Title: Factors impacting consumer preferences for products designed by artificial intelligence

Authors: Andrew Bryant; Troy J. Strader

Addresses: Cameron School of Business, University of North Carolina Wilmington, Wilmington, NC 28403, USA ' Zimpleman College of Business, Drake University, Des Moines, IA 50311, USA

Abstract: A growing number of products are designed by AI systems, but consumer preferences are not well understood. This study surveyed 287 US consumers to identify their attitudes towards AI product design. Participants evaluated 26 products on whether humans or AI would be better at designing them. Products were categorised into aesthetic and non-aesthetic performance products. Aesthetic performance products are hedonic goods involving the senses where value is determined subjectively through appreciation, beauty, or expressiveness. A random intercept statistical model revealed a general preference for human-designed products, especially aesthetic ones. However, AI-designed products were preferred as product risk increased. Counter to the hypothesised effect, younger participants preferred human-designed products. Positive attitudes towards AI correlated with a preference for AI-designed products. Qualitative analysis of comments provided further insights into AI's perceived ability to design products, specifically around the perceptions of AI's (in)ability to design products with uniquely human uses.

Keywords: artificial intelligence; AI; product development; consumer behaviour; aesthetic performance product.

DOI: 10.1504/IJTMKT.2026.155259

International Journal of Technology Marketing, 2026 Vol.20 No.3, pp.342 - 374

Received: 15 May 2025
Accepted: 25 Dec 2025
Published online: 29 Jul 2026 *

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