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The Impact of AI-Driven Product Creation on Customer Value Perception: A Preliminary Study
Abstract
Theoretical background: Individual assessments and customer preferences play a crucial role in determining the subjective perception of the value of a product or service. A prime example is the emotions experienced by customers when evaluating modern technologies, their concerns about these technologies and, consequently, their attitudes toward products or services produced using them. The perception of technology and the awareness of its use in the product creation process can lead to the depersonalization of a company and a decrease in the perceived value of its products, even if they possess competitive attributes such as quality and price.
Purpose of the article: This study aims to determine how knowledge about the use of intelligent technologies in the production of goods or services influences the personal beliefs of potential customers regarding the value assessment of such products and services compared to their human-made counterparts.
Research methods: A pilot study was conducted using a computer-assisted web interview (CAWI) questionnaire administered through the Biostat research panel. The sample consisted of a non-randomly selected nationwide group of respondents (n = 386). For statistical analysis, non-parametric methods such as the Chi-square test, Kruskal–Wallis test, and Dunn’s post-hoc test were employed.
Main findings: Knowledge about the use of artificial intelligence (AI) in creating a product or service influences the customer’s value assessment of that product. Demographic variables do not play a significant role in this process; however, most respondents believe that the use of AI in creating a product or service negatively impacts its perceived value. Furthermore, the majority of customers would choose a product created by a human over one produced using intelligent technology, solely based on the awareness that AI was involved in its production.
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DOI: http://dx.doi.org/10.17951/h.2025.59.5.155-175
Date of publication: 2026-01-27 15:17:52
Date of submission: 2024-10-21 01:38:48
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