Prof. Dipayan Biswas (University of South Florida)

Date: Tuesday, June 4, 2024
Time: 4:00 pm - 5:30 pm
Location: Ludwigstr. 28 RG, Room 329
Title: "Did AI Design This Product? Generative AI, Product Design, and Sensory Perceptions"
Abstract:Artificial Intelligence (AI) and especially Generative AI are increasingly being used for product designs. Equally importantly, many companies are now emphasizing and advertising the role of AI in their product designs. However, this research demonstrates that this might be an inappropriate strategy since revealing (vs. not revealing) the role of AI in product design leads consumers to have less favorable sensory perceptions, with the effect being mediated by perceived design creativity. Eighteen studies, including three field studies, empirically support this prediction; seven of these studies are reported in the main text (with all the studies being preregistered) and the other eleven are reported in the web appendix. The observed effects are not a function of mere algorithm aversion since an AI-designed product does not directly adversely affect haptic perceptions unless creativity is an important aspect of the product design. In terms of managerial implications, marketers should rethink highlighting the role of AI in their product designs since such strategies can backfire in terms of product evaluations.