AI-designed jewelry

: a new way to get design inspiration: exploring consumer perceptions, consumption drivers, and barriers in the DACH market

Abstract

The emergence of AI is profoundly impacting various industries, including the jewelry industry. This research aims to explore the perceptions of AI­-designed jewelry in the DACH market and the factors and barriers influencing its adoption and purchase. The study is motivated by the growth of the jewelry industry internationally and the increasing trend of AI applications in various manufacturing sectors. The primary objective of this study is to determine the perceptions of AI­-generated jewelry in the DACH market, along with the factors and obstacles affecting its adoption and purchase. The study reviewed relevant literature and identified variables that are pertinent to the research. The research employed a mixed­methods methodology, which involved conducting seven in-depth interviews and administering an online questionnaire that produced 236 valid responses. The analysis of the data unveiled that despite the limited awareness and purchase of jewelry designed with artificial intelligence in the DACH market, a significant segment of consumers indicated a strong inclination to embrace and acquire the product. Furthermore, the perceived degree of innovation, and the usefulness that consumer needs are analyzed by AI, the first perceived impression together with the aesthetic features of the jewelry, and the technical optimism of the consumer were identified as the most important purchase factors influencing the willingness to buy AI­-designed jewelry. In contrast, the lack of influence of the jewelry designer, and thus the loss of uniqueness and design, and the associated hedonism associated with jewelry were identified as the most significant barriers to purchase.

Date of Award	10 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)