Innovative Handicraft Embroidery Dress Marketing with Artificial Intelligence (AI): Analysing Effectiveness and Customer Engagement with Sustainable Model

The field of handicraft embroidery dresses is of crucial importance in terms of cultural heritage, skilled artisans, sustainable earnings, and fashionable looks. Regardless of all mentioned factors, there are still problems with limited market coverage, lack of understanding of customer needs, poor branding, and strong competition from manufactured fashion products. In recent years, Artificial Intelligence (AI) the basis for innovations in the area of marketing by providing opportunities for personalization, predicting customer behavior, automating processes, and engaging buyers. This research paper aims the use of AI in marketing innovations of handicraft embroidery dresses with a particular emphasis on effectiveness and customer engagement. Based on a thorough literature review, this research identifies several AI-based instruments used in the marketing process: recommendation systems, chatbots, visual searches, social media analytics, and demand forecasting. According to the results of the paper, AI-powered marketing positively influences customer engagement, conversion, brand communication, and sustainability while causing the issue of digital illiteracy and loss of authenticity. The proposed fuzzy model further contributes by addressing uncertainty in consumer behaviour and providing a structured framework to evaluate the interplay between technological intelligence, cultural value, and engagement outcomes.