In the fast-paced world of digital marketing, artificial intelligence (AI) is transforming how brands interact with consumers. My master’s thesis at Munster Technological University (MTU) Cork explored the impact of AI-generated imagery on personalised email retargeting campaigns, focusing on the e-commerce fashion sector. The research examined how visual elements created with AI influence consumer engagement, trust, and purchase intent, particularly among Generation Z, a highly digital audience.

The Challenge: Rethinking Retargeting in E-Commerce Fashion
‍Email retargeting, a common strategy for recovering abandoned shopping carts, often struggles due to its generic and impersonal content. This research sought to determine whether AI-generated imagery could enhance the relevance and effectiveness of these campaigns. 

The Research Approach: AI and Consumer Perception
‍Using a qualitative research methodology, the study simulated real shopping experiences, exposing participants to both traditional retargeting ads and AI-powered ads. By integrating AI-generated fashion models, designed to reflect users' purchasing preferences, the research evaluated:  
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✅ Engagement levels with traditional ads vs. AI-powered ads.  
✅ Consumer perceptions of the authenticity and realism of AI-generated imagery.  
✅ Privacy concerns regarding data-driven personalisation. 

Key Findings: The Power of AI in Digital Marketing
‍🔹 Increased Engagement: AI-generated imagery captured attention more effectively than traditional ads.
🔹 Personalisation Works: Consumers preferred ads that accurately reflected their style choices, increasing the likelihood of them returning to complete their purchase.
🔹 Balancing Realism and Innovation: While AI-powered ads were effective, some consumers expressed concerns about their authenticity, preferring a balance between AI efficiency and realistic human representation.
🔹 Data Transparency is Key: Although users accepted AI-driven personalisation, they valued transparency in how their data was used.  

‍Implications for Marketers  This study highlights the potential of AI-driven personalisation in e-commerce marketing. By leveraging AI-generated imagery, brands can create more personalised and engaging campaigns that resonate with digital-native consumers. However, the success of these strategies depends on ethical data practices, transparency, and striking a balance between AI efficiency and human authenticity.  

‍Final Reflection  AI is redefining digital marketing strategies, and its integration into email retargeting is just the beginning. This research provides valuable insights into how brands can harness AI to drive conversions while maintaining consumer trust—a crucial factor in the digital age.