Work

Are You Ready to Embrace AI-Generated Art? Exploring the Differential Effects of AI Versus Human Agents on Consumer Response

Year: 2026

Type: article

Abstract: With a growing integration of artificial intelligence (AI) into creative domains, understanding its impact on consumer responses remains a critical area of inquiry. This research examines how agent type (AI vs. human) and art type (fine art vs. art-infused product) influences consumer purchase intention, along with the underlying psychological mechanism. Across three empirical studies, we find that consumers report higher purchase intention for art-infused products compared to fine art when created by AI. In contrast, this difference in purchase intention is diminished when the products are created by human artists. Perceived incompatibility functions as a moderated mediator in this process. These findings underscore the importance of considering both agent and art types in consumer decision-making and provide valuable insights for the effective integration of AI-generated art in the marketplace.

Source: ASIA MARKETING JOURNAL

DOI: 10.53728/2765-6500.1671

Authors: Seojin Stacey Lee, Yaeri Kim, Kiwan Park

Institutions: Pusan National University, Seoul Women's University, Seoul National University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $400