Artificial intelligence (AI), especially generative AI, is reshaping marketing by accelerating content creation, improving personalization, and augmenting customer-facing interactions. Yet in fashion where purchase decisions are highly visual, experiential, and sensitive to trust AI can simultaneously enhance customer experience and intensify concerns around privacy, bias, and misleading outputs. This study develops and tests a Stimulus Organism Response (S-O-R) framework to examine how AI-enabled marketing touchpoints (AI chatbots, AI-driven personalization/recommendations, and AI-powered try-on experiences) influence consumer trust and perceived value, which in turn drive purchase intention, eWOM, and loyalty in Hai Phong City. The context is timely: Hai Phong city’s e-commerce market reached US$32 billion in 2024 (, and Hai Phong reports e-commerce revenue at ~16–18% of total retail and consumer service revenue, indicating a mature local digital commerce environment for studying AI marketing effects. The study proposes a cross-sectional survey design and PLS-SEM analysis to estimate direct, mediated, and moderated effects while controlling for AI literacy and prior online shopping frequency. The paper contributes by contextualizing AI marketing effectiveness in a second-tier but fast-digitizing Hai Phong cityese city and by operationalizing “AI marketing” through concrete touchpoints rather than vague “AI adoption” claims
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