Abstract: The rapid iteration of Artificial Intelligence (AI) technology is profoundly impacting various aspects of the business world, prompting many brands to contemplate AI-driven approaches to new product design. It is worth exploring in depth how the use of AI design affects consumer willingness to purchase products. Through the four experiments of this paper, it is found that consumer willingness to purchase new products designed by AI is significantly lower compared to those designed by human designers. This is attributed to the diminished perception of brand effort when products are designed by AI. Additionally, an interactive effect exists between the sources of product design and brand images. For open brands, consumers show a stronger preference for purchasing new products designed by using AI, compared to those designed by human designers. For traditional brands, consumers are more inclined to buy new products that are designed by humans, rather than those generated through AI-led design processes. The above research results have enriched the literature on the sources of product design and algorithm aversion, and provide reference and inspiration for the commercial practice of applying and promoting AI design products for enterprises.

Key words: artificial intelligence technology, product design source, perceived brand effort, brand image