Explore the ripple effect of art and the impact of digital art in brand building
Keywords: AI-Art Infusion Effect, artificial intelligence (AI) applied art, ATF24.
As part of the international ArtTech Fusion 2024 (ATF24) event series organized by the University of Economics Ho Chi Minh City (UEH), during the keynote session titled “Digital brushstrokes: Unveiling the AI-Art infusion effect,” Professor Carsten Baumgarth presented the latest findings from a series of studies on the impact of AI art on consumer product and brand evaluations.
Professor Carsten Baumgarth shared insightful perspectives on how brands are using artificial intelligence to create packaging
The keynote session titled “Digital Brushstrokes: Unveiling the AI-Art Infusion Effect”, presented by Professor Carsten Baumgarth (Berlin School of Economics and Law, Germany), attracted a large audience of experts, scientists, entrepreneurs, artists, government officials, lecturers, and students from both domestic and international backgrounds.
With years of experience in marketing, product design, and branding, Professor Baumgarth is a leading expert in exploring the impact of artistic creativity on brand strategy.
The professor is sharing his latest findings on the impact of AI art in product design and brand building, addressing whether AI-generated art can have a positive effect similar to traditional art.
Exploring AI Art and the Art Infusion Effect
In the panel discussion, Prof. Baumgarth decoded the mysteries behind the intersection of Artificial Intelligence (AI) and art, while clarifying the impact that AI art can have on consumer perceptions of products and brands. The presentation offered valuable insights into the Art Infusion Effect – a classical concept in product design, marketing, and brand management.
The discussion centered around three main topics:
(1)The Spread Effect of Classical Art: The Art Infusion Effect (AI-Art Infusion Effect) has been established through numerous experimental studies, showing that integrating art into product design, packaging, advertising, or communication campaigns not only enhances the perceived value of a product but also increases brand likability and recognition. However, the development of digital art, particularly AI-generated art, has opened up new possibilities. In the digital age, AI is no longer just a supporting tool but can create entirely unique artworks, not made by humans. This raises the question of whether AI-generated art can create the same spread effect as traditional art.
In practice, incorporating AI-generated art into fields like design, advertising, or media is becoming increasingly common. This demonstrates that the Art Infusion Effect of AI art is being recognized and widely applied. However, there is still much debate about whether AI art can generate the same impact and value as traditional art. One viewpoint suggests that AI art is highly innovative and creative, capable of producing entirely new and different works. It is this uniqueness and subtle beauty that can generate a powerful spread effect, drawing attention and leaving a strong impression on consumers. Additionally, AI art can offer new interactive experiences, enhancing user engagement and connection with the brand.
On the other hand, some argue that traditional art carries profound humanistic values, reflecting the soul and emotions of people. This is what gives traditional art its strong spread effect, creating a genuine connection and emotional response in viewers. Meanwhile, AI art is still seen as limited in its ability to express human emotions and feelings. To address this, many experts suggest combining traditional art with AI art. By incorporating the lines, colors, and emotions of traditional art into AI-created works, we can produce pieces that are both groundbreaking and rich in humanistic values. This combination could generate a powerful spread effect, attracting attention with its novelty while also creating emotional bonds with viewers.
Furthermore, integrating AI art into different fields needs to be done intelligently and appropriately for the context. This requires a combination of human talent and AI capabilities to create meaningful artworks that align with their intended purposes.
AI Art Forms: Artworks in Painting
AI Art Forms: Video Clips
AI Art Forms: Film
AI Art Forms in Magazines
(2) The Impact of AI Art on Consumer Psychology: AI-generated art is becoming increasingly popular and is being used in various fields, from music videos to magazines. When AI art is integrated into products, packaging, or advertising campaigns, it can enhance customer liking and brand recognition. Studies have shown that using AI art not only boosts creativity but also makes products more relatable and emotionally connected to consumers. Research indicates that consumers often perceive AI art as real art, finding it hard to distinguish from human-made art. However, when they learn that the artwork was created by AI, they may rate it lower.
In practice, the impact of AI art on consumer psychology is a complex and multifaceted issue. On one hand, AI art brings creativity, uniqueness, and novelty, grabbing attention and leaving a strong impression on viewers. This can lead to a positive effect, making the product stand out and fostering a connection with consumers. On the other hand, when consumers realize that a piece was created by AI rather than a human, they may feel it lacks a human touch and emotional depth, thus lowering their evaluation of the work.
To address this issue, producers and advertisers need to adopt smart strategies when using and presenting AI art. Instead of using AI art in isolation, they could combine it with traditional art elements and human stories. This would create works that are both innovative and rich in humanistic values and emotions, thus strengthening the connection with consumers. Additionally, introducing and promoting AI art plays an important role. Rather than hiding the AI origin of the artwork, producers could share the story behind the AI’s creative process, how it was trained, and the technologies used. This would help consumers understand the creative process better and appreciate AI art more.
Moreover, further research on consumer psychology and attitudes towards AI art is needed. By better understanding the factors that influence consumer evaluations, producers can adjust their strategies for using AI art appropriately, maximizing positive effects and minimizing negative impacts. Finally, the use of AI art must comply with ethical and legal principles related to intellectual property rights and privacy. Producers need to ensure that the use of AI art does not infringe any intellectual property rights and respects consumer privacy.
Students attentively followed the presentation on how AI art shapes products and brands, opening up new perspectives and creative applications in digital marketing
(3) Research Findings and Experimental Data:
The paper delves into the latest research results from scientific experiments 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 highlight the relationship between consumer emotions and the visual effects of AI art.
Study 1: This study used 30 images from 5 different artistic styles, created by both humans and AI. The results showed that consumers rated AI art positively, but with a lower level of uniqueness compared to human-created art.
Research Findings 1: Comparison Between AI-Created Art and Human-Created Art
Research Findings 1: Comparison Between AI-Created Art and Human-Created Art
Study 2: This study used a fictional brand and product category, with 4 packaging designs: one with AI art, one with human-created art, one with real images, and one with no images. The results showed that AI art generated the Art Infusion Effect similar to human-created art, leading to more positive brand attitudes. However, when consumers realized that the creator was AI, their evaluation of the brand could decrease.
Packaging Design: The packaging designs in Prof. Baumgarth’s study, from left to right, were: integrated AI art, human-created art, real images, and no images
Conclusion: AI art generates an Art Infusion Effect, but the awareness that AI is the creator can have a negative impact on consumer perception.
Practical Application in Brand Building: These studies help businesses gain a better understanding of consumer behavior in a context where technology increasingly influences customer perceptions. The professor concluded that AI art holds great potential for collaboration with companies and brands.
The speaker and participants took a commemorative photo
The explosion of advanced technologies such as AI, AR/VR, and Blockchain has opened up a new horizon for the marketing industry. The application of AI art not only helps businesses create unique advertising campaigns that capture attention but also builds a deep emotional connection with customers. However, alongside the obvious benefits, the use of AI art also raises several issues that need thorough research, including its impact on the traditional creative industry, changes in consumer perceptions of art, and legal challenges related to intellectual property and copyright.
ATF24 – A Platform Shaping the Future for Creative Youth Towards Sustainability
As part of the development trend in the ArtTech field, the annual international event series, ArtTech Fusion (ATF), is organized by ArtTech Hub (ATH), units from the School of Technology and Design (CTD), University of Economics Ho Chi Minh City (UEH), in collaboration with domestic and international partners, with different themes each year.
In 2024, the third edition of ArtTech Fusion took place with the theme “New ArtTech for Future Generations,” aiming to inspire and promote the creative thinking and innovative actions of future generations, contributing to building a sustainable society.
Throughout the three-day ATF24 event (October 22-24, 2024), over 30 academic and practical activities were held, including 5 keynote speeches, 10 special sessions, 5 parallel research presentations, 5 workshops, 1 academic book chapter, 9 exhibitions, 1 heritage connection trip, and 1 tangible performance.
Authors: ThS. Nguyễn Thị Thúy Quỳnh, Nguyễn Hữu Ngọc Đoan – University of Economics Ho Chi Minh City
This article is part of the series of research and applied knowledge dissemination from UEH, with the message “Research Contribution For All – Nghiên Cứu Vì Cộng Đồng.” UEH warmly invites readers to look forward to the next edition of UEH Research Insights.
News, photos: Authors, UEH Communications and Partner Development Team
Voice: Thanh Kiều
