This chapter delves into the development of a novel conceptual framework for AI-powered chatbots aimed at promoting sustainability in the fashion industry. As the use of chatbots becomes increasingly common in e-commerce, particularly in enhancing customer engagement and personalisation, their potential for driving sustainable consumer behaviours remains underutilised. This chapter introduces a framework that integrates multichannel strategies and human-like features into chatbot design to enhance value co-creation and raise awareness of sustainable practises among consumers. This innovative approach addresses a critical gap in the fashion industry, where sustainable consumption and circular fashion need more focused promotion. The framework suggests that a delicate balance between human-like and robotic characteristics in chatbots can effectively influence consumer attitudes towards sustainability. By providing practical insights for fashion marketing managers, the framework aims to transform how brands communicate sustainability, ultimately leading to a more informed and conscientious consumer base. This chapter also outlines future research directions, emphasising the potential impact of such chatbots in fostering a culture of sustainability within the fashion industry.