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[Podcast] Exploring the Art Infusion Effect and the Impact of Digital Art in Branding

6 January, 2025

Keywords: Art Infusion Effect (AI-Art Infusion Effect), AI-generated art, ATF24.

As part of the international ArtTech Fusion 2024 series (ATF24) of University of Economics Ho Chi Minh City (UEH), at the main discussion session with the theme “Digital brushstrokes: Unveiling the AI-Art infusion effect”, Prof. Carsten Baumgarth presented the latest results from a research series on the impact of AI art on consumer evaluation of products and brands.

The main discussion session with the theme “Digital brushstrokes: Unveiling the AI-Art infusion effect” presented by Prof. Carsten Baumgarth (Berlin School of Economics and Law, Germany) attracted the participation of many domestic and international experts, researchers, businesses, artists, authorities, lecturers and students.

Figure 1. Prof. Carsten Baumgarth’s insights on how brands use artificial intelligence to create packaging

With many years of research in marketing, product design and branding, Prof. Baumgarth is a leading expert in researching the impact of artistic creativity on brand strategy.

Figure 2. Prof. Baumgarth’s latest findings on the impact of AI art in product design and branding, answering whether AI-generated art can have the same positive effects as traditional art

Exploring AI art and the art-infusion effect

In the session, Professor Baumgarth deciphered the mysteries behind the intersection of AI and art, and clarified the impacts that AI art can have on consumer perceptions of products and brands. The presentation provided insights into the Art Infusion Effect – a classic concept in product design, marketing and brand management.

The paper revolves around 3 main contents:

(1) The infusion effect of classical art: The Art Infusion Effect (AI-Art Infusion Effect) has been confirmed through many empirical studies, showing that integrating art into product design, packaging, advertising, or communication campaigns increases the perceived value of the product and the level of love and brand recognition. However, the development of digital art, especially AI-generated art, has opened up a new direction. In the digital age, AI is not only a supporting tool but can create unique works of art, completely not created by humans. This raises the question whether AI-generated art can create the same infusion effect as traditional art.

In other words, the integration of AI-generated art into fields like design, advertising or communication is gradually popular. This shows that the effect of AI art is widely recognized and applied. However, there is much debate concerning whether AI art can create the same level of impact and value as traditional art. One view is that AI art is highly innovative and creative, capable of creating completely new and different works. It is this uniqueness and exquisite beauty that can attract and impress consumers. In addition, AI art can bring new interactive experiences, increasing user participation and engagement with the brand. However, another view is that traditional art carries deep human values, reflecting the soul and emotions of people. This is what makes traditional art so powerful, creating genuine connections and emotions with viewers. Meanwhile, AI art is considered limited in its ability to express human emotions and feelings. To solve this problem, experts propose the combination of traditional art and AI art. By integrating the lines, colors, and emotions of traditional art into AI-created works, we can create works that are both groundbreaking and express profound human values. This combination can have a strong effect and capture attention due to its novelty and emotional connections with viewers.

In addition, the integration of AI art into different fields needs to be done intelligently and in accordance with the context. This requires a combination of human talent and AI capabilities so as to create meaningful and suitable artworks for the intended use.

Figure 3. AI Art: Artwork

Figure 4. AI Art: Video clip

Figure 4. AI Art: Film

Figure 6. AI Art: Magazine

(2) The impact of AI art on consumer psychology: AI-generated art is increasingly popular and used in many fields, from music videos to magazines. AI art, when integrated into products, packaging, or advertising campaigns, can increase customers’ love and recognition of products or brands. Studies have shown that the use of AI enhances creativity and  makes products more approachable and easily connects with consumers’ emotions. Studies showed that consumers often perceive AI art as real art and find it difficult to distinguish it from human-made art. However, when they know that a work is created by AI, they may rate it lower.

In fact, the impact of AI art on consumer psychology is a complex and multi-dimensional issue. On the one hand, AI art brings creativity, uniqueness and novelty, attractiveness and a strong impression on viewers. This can lead to a positive effect, making the product stand out and connect with consumers. On the other hand, when consumers know that a work is created by AI and not by humans, they may feel that it lacks humanity and emotion, rating it lower.

To solve this problem, producers and advertisers need to have smart strategies in using and introducing AI art. Instead of simply using AI art independently, they can combine AI art with traditional art elements and humanistic stories. This will help create works that are both novel, creative, and full of humanity and emotion to enhance consumer engagement. In addition, introducing and promoting AI art plays an important role. Instead of hiding the AI ​​origin of the work, producers can share the story behind the AI’s creative process, how it was trained, and the technologies used. This will help consumers better understand the creation process and appreciate AI art more.

In addition, further research is needed on consumer psychology and attitudes towards AI art. By better understanding the factors that influence consumer evaluation, producers can tailor their AI art strategies to maximize positive effects and minimize negative effects. Finally, the use of AI art needs to comply with ethical and legal principles in terms of intellectual property rights and privacy. Producers need to ensure that the use of AI art does not violate any intellectual property rights and respects consumer privacy.

Figure 7. Students attentively following  the presentation on how AI art shapes products and brands, opening up new perspectives and creative applications in digital marketing

(3) Research results and experimental data:

The presentation delves into the latest research results from scientific experiments aiming to answer the question of whether AI art can create positive feelings and impressions similar to traditional art. Prof. Baumgarth presented the results of two studies that showed the connection between consumer emotions and visual effects from AI art.

Study 1: This study used 30 images from five different art styles created by both humans and AI. The results showed that consumers rated AI art positively, but with lower originality than human-generated art.

Figure 8. Results of Study 1 comparing AI-generated Art and Human-generated Art

Figure 9. Results of Study 1 comparing AI-generated Art and Human-generated Art

Study 2: This study used fictional brands and product categories, with four packaging designs: integrated AI art, human-generated art, photorealistic, and no image. The results showed that AI art created an Art Infusion Effect similar to human-generated art, leading to more positive brand attitudes. However, when consumers perceive the creator as AI, brand evaluations may decrease.

Figure 10. Packaging design: AI art, human-generated art, real photos, and no photos (from left to right) in Prof. Baumgarth’s study

Conclusion: AI art creates an art infusion effect; however, the perception of AI as the creator may have a negative impact.

Practical applications in branding: These studies help businesses better understand consumer behavior in a context where technology is increasingly dominating and influencing customer perceptions. The professor concluded that AI art has great potential in collaborating with companies and brands.

Figure 11. Speakers and participants taking photos

The explosion of advanced technologies listed as AI, AR/VR and Blockchain has opened up a new horizon for the marketing industry. The application of AI art helps businesses create unique, attention-grabbing advertising campaigns and builds deep emotional connections with customers. However, in addition to the evident benefits, the application of AI art raises many issues that need to be carefully studied, including the impact on the traditional creative industry, changes in consumer perception of art and legal challenges related to intellectual property and copyright.

ATF24 – A platform that contributes to orienting the future for the young creative generation towards sustainability

In the development trend of the ArtTech field, the international series ArtTech Fusion (ATF) is organized annually by ArtTech Hub (ATH) under the UEH College of Technology and Design (CTD), University of Economics Ho Chi Minh City (UEH) in coordination with domestic and foreign units with different topics each year.

2024 is the third time the ArtTech Fusion international series is held with the theme “New ArtTech for Future Generations” to inspire and promote creative thinking and innovative actions of future generations, contributing to building a sustainable society.

Throughout the 3-day ATF24 journey (October 22-24, 2024), there are more than 30 academic and practical activities including 05 Keynote Speeches, 10 Special Sessions, 05 Parallel sessions, 05 Workshops, 01 Book Chapter, 09 Exhibitions, 01 Heritage Connection Trip, 01 Tangible Performance.

Authors: Nguyen Thi Thuy Quynh, Nguyen Huu Ngoc Doan – University of Economics Ho Chi Minh City (UEH)

This article is part of the series spreading research and applied knowledge from UEH with the message “Research Contribution For All”. UEH cordially invites readers to read the next UEH Research Insights newsletter.

News, photos: The Authors, UEH Department of Communications and Partnerships