Asia Marketing Journal | 2026
Authors: Lee S.S.; Kim Y.; Park K.
DOI: 10.53728/2765-6500.1671
Journal: Asia Marketing Journal
Year: 2026
Publisher: Korean Marketing Association
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 0
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. © 2026 Korean Marketing Association (KMA). This is an open-access article under the CC-BY 4.0 license (https://creativecommons.org/licenses/by/4.0/).
Art infusion; Artificial intelligence (AI); Fine art; Perceived incompatibility