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

Seojin Stacey Lee, Assistant Professor of Marketing, College of Business, Pusan National University, Busan, South Korea AND These authors contributed equally to this work.
Yaeri Kim, Assistant Professor of Department of Data Science, Seoul Women's University, Seoul, South Korea AND These authors contributed equally to this work.
Kiwan Park, Professor of Marketing, SNU Business School, Seoul National University, Seoul, South KoreaFollow

ORCID

Seojin Stacey Lee: https://orcid.org/0000-0003-0824-4432

Yaeri Kim: https://orcid.org/0000-0002-5837-7746

Kiwan Park: https://orcid.org/0000-0001-8320-9560

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.

Recommended Citation

Lee, Seojin Stacey; Kim, Yaeri; and Park, Kiwan (2026) "Are You Ready to Embrace AI-Generated Art? Exploring the Differential Effects of AI Versus Human Agents on Consumer Response," Asia Marketing Journal: Vol. 28 : Iss. 1 , Article 1.
Available at: https://doi.org/10.53728/2765-6500.1671