičiūtė-Pačiauskienė, Živilė. (2025). Creativity and disinformation in artificial intelligence-driven fashion communication. Creativity Studies, 18(1), 64–78. https://doi.org/10.3846/cs.2025.20891
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Aïmeur, E., Amri, S., & Brassard, G. (2023). Fake news, disinformation and misinformation in social media: A review. Social Network Analysis and Mining, 13. https://doi.org/10.1007/s13278-023-01028-5
Akrout, H., & Guercini, S. (2022). Sustainability in fashion and luxury marketing: Results, paradoxes and potentialities. Journal of Global Fashion Marketing, 13(2), 91–100. https://doi.org/10.1080/20932685.2021.2017320
Amato, G., Behrmann, M., Bimbot, F., Caramiaux, B., Falchi, F., Garcia, A., Geurts, J., Gibert, J., Gravier, G., Holken, H., Koenitz, H., Lefebvre, S., Liutkus, A., Lotte, F., Perkis, A., Redondo, R., Turrin, E., Vieville, Th., & Vincent, E. (2019). AI in the media and creative industries. arXiv. https://arxiv.org/pdf/1905.04175
Ameen, N., Sharma, G. D., Tarba, Sh., Rao, A., & Chopra, R. (2022). Toward advancing theory on creativity in marketing and artificial intelligence. Psychology and Marketing, 39(9), 1802–1825. https://doi.org/10.1002/mar.21699
Balabanova, E., Palmieri, R., & Liu, Z. (2023). Twitter (X), fast fashion and backlash: Argumentation and ethics on social media. Business and Professional Communication Quarterly. https://doi.org/10.1177/23294906231208411
Barevičiūtė, J. (2014). Pagrindiniai kūrybiškumo ir kūrybingumo aspektai šiuolaikiniuose humanitariniuose bei socialiniuose moksluose. Filosofija. Sociologija, 25(1), 19–28. https://doi.org/10.6001/fil-soc.2014.25.1.3
Baudrillard, J. (2006). Simulacra and simulation. The University of Michigan Press.
Benkler, Y. (2019). Don’t let industry write the rules for AI. Nature, 569(7755). https://doi.org/10.1038/d41586-019-01413-1
Bernini, F., Ferretti, P., Gonnella, C., & Rosa, la F. (2024). Measuring machinewashing under the corporate digital responsibility theory: A proposal for a methodological path. Business Ethics, the Environment and Responsibility. https://doi.org/10.1111/beer.12653
Boden, M. A. (1998). Creativity and artificial intelligence. Artificial Intelligence, 103(1–2), 347–356. https://doi.org/10.1016/S0004-3702(98)00055-1
Boden, M. A. (2004). The creative mind: Myths and mechanisms. Routledge. https://doi.org/10.4324/9780203508527
Bolesnikov, M., Popović Stijačić, M., Bhargavi Keswani, A., & Brkljač, N. (2022). Perception of innovative usage of AI in optimizing customer purchasing experience within the sustainable fashion industry. Sustainability, 14(16). https://doi.org/10.3390/su141610082
Bostrom, N., & Yudkowsky, E. (2014). The ethics of artificial intelligence. In K. Frankish & W. M. Ramsey (Eds.), The Cambridge handbook of artificial intelligence (pp. 316–334). Cambridge University Press. https://doi.org/10.1017/CBO9781139046855.020
Broussard, M. (2018). Artificial unintelligence: How computers misunderstand the world. The MIT Press. https://doi.org/10.7551/mitpress/11022.001.0001
Brundage, M., Avin, Sh., Clark, J., Toner, H., Eckersley, P., Garfinkel, B., Dafoe, A., Scharre, P., Zeitzoff, Th., Filar, B., Anderson, H., Roff, H., Allen, G. C., Steinhardt, J., Flynn, C., Ó hÉigeartaigh, S., Beard, S., Belfield, H., Farquhar, S., Lyle, C., Crootof, R., Evans, O., Page, M., Bryson, J., Yampolskiy, R., & Amodei, D. (2018). The malicious use of artificial intelligence: Forecasting, prevention, and mitigation. arXiv. https://arxiv.org/pdf/1802.07228
Butkowski, Ch., Humphreys, L., & Mall, U. (2024). Computing colorism: Skin tone in online retail imagery. Visual Communication, 23(2), 289–308. https://doi.org/10.1177/14703572221077444
Centre for Data Ethics and Innovation. (2019). Deepfakes and audio-visual disinformation. https://apo.org.au/sites/default/files/resource-files/2019-09/apo-nid267076.pdf
Chaturvedi, D. (2020). Implication of fashion communication in fashion industry. International Journal of Interdisciplinary Research in Arts and Humanities, 5(1), 9–10.
Colucci, M., & Pedroni, M. (2022). Got to be real: An investigation into the co-fabrication of authenticity by fashion companies and digital influencers. Journal of Consumer Culture, 22(4), 929–948. https://doi.org/10.1177/14695405211033665
Crisafulli, B., Quamina, L. T., & Singh, J. (2022). Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management, 104, 384–399. https://doi.org/10.1016/j.indmarman.2022.05.006
Cunningham, S., Hudson, Ch. C., & Harkness, K. (2021). Social media and depression symptoms: A meta-analysis. Research on Child and Adolescent Psychopathology, 49, 241–253. https://doi.org/10.1007/s10802-020-00715-7
Dada, Sh., & Jazi, S. (2022). The impact of digital influencers on consumer behavior: Towards a conceptual framework of purchase intention. In J. Kaswengi & A. Ingarao (Eds.), Springer Proceedings in Business and Economics. Brand, Label, and Product Intelligence: Second International Conference, COBLI 2021 (pp. 195–205). Springer International Publishing. https://doi.org/10.1007/978-3-030-95809-1_9
Dauvergne, P. (2020). AI in the wild: Sustainability in the age of artificial intelligence. Massachusetts Institute of Technology. https://doi.org/10.7551/mitpress/12350.001.0001
Forgas, J. P., & East, R. (2008). On being happy and gullible: Mood effects on skepticism and the detection of deception. Journal of Experimental Social Psychology, 44(5), 1362–1367. https://doi.org/10.1016/j.jesp.2008.04.010
Frankish, K., & Ramsey, W. M. (Eds.). (2014). The Cambridge handbook of artificial intelligence. Cambridge University Press. https://doi.org/10.1017/CBO9781139046855
Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187–204. https://doi.org/10.1080/20932685.2022.2039263
Gough, D., Oliver, S., & Thomas, J. (2017). An introduction to systematic reviews. Sage.
Gómez de Travesedo Rojas, R., & Gil Ramírez, M. (2020). From Twitter to Instagram: Which social network do fashion and beauty magazines choose? ICONO 14: Revista de comunicación y tecnologías emergentes, 18(1), 179–202. https://doi.org/10.7195/ri14.v18i1.1395
Greer, J., & Bruno, K. (1996). Greenwash: The reality behind corporate environmentalism. Third World Network.
Grilec Kaurić, A., Vukušić, D., & Dujić, D. (2020, 11–12 December). Communication strategies of luxury brands during COVID-19 crisis. In L. Burilović, T. Rados, & N. Recker (Eds.), Economic and Social Development. 63rd International Scientific Conference on Economic and Social Development Development Building Resilient Society: Book of Proceedings (pp. 281–290). VADEA/Sveučilište Sjever.
Groh, M., Epstein, Z., Firestone, Ch., & Picard, R. (2022). Deepfake detection by human crowds, machines, and machine-informed crowds. Proceedings of the National Academy of Sciences of the United States of America, 119(1). https://doi.org/10.1073/pnas.2110013119
Guzman, A. L., & Lewis, S. C. (2020). Artificial intelligence and communication: A human–machine communication research agenda. New Media and Society, 22(1), 70–86. https://doi.org/10.1177/1461444819858691
Hajli, N., Saeed, U., Tajvidi, M., & Shirazi, F. (2022). Social bots and the spread of disinformation in social media: The challenges of artificial intelligence. British Journal of Management, 33(3), 1238–1253. https://doi.org/10.1111/1467-8551.12554
Hall, S. (1973). Encoding and decoding in the television discourse. http://epapers.bham.ac.uk/2962/1/Hall%2C_1973%2C_Encoding_and_Decoding_in_the_Television_Discourse.pdf
Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Definition, research agenda, and ethical considerations. Journal of Computer-Mediated Communication, 25(1), 89–100. https://doi.org/10.1093/jcmc/zmz022
Harley Nobile, T., Noris, A., Kalbaska, N., & Cantoni, L. (2021). A review of digital fashion research: Before and beyond communication and marketing. International Journal of Fashion Design, Technology and Education, 14(3), 293–301. https://doi.org/10.1080/17543266.2021.1931476
Harreis, H., Koullias, Th., Roberts, R., & Te, K. (2023). Generative AI: Unlocking the future of fashion. McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/generative-ai-unlocking-the-future-of-fashion
Jeon, Y., Jin, S., Shih, P. C., & Han, K. (2021, May 8–13). FashionQ: An AI-driven creativity support tool for facilitating ideation in fashion design. In CHI ’21: Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems (pp. 1–18). Association for Computing Machinery. https://doi.org/10.1145/3411764.3445093
Jobin, A., Ienca, M., & Vayena, E. (2019). The global landscape of AI ethics guidelines. Nature Machine Intelligence, 1(9), 389–399. https://doi.org/10.1038/s42256-019-0088-2
Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337–343. https://doi.org/10.1002/jsc.2502
Kapantai, E., Christopoulou, A., Berberidis, Ch., & Peristeras, V. (2021). A systematic literature review on disinformation: Toward a unified taxonomical framework. New Media and Society, 23(5), 1301–1326. https://doi.org/10.1177/1461444820959296
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in My Hand: Who’s the Fairest in the Land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004
Karim, F., Oyewande, A. A., Abdalla, L. F., Ehsanullah, R. Ch., & Khan, S. (2020). Social media use and its connection to mental health: A systematic review. Cureus, 12(6). https://doi.org/10.7759/cureus.8627
Kietzmann, J., Lee, L. W., McCarthy, I. P., & Kietzmann, T. C. (2020). Deepfakes: Trick or treat? Business Horizons, 63(2), 135–146. https://doi.org/10.1016/j.bushor.2019.11.006
Köbis, N., & Mossink, L. D. (2021). Artificial intelligence versus Maya Angelou: Experimental evidence that people cannot differentiate ai-generated from human-written poetry. Computers in Human Behavior, 114. https://doi.org/10.1016/j.chb.2020.106553
Lange, B., & Lechterman, Th. M. (2021, 28–31 October). Combating disinformation with AI: Epistemic and ethical challenges. In 2021 IEEE International Symposium on Technology and Society (ISTAS). Waterloo, Ontario, Canada. https://doi.org/10.1109/ISTAS52410.2021.9629122
Lascity, M. E., & Cairns, M. R. (2020). Complicated green advertising: Understanding the promotion of clothing recycling efforts. Westminster Papers in Communication and Culture, 15(2), 44–62. https://doi.org/10.16997/wpcc.384
Lazer, D. M. J., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., Metzger, M. J., Nyhan, B., Pennycook, G., Rothschild, D., Schudson, M., Sloman, S. A., Sunstein, C. R., Thorson, E. A., Watts, D. J., & Zittrain, J. L. (2018). The science of fake news. Science, 359(6380), 1094–1096. https://doi.org/10.1126/science.aao2998
Le, K., & Aydin, G. (2023). Impact of the pandemic on social media influencer marketing in fashion: A qualitative study. Qualitative Market Research, 26(4), 449–469. https://doi.org/10.1108/QMR-11-2021-0133
Liao, Q. V., & Sundar, S. Sh. (202)2. Designing for responsible trust in AI systems: A communication perspective. arXiv. https://arxiv.org/pdf/2204.13828
Maeyer, de D. (1997). Internet’s information highway potential. Internet Research, 7(4), 287–300. https://doi.org/10.1108/10662249710187286
Marcella-Hood, M. (2023). Augmenting sustainable fashion on Instagram. Sustainability, 15(4). https://doi.org/10.3390/su15043609
Marko, M., & Kusá, A. (2023). Greenwashing and the nature of education in relation to consumer trust in fast fashion marketing communication. Communication Today, 14(1), 87–99. https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.6
McCarthy, J. (2007). What is artificial intelligence? https://www-formal.stanford.edu/jmc/whatisai.pdf
Moodaley, W., & Telukdarie, A. (2023). Greenwashing, sustainability reporting, and artificial intelligence: A systematic literature review. Sustainability, 15(2). https://doi.org/10.3390/su15021481
Naderer, B., Peter, Ch., & Karsay, K. (2022). This picture does not portray reality: Developing and testing a disclaimer for digitally enhanced pictures on social media appropriate for Austrian tweens and teens. Journal of Children and Media, 16(2), 149–167. https://doi.org/10.1080/17482798.2021.1938619
Nass, C., Steuer, J., & Tauber, E. R. (1994, 24–28 April). Computers are social actors. In B. Adelson, S. Dumais, & J. Olson (Eds.). CHI ’94: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 72–78). Association for Computing Machinery. https://doi.org/10.1145/191666.191703
Nikolic, P. K., & Yang, H. (2020). Artificial Intelligence clone generated content toward robot creativity and machine mindfulness. Mobile Networks and Applications, 25, 1504–1513. https://doi.org/10.1007/s11036-019-01281-z
Nogueira, C. C. V., Oliveira Ferreira, de D., & Montero Arruda Filho, E. J. (2018). The influence of fashion blogs in the female consumer purchase decision process. Contextus: Revista Contemporânea de Economia e Gestão, 16(1), 32–61. https://doi.org/10.19094/contextus.v16i1.998
Paris, B. (2021). Configuring fakes: Digitized bodies, the politics of evidence, and agency. Social Media + Society, 7(4). https://doi.org/10.1177/20563051211062919
Pramanik, S., & Rai, Sh. K. (2023). AI take-over in literature and culture: Truth, post-truth, and simulation. Rupkatha Journal on Interdisciplinary Studies in Humanities, 15(4). https://doi.org/10.21659/rupkatha.v15n4.12
ReportLinker. (2021). AI in fashion market research report by product type, by component, by deployment, by application, by end user – global forecast to 2025 – cumulative impact of COVID-19. GlobeNewswire by Notified. https://www.globenewswire.com/news-release/2021/03/01/2184419/0/en/AI-in-Fashion-Market-%20Research-Report-by-Product-Type-by-Component-by-Deployment-by-Application-by-End-User-%20Global-Forecast-to-2025-Cumulative-Impact-of-COVID-19.html
Rogers, E. M. (1994). A history of communication study: A biographical approach. The Free Press.
Runco, M. A., & Jaeger, G. J. (2012). The standard definition of creativity. Creativity Research Journal, 24(1), 92–96. https://doi.org/10.1080/10400419.2012.650092
Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and bluewashing in Black friday-related sustainable fashion marketing on Instagram. Sustainability, 14(3). https://doi.org/10.3390/su14031494
Sawyer, R. K. (2012). Explaining creativity: The science of human innovation. Oxford University Press.
Schünke, Ch., Alves Andretta, J., Schreiber, D., Schmidt, S., & Montardo, S. P. (2021). The contribution of digital influencers for co-creation of value in fashion brands. Brazilian Journal of Marketing, 20(2), 226–251. https://doi.org/10.5585/remark.v20i2.13865
Sederevičiūtė-Pačiauskienė, Ž., Adomaitytė, G., Žilinskaitė-Vytienė, V., Navickienė, V., & Valantinaitė, I. (2018). Communication of creativeness in business media. Creativity Studies, 11(1), 201–212. https://doi.org/10.3846/cs.2018.3450
Seele, P., & Gatti, L. (2017). Greenwashing revisited: In search of a typology and accusation‐based definition incorporating legitimacy strategies. Business Strategy and the Environment, 26(2), 239–252. https://doi.org/10.1002/bse.1912
Seele, P., & Schultz, M. D. (2022). From greenwashing to machinewashing: A model and future directions derived from reasoning by analogy. Journal of Business Ethics, 178, 1063–1089. https://doi.org/10.1007/s10551-022-05054-9
Shen, W., Liu, Z., Ball, L. J., Huang, T., Yuan, Y., Bai, H., & Hua, M. (2020). Easy to remember, easy to forget? The memorability of creative advertisements. Creativity Research Journal, 32(3), 313–322. https://doi.org/10.1080/10400419.2020.1821568
Shin, E., & Hwang, H. S. (2022). Exploring the key factors that lead to intentions to use AI fashion curation services through big data analysis. KSII Transactions on Internet and Information Systems, 16(2), 676–691. https://doi.org/10.3837/tiis.2022.02.016
Silvestri, B. (2020). The future of fashion: How the quest for digitization and the use of artificial intelligence and extended reality will reshape the fashion industry after COVID-19. ZoneModa Journal, 10(2), 61–73.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Son, Y.-J., & Heo, M.-S. (2020). A study on social media usage, helplessness, and loneliness experienced by college students since the COVID-19 pandemic. Journal of Digital Contents Society, 21(11), 1957–1971. https://doi.org/10.9728/dcs.2020.21.11.1957
Sundar, S. Sh. (2008). The MAIN model: A heuristic approach to understanding technology effects on credibility. In M. J. Metzger & A. J. Flanagin (Eds.), John D. and Catherine T. MacArthur foundation series on digital media and learning. Digital media, youth, and credibility (pp. 73–100). The MIT Press.
Tandoc Jr., E. C., Lim, Zh. W., & Ling, R. (2018). Defining “Fake News”: A typology of scholarly definitions. Digital Journalism, 6(2), 137–153. https://doi.org/10.1080/21670811.2017.1360143
Torraco, R. J. (2016). Writing integrative literature reviews: Using the past and present to explore the future. Human Resource Development Review, 15(4), 404–428. https://doi.org/10.1177/1534484316671606
Vieira de Freitas Netto, S., Falcão Sobral, M. F., Bezerra Ribeiro, A. R., & Luz Soares, da G. R. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32. https://doi.org/10.1186/s12302-020-0300-3
Villiers, de Ch., Dimes, R., & Molinari, M. (2024). How will AI text generation and processing impact sustainability reporting? Critical analysis, a conceptual framework and avenues for future research. Sustainability Accounting, Management and Policy Journal, 15(1), 96–118. https://doi.org/10.1108/SAMPJ-02-2023-0097
Vizoso, Á., Vaz-Álvarez, M., & López-García, X. (2021). Fighting deepfakes: Media and internet giants’ converging and diverging strategies against hi-tech misinformation. Media and Communication, 9(1), 291–300. https://doi.org/10.17645/mac.v9i1.3494
Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146–1151. https://doi.org/10.1126/science.aap9559
Wagner, B. (2018). Ethics as an escape from regulation: From ethics-washing to ethics-shopping? In E. Bayamlioglu, I. Baraliuc, L. A. W. Janssens, & M. Hildebrandt (Eds.), Being profiled. Cogitas ergo sum: 10 years of profiling the European citizen (pp. 108–115). Amsterdam University Press. https://doi.org/10.2307/j.ctvhrd092.18
Wahl-Jorgensen, K., & Carlson, M. (2021). Conjecturing fearful futures: Journalistic discourses on deepfakes. Journalism Practice, 15(6), 803–820. https://doi.org/10.1080/17512786.2021.1908838
Zou, X., & Wong, W. (2021). fAshIon after fashion: A report of AI in fashion. arXiv. https://arxiv.org/pdf/2105.03050
Akrout, H., & Guercini, S. (2022). Sustainability in fashion and luxury marketing: Results, paradoxes and potentialities. Journal of Global Fashion Marketing, 13(2), 91–100. https://doi.org/10.1080/20932685.2021.2017320
Amato, G., Behrmann, M., Bimbot, F., Caramiaux, B., Falchi, F., Garcia, A., Geurts, J., Gibert, J., Gravier, G., Holken, H., Koenitz, H., Lefebvre, S., Liutkus, A., Lotte, F., Perkis, A., Redondo, R., Turrin, E., Vieville, Th., & Vincent, E. (2019). AI in the media and creative industries. arXiv. https://arxiv.org/pdf/1905.04175
Ameen, N., Sharma, G. D., Tarba, Sh., Rao, A., & Chopra, R. (2022). Toward advancing theory on creativity in marketing and artificial intelligence. Psychology and Marketing, 39(9), 1802–1825. https://doi.org/10.1002/mar.21699
Balabanova, E., Palmieri, R., & Liu, Z. (2023). Twitter (X), fast fashion and backlash: Argumentation and ethics on social media. Business and Professional Communication Quarterly. https://doi.org/10.1177/23294906231208411
Barevičiūtė, J. (2014). Pagrindiniai kūrybiškumo ir kūrybingumo aspektai šiuolaikiniuose humanitariniuose bei socialiniuose moksluose. Filosofija. Sociologija, 25(1), 19–28. https://doi.org/10.6001/fil-soc.2014.25.1.3
Baudrillard, J. (2006). Simulacra and simulation. The University of Michigan Press.
Benkler, Y. (2019). Don’t let industry write the rules for AI. Nature, 569(7755). https://doi.org/10.1038/d41586-019-01413-1
Bernini, F., Ferretti, P., Gonnella, C., & Rosa, la F. (2024). Measuring machinewashing under the corporate digital responsibility theory: A proposal for a methodological path. Business Ethics, the Environment and Responsibility. https://doi.org/10.1111/beer.12653
Boden, M. A. (1998). Creativity and artificial intelligence. Artificial Intelligence, 103(1–2), 347–356. https://doi.org/10.1016/S0004-3702(98)00055-1
Boden, M. A. (2004). The creative mind: Myths and mechanisms. Routledge. https://doi.org/10.4324/9780203508527
Bolesnikov, M., Popović Stijačić, M., Bhargavi Keswani, A., & Brkljač, N. (2022). Perception of innovative usage of AI in optimizing customer purchasing experience within the sustainable fashion industry. Sustainability, 14(16). https://doi.org/10.3390/su141610082
Bostrom, N., & Yudkowsky, E. (2014). The ethics of artificial intelligence. In K. Frankish & W. M. Ramsey (Eds.), The Cambridge handbook of artificial intelligence (pp. 316–334). Cambridge University Press. https://doi.org/10.1017/CBO9781139046855.020
Broussard, M. (2018). Artificial unintelligence: How computers misunderstand the world. The MIT Press. https://doi.org/10.7551/mitpress/11022.001.0001
Brundage, M., Avin, Sh., Clark, J., Toner, H., Eckersley, P., Garfinkel, B., Dafoe, A., Scharre, P., Zeitzoff, Th., Filar, B., Anderson, H., Roff, H., Allen, G. C., Steinhardt, J., Flynn, C., Ó hÉigeartaigh, S., Beard, S., Belfield, H., Farquhar, S., Lyle, C., Crootof, R., Evans, O., Page, M., Bryson, J., Yampolskiy, R., & Amodei, D. (2018). The malicious use of artificial intelligence: Forecasting, prevention, and mitigation. arXiv. https://arxiv.org/pdf/1802.07228
Butkowski, Ch., Humphreys, L., & Mall, U. (2024). Computing colorism: Skin tone in online retail imagery. Visual Communication, 23(2), 289–308. https://doi.org/10.1177/14703572221077444
Centre for Data Ethics and Innovation. (2019). Deepfakes and audio-visual disinformation. https://apo.org.au/sites/default/files/resource-files/2019-09/apo-nid267076.pdf
Chaturvedi, D. (2020). Implication of fashion communication in fashion industry. International Journal of Interdisciplinary Research in Arts and Humanities, 5(1), 9–10.
Colucci, M., & Pedroni, M. (2022). Got to be real: An investigation into the co-fabrication of authenticity by fashion companies and digital influencers. Journal of Consumer Culture, 22(4), 929–948. https://doi.org/10.1177/14695405211033665
Crisafulli, B., Quamina, L. T., & Singh, J. (2022). Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management, 104, 384–399. https://doi.org/10.1016/j.indmarman.2022.05.006
Cunningham, S., Hudson, Ch. C., & Harkness, K. (2021). Social media and depression symptoms: A meta-analysis. Research on Child and Adolescent Psychopathology, 49, 241–253. https://doi.org/10.1007/s10802-020-00715-7
Dada, Sh., & Jazi, S. (2022). The impact of digital influencers on consumer behavior: Towards a conceptual framework of purchase intention. In J. Kaswengi & A. Ingarao (Eds.), Springer Proceedings in Business and Economics. Brand, Label, and Product Intelligence: Second International Conference, COBLI 2021 (pp. 195–205). Springer International Publishing. https://doi.org/10.1007/978-3-030-95809-1_9
Dauvergne, P. (2020). AI in the wild: Sustainability in the age of artificial intelligence. Massachusetts Institute of Technology. https://doi.org/10.7551/mitpress/12350.001.0001
Forgas, J. P., & East, R. (2008). On being happy and gullible: Mood effects on skepticism and the detection of deception. Journal of Experimental Social Psychology, 44(5), 1362–1367. https://doi.org/10.1016/j.jesp.2008.04.010
Frankish, K., & Ramsey, W. M. (Eds.). (2014). The Cambridge handbook of artificial intelligence. Cambridge University Press. https://doi.org/10.1017/CBO9781139046855
Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187–204. https://doi.org/10.1080/20932685.2022.2039263
Gough, D., Oliver, S., & Thomas, J. (2017). An introduction to systematic reviews. Sage.
Gómez de Travesedo Rojas, R., & Gil Ramírez, M. (2020). From Twitter to Instagram: Which social network do fashion and beauty magazines choose? ICONO 14: Revista de comunicación y tecnologías emergentes, 18(1), 179–202. https://doi.org/10.7195/ri14.v18i1.1395
Greer, J., & Bruno, K. (1996). Greenwash: The reality behind corporate environmentalism. Third World Network.
Grilec Kaurić, A., Vukušić, D., & Dujić, D. (2020, 11–12 December). Communication strategies of luxury brands during COVID-19 crisis. In L. Burilović, T. Rados, & N. Recker (Eds.), Economic and Social Development. 63rd International Scientific Conference on Economic and Social Development Development Building Resilient Society: Book of Proceedings (pp. 281–290). VADEA/Sveučilište Sjever.
Groh, M., Epstein, Z., Firestone, Ch., & Picard, R. (2022). Deepfake detection by human crowds, machines, and machine-informed crowds. Proceedings of the National Academy of Sciences of the United States of America, 119(1). https://doi.org/10.1073/pnas.2110013119
Guzman, A. L., & Lewis, S. C. (2020). Artificial intelligence and communication: A human–machine communication research agenda. New Media and Society, 22(1), 70–86. https://doi.org/10.1177/1461444819858691
Hajli, N., Saeed, U., Tajvidi, M., & Shirazi, F. (2022). Social bots and the spread of disinformation in social media: The challenges of artificial intelligence. British Journal of Management, 33(3), 1238–1253. https://doi.org/10.1111/1467-8551.12554
Hall, S. (1973). Encoding and decoding in the television discourse. http://epapers.bham.ac.uk/2962/1/Hall%2C_1973%2C_Encoding_and_Decoding_in_the_Television_Discourse.pdf
Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Definition, research agenda, and ethical considerations. Journal of Computer-Mediated Communication, 25(1), 89–100. https://doi.org/10.1093/jcmc/zmz022
Harley Nobile, T., Noris, A., Kalbaska, N., & Cantoni, L. (2021). A review of digital fashion research: Before and beyond communication and marketing. International Journal of Fashion Design, Technology and Education, 14(3), 293–301. https://doi.org/10.1080/17543266.2021.1931476
Harreis, H., Koullias, Th., Roberts, R., & Te, K. (2023). Generative AI: Unlocking the future of fashion. McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/generative-ai-unlocking-the-future-of-fashion
Jeon, Y., Jin, S., Shih, P. C., & Han, K. (2021, May 8–13). FashionQ: An AI-driven creativity support tool for facilitating ideation in fashion design. In CHI ’21: Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems (pp. 1–18). Association for Computing Machinery. https://doi.org/10.1145/3411764.3445093
Jobin, A., Ienca, M., & Vayena, E. (2019). The global landscape of AI ethics guidelines. Nature Machine Intelligence, 1(9), 389–399. https://doi.org/10.1038/s42256-019-0088-2
Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337–343. https://doi.org/10.1002/jsc.2502
Kapantai, E., Christopoulou, A., Berberidis, Ch., & Peristeras, V. (2021). A systematic literature review on disinformation: Toward a unified taxonomical framework. New Media and Society, 23(5), 1301–1326. https://doi.org/10.1177/1461444820959296
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in My Hand: Who’s the Fairest in the Land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004
Karim, F., Oyewande, A. A., Abdalla, L. F., Ehsanullah, R. Ch., & Khan, S. (2020). Social media use and its connection to mental health: A systematic review. Cureus, 12(6). https://doi.org/10.7759/cureus.8627
Kietzmann, J., Lee, L. W., McCarthy, I. P., & Kietzmann, T. C. (2020). Deepfakes: Trick or treat? Business Horizons, 63(2), 135–146. https://doi.org/10.1016/j.bushor.2019.11.006
Köbis, N., & Mossink, L. D. (2021). Artificial intelligence versus Maya Angelou: Experimental evidence that people cannot differentiate ai-generated from human-written poetry. Computers in Human Behavior, 114. https://doi.org/10.1016/j.chb.2020.106553
Lange, B., & Lechterman, Th. M. (2021, 28–31 October). Combating disinformation with AI: Epistemic and ethical challenges. In 2021 IEEE International Symposium on Technology and Society (ISTAS). Waterloo, Ontario, Canada. https://doi.org/10.1109/ISTAS52410.2021.9629122
Lascity, M. E., & Cairns, M. R. (2020). Complicated green advertising: Understanding the promotion of clothing recycling efforts. Westminster Papers in Communication and Culture, 15(2), 44–62. https://doi.org/10.16997/wpcc.384
Lazer, D. M. J., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., Metzger, M. J., Nyhan, B., Pennycook, G., Rothschild, D., Schudson, M., Sloman, S. A., Sunstein, C. R., Thorson, E. A., Watts, D. J., & Zittrain, J. L. (2018). The science of fake news. Science, 359(6380), 1094–1096. https://doi.org/10.1126/science.aao2998
Le, K., & Aydin, G. (2023). Impact of the pandemic on social media influencer marketing in fashion: A qualitative study. Qualitative Market Research, 26(4), 449–469. https://doi.org/10.1108/QMR-11-2021-0133
Liao, Q. V., & Sundar, S. Sh. (202)2. Designing for responsible trust in AI systems: A communication perspective. arXiv. https://arxiv.org/pdf/2204.13828
Maeyer, de D. (1997). Internet’s information highway potential. Internet Research, 7(4), 287–300. https://doi.org/10.1108/10662249710187286
Marcella-Hood, M. (2023). Augmenting sustainable fashion on Instagram. Sustainability, 15(4). https://doi.org/10.3390/su15043609
Marko, M., & Kusá, A. (2023). Greenwashing and the nature of education in relation to consumer trust in fast fashion marketing communication. Communication Today, 14(1), 87–99. https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.6
McCarthy, J. (2007). What is artificial intelligence? https://www-formal.stanford.edu/jmc/whatisai.pdf
Moodaley, W., & Telukdarie, A. (2023). Greenwashing, sustainability reporting, and artificial intelligence: A systematic literature review. Sustainability, 15(2). https://doi.org/10.3390/su15021481
Naderer, B., Peter, Ch., & Karsay, K. (2022). This picture does not portray reality: Developing and testing a disclaimer for digitally enhanced pictures on social media appropriate for Austrian tweens and teens. Journal of Children and Media, 16(2), 149–167. https://doi.org/10.1080/17482798.2021.1938619
Nass, C., Steuer, J., & Tauber, E. R. (1994, 24–28 April). Computers are social actors. In B. Adelson, S. Dumais, & J. Olson (Eds.). CHI ’94: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 72–78). Association for Computing Machinery. https://doi.org/10.1145/191666.191703
Nikolic, P. K., & Yang, H. (2020). Artificial Intelligence clone generated content toward robot creativity and machine mindfulness. Mobile Networks and Applications, 25, 1504–1513. https://doi.org/10.1007/s11036-019-01281-z
Nogueira, C. C. V., Oliveira Ferreira, de D., & Montero Arruda Filho, E. J. (2018). The influence of fashion blogs in the female consumer purchase decision process. Contextus: Revista Contemporânea de Economia e Gestão, 16(1), 32–61. https://doi.org/10.19094/contextus.v16i1.998
Paris, B. (2021). Configuring fakes: Digitized bodies, the politics of evidence, and agency. Social Media + Society, 7(4). https://doi.org/10.1177/20563051211062919
Pramanik, S., & Rai, Sh. K. (2023). AI take-over in literature and culture: Truth, post-truth, and simulation. Rupkatha Journal on Interdisciplinary Studies in Humanities, 15(4). https://doi.org/10.21659/rupkatha.v15n4.12
ReportLinker. (2021). AI in fashion market research report by product type, by component, by deployment, by application, by end user – global forecast to 2025 – cumulative impact of COVID-19. GlobeNewswire by Notified. https://www.globenewswire.com/news-release/2021/03/01/2184419/0/en/AI-in-Fashion-Market-%20Research-Report-by-Product-Type-by-Component-by-Deployment-by-Application-by-End-User-%20Global-Forecast-to-2025-Cumulative-Impact-of-COVID-19.html
Rogers, E. M. (1994). A history of communication study: A biographical approach. The Free Press.
Runco, M. A., & Jaeger, G. J. (2012). The standard definition of creativity. Creativity Research Journal, 24(1), 92–96. https://doi.org/10.1080/10400419.2012.650092
Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and bluewashing in Black friday-related sustainable fashion marketing on Instagram. Sustainability, 14(3). https://doi.org/10.3390/su14031494
Sawyer, R. K. (2012). Explaining creativity: The science of human innovation. Oxford University Press.
Schünke, Ch., Alves Andretta, J., Schreiber, D., Schmidt, S., & Montardo, S. P. (2021). The contribution of digital influencers for co-creation of value in fashion brands. Brazilian Journal of Marketing, 20(2), 226–251. https://doi.org/10.5585/remark.v20i2.13865
Sederevičiūtė-Pačiauskienė, Ž., Adomaitytė, G., Žilinskaitė-Vytienė, V., Navickienė, V., & Valantinaitė, I. (2018). Communication of creativeness in business media. Creativity Studies, 11(1), 201–212. https://doi.org/10.3846/cs.2018.3450
Seele, P., & Gatti, L. (2017). Greenwashing revisited: In search of a typology and accusation‐based definition incorporating legitimacy strategies. Business Strategy and the Environment, 26(2), 239–252. https://doi.org/10.1002/bse.1912
Seele, P., & Schultz, M. D. (2022). From greenwashing to machinewashing: A model and future directions derived from reasoning by analogy. Journal of Business Ethics, 178, 1063–1089. https://doi.org/10.1007/s10551-022-05054-9
Shen, W., Liu, Z., Ball, L. J., Huang, T., Yuan, Y., Bai, H., & Hua, M. (2020). Easy to remember, easy to forget? The memorability of creative advertisements. Creativity Research Journal, 32(3), 313–322. https://doi.org/10.1080/10400419.2020.1821568
Shin, E., & Hwang, H. S. (2022). Exploring the key factors that lead to intentions to use AI fashion curation services through big data analysis. KSII Transactions on Internet and Information Systems, 16(2), 676–691. https://doi.org/10.3837/tiis.2022.02.016
Silvestri, B. (2020). The future of fashion: How the quest for digitization and the use of artificial intelligence and extended reality will reshape the fashion industry after COVID-19. ZoneModa Journal, 10(2), 61–73.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Son, Y.-J., & Heo, M.-S. (2020). A study on social media usage, helplessness, and loneliness experienced by college students since the COVID-19 pandemic. Journal of Digital Contents Society, 21(11), 1957–1971. https://doi.org/10.9728/dcs.2020.21.11.1957
Sundar, S. Sh. (2008). The MAIN model: A heuristic approach to understanding technology effects on credibility. In M. J. Metzger & A. J. Flanagin (Eds.), John D. and Catherine T. MacArthur foundation series on digital media and learning. Digital media, youth, and credibility (pp. 73–100). The MIT Press.
Tandoc Jr., E. C., Lim, Zh. W., & Ling, R. (2018). Defining “Fake News”: A typology of scholarly definitions. Digital Journalism, 6(2), 137–153. https://doi.org/10.1080/21670811.2017.1360143
Torraco, R. J. (2016). Writing integrative literature reviews: Using the past and present to explore the future. Human Resource Development Review, 15(4), 404–428. https://doi.org/10.1177/1534484316671606
Vieira de Freitas Netto, S., Falcão Sobral, M. F., Bezerra Ribeiro, A. R., & Luz Soares, da G. R. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32. https://doi.org/10.1186/s12302-020-0300-3
Villiers, de Ch., Dimes, R., & Molinari, M. (2024). How will AI text generation and processing impact sustainability reporting? Critical analysis, a conceptual framework and avenues for future research. Sustainability Accounting, Management and Policy Journal, 15(1), 96–118. https://doi.org/10.1108/SAMPJ-02-2023-0097
Vizoso, Á., Vaz-Álvarez, M., & López-García, X. (2021). Fighting deepfakes: Media and internet giants’ converging and diverging strategies against hi-tech misinformation. Media and Communication, 9(1), 291–300. https://doi.org/10.17645/mac.v9i1.3494
Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146–1151. https://doi.org/10.1126/science.aap9559
Wagner, B. (2018). Ethics as an escape from regulation: From ethics-washing to ethics-shopping? In E. Bayamlioglu, I. Baraliuc, L. A. W. Janssens, & M. Hildebrandt (Eds.), Being profiled. Cogitas ergo sum: 10 years of profiling the European citizen (pp. 108–115). Amsterdam University Press. https://doi.org/10.2307/j.ctvhrd092.18
Wahl-Jorgensen, K., & Carlson, M. (2021). Conjecturing fearful futures: Journalistic discourses on deepfakes. Journalism Practice, 15(6), 803–820. https://doi.org/10.1080/17512786.2021.1908838
Zou, X., & Wong, W. (2021). fAshIon after fashion: A report of AI in fashion. arXiv. https://arxiv.org/pdf/2105.03050