An exploratory study on the customer characteristics influencing the hedonic- and utilitarian experience with artificial image generation
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2023-07-11
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en
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Abstract
There is a substantial need for evaluating customer experiences with AI generated
imagery for real-world systems and applications, since it is currently not clear what influences
people’s experiences with artificial image generation. This study aimed to understand customer
experiences with artificial image generation, which is the automatic creation of artificial and
fake content, to explore the customer characteristics that influence these experiences. Through
a comprehensive literature review, seven potential customer characteristics have been
identified. This abductive study followed an exploratory and qualitative approach by
conducting 19 semi-structured interviews with participants who did or did not have any
experience with artificial image generation, to explore these and potential other characteristics.
With the use of template analysis, the characteristics have been analysed. These being: ITrelated
personal innovativeness, bias towards artificial intelligence, shared socio-cultural
interpretations, previous experience with artificial intelligence, (un)familiarity with artificial
intelligence, trust in algorithms, and desire for control. This research was first to study these
customer characteristics in relation to the customer experience with artificial image generation.
The findings of this research contribute to both customer experience (CX) and humancomputer
interaction (HCI) literature, and more specifically to artificial image generation (AIG)
literature, by means of identifying potential customer characteristics, exploring if and how
these characteristics influence CX with AIG, and exploring the outcomes of these experiences.
Findings suggest practitioners to offer online tutorials that provide tips and tricks for generating
good prompts with AIG, to integrate AI generated imagery in marketing practices whereby the
role of AI is informed and the creativity and innovativeness is highlighted, and to consider the
customer characteristics with other advanced technologies in marketing practices to create
personalized, positive experiences. The findings indicate that these customer characteristics, to
a greater or lesser degree, influence the customer experience with artificial image generation.
Future research has the opportunity to further exploit this concept and understand the effects
of customer characteristics on experiences with artificial image generation.
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Faculteit der Managementwetenschappen