Merchandising/Marketing/Retailing: Branding

The Art of Distance: AI-Driven Futurism and Surrealism in Luxury Advertising

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Abstract

This conceptual study examines how artificial intelligence (AI)-generated luxury advertisements incorporating Futurism and Surrealism influence consumers’ perceptions of psychological distance and perceived luxury, grounded in Construal Level Theory (CLT). Futurism, with its emphasis on technology and forward-looking innovation, and Surrealism, characterized by dreamlike and illogical imagery, both present imageries that feel distant, unattainable, and abstract. Drawing on CLT, this paper argues that such aesthetics heighten temporal, spatial, social, and hypothetical distance, encouraging high-level construals focused on symbolism, exclusivity, and aspiration rather. In luxury contexts, these abstract interpretations reinforce brand prestige and desirability. By integrating art movements into AI-generated advertising, luxury brands can strategically leverage perceived distance to enhance luxury perceptions, positioning AI not as a threat to authenticity but as a powerful tool for sustaining exclusivity and aspirational value.

Keywords: Artificial Intelligence, Construal Level Theory, Futurism, Surrealism, Luxury

How to Cite:

Lee, J., Adams, F., Mundorf, K. & Siddique, M., (2025) “The Art of Distance: AI-Driven Futurism and Surrealism in Luxury Advertising”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21880