Using artificial intelligence to create paintings
: how type of artist impacts WTP through emotional intelligence and perceived quality

  • Rute Inês Camacho Guerreiro (Student)

Student thesis: Master's Thesis


It is known that technological development continuously contributes to making people's lives more efficient. In particular, the development of artificial intelligence (AI) has impacted many different fields including medicine, transportation, public security, telecommunications, and so on. This dissertation addresses the influence of artificial intelligence in the field of art. More specifically, it aims to test how the type of artist (human vs. algorithm/robot) impacts willingness to pay through emotional intelligence and perceived quality. AI agents are perceived as beings without emotional intelligence and, as the art creation process is linked to the expression of emotions, people tend to think that these systems are not as capable of creating works of art as humans. On the other hand, AI-made artworks have been valued in the art auctions of renowned museums in recent years. Thus, it is interesting to understand how consumers evaluate the AI art, as it might revolutionize the art world in the future. The results of this study did not support expectations, however, they are a good starting point for future research on this topic.
Date of Award3 May 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorFilipa de Almeida (Supervisor)


  • Artificial intelligence
  • Art
  • Type of artist
  • Emotional intelligence
  • Emotions
  • Perceived quality
  • Willingness to pay
  • Emotional painting
  • Abstract painting
  • Robot
  • Algorithm
  • Consumer behavior


  • Mestrado em Gestão e Administração de Empresas

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