Merchandising/Marketing/Retailing: Management

Exploring the power of human-AI collaboration: The role of perceived mind and expertise in generative fashion design

Authors: Garim Lee (Indiana University) , Hye-Young Kim (University of Minnesota)

Abstract

Designers can explore design possibilities or optimizations and generate new designs with enhanced efficiency using AI-powered generative design. However, a theoretical understanding of how consumers perceive the design capability of humans versus AI is not yet sufficient. Building on mind perception theory, this study examines (a) how consumers perceive AI and humans and (b) how such perception affects the evaluations of the brand offering products designed through generative design with varying levels of human elements.

Keywords: Generative fashion design, AI design, Mind perception, Human-AI collaboration

How to Cite: Lee, G. & Kim, H. (2024) “Exploring the power of human-AI collaboration: The role of perceived mind and expertise in generative fashion design”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17640