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

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.