Consumer willingness to pay for AI-designed products

Bor Ilovar

Bakalářská práce

Abstract:

This thesis project has researched and identified the different factors which influence the WTP (Willingness to Pay) of consumers while paying for products. The central products that have been selected for this thesis study are AI-generated and traditionally designed products. This research has extracted information and insights from various sources. The primary sources of information that have been used to collect information for this thesis are research articles and online surveys. The online survey was deployed through a website that was developed for this thesis. The main findings from this thesis study suggests that the perception of consumers are the driving forces which influence the WTP of consumers as to whether they are willing to pay a premium for a product or not. It does not matter if the product is AI-designed or not, but a positive perception would surely influence them to pay more for products. However, the insights from the survey suggests that consumers are not willing to pay for AI-products which are priced at the same amount as that of the traditional products, but are willing to entertain a competitive pricing strategy.

Keywords

AI-product, AI-designed products, Product Design, Consumer Behaviour, Consumer Perception, Consumer Purchase Decision, WTP (Willingness to Pay), Artificial Intelligence, Consumer Willingness to Pay, AI-enhanced Webcam

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 1. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2026
• Vedoucí: Ing. Jana Kalabisová, Ph.D.
• Oponent: Petr Wawrosz, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics