E-fashion markets are mixing cutting-edge technologies such as artificial intelligence, voice assistant and chatbots. This research investigates Artificial Intelligence's impact on replacing offline salespeople's role in the fashion industry. The objectives include discussing artificial intelligence tools, displaying the concept of artificial intelligence, identifying the importance of applying artificial intelligence in the fashion industry and showing the appropriate techniques that can be applied in fashion stores to identify the impacts of artificial intelligence on purchase involvement decisions. The quantitative research method was used in the study. An online questionnaire was used to obtain primary data using convenience sampling. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) and AMOS Software. The study demonstrated that voice assistants and chatbots positively impact involvement in purchasing decisions in fashion stores. The findings revealed a significant association between chatbots and voice assistants and consumer behaviour, as evidenced by the validity of the model's first (H1) and second (H2) hypotheses. Both theoretical and practical aspects may help managers build tactics and strategies to develop their technological infrastructure and improve customer satisfaction.



Originality: The goal of this research was first to determine what role AI technologies play in affecting fashion purchase decisions in Egypt.



Keywords: Artificial Intelligence, Chatbots, Fashion, Involvement, Voice Assistant.