Abstract
Generative artificial intelligence (GenAI) is rapidly changing the way consumers interact with products. GenAI can not only generate high-quality product images at a very low cost and time, but also customize personalized creative content for users. For consumers active on e-commerce platforms, the high-quality product images generated by GenAI can significantly enhance the shopping experience. Although the traditional view is that the shopping experience is mainly driven by consumer demand, the highly similar product images generated by GenAI can drive purchasing decisions by reducing consumers' search costs and cognitive burden. This study aims to explore how GenAI content creation affects consumer responses by enhancing the realism and connectedness of product images. This study further analyzes the impact of this technology on consumer behavior in different contexts, providing a new perspective for understanding and applying GenAI technology to assist marketing practices.
Recommended Citation
Yang, Mei; Lu, Xuecong; and Head, Milena, "Unlocking Consumer Persuasion: Harnessing Similarity Attraction in GenAI Design" (2025). SIGHCI 2024 Proceedings. 4.
https://aisel.aisnet.org/sighci2024/4
