Research reveals consumers value human-created art over AI art

Artificial intelligence can generate artwork in seconds by doing everything from designing logos to creating merchandise graphics. It can produce content at a scale never before possible. Yet despite the growing presence of AI-generated imagery, new research suggests that consumers still place greater value on art created by people.

A study from ECU’s Department of Management Information Systems (MIS) found that consumers consistently perceive human-created artwork as more valuable than artwork generated by artificial intelligence, offering important insight for businesses and creators navigating an increasingly AI-driven landscape. While both types of artwork generated similar emotional responses, participants ultimately assigned greater worth to human-created pieces and viewed them as more complex.

“AI is everywhere,” said Dr. Andy Bowman, assistant professor of MIS. “I think it’s critical for people to understand whether the value of artistic products comes from the artistic intent of the creator or if consumers simply like the final image itself.”

For Bowman, the findings point to something deeper than aesthetics. They suggest that consumers continue to appreciate the effort, intentionality and creativity associated with human artistic expression.

“Often I think art is beautiful because people make it,” Bowman said. “There’s intentionality and beauty in the time and effort put into any piece of art that cannot be replicated.”

The findings arrive as companies across industries continue experimenting with AI-generated content. While consumers in the study placed greater value on human-created artwork, experts continue to debate how artificial intelligence may influence the future of creativity and artistic production.

Dr. John Drake, director of the Center for AI in Business within ECU’s Office of Expert Services, sees AI as a tool that may expand creative possibilities rather than diminish them.

“The worth of a piece of art is in the message, not the effort,” Drake says. “And while 100% hand crafted art will still carry some nostalgia, I expect these tools will create an explosion of high-quality art – an explosion of pieces that bring joy to our lives.”

Dr. Eric Kisling, professor of MIS and one of the study’s authors, notes that AI’s greatest strength and greatest concern stem from the same capability. “The great thing about AI is that many tasks that are time-consuming are now done in a matter of seconds or minutes. The bad thing about AI is that many tasks that are time-consuming are done in a matter of seconds or minutes.”

For Bowman, the findings highlight an important distinction between an emotional response and perceived worth.

“Companies are weighing the pros and cons of AI-generated content all the time,” Bowman said. “It’s important to have a full picture of how consumers utilize and react to products that use AI.”

As organizations continue exploring the possibilities of artificial intelligence, the research suggests that technological innovation has not replaced the value consumers place on human creativity. Instead, the human element remains an important part of how people evaluate the products, brands and artwork they encounter every day.