Consumer willingness to pay for AI-designed products

Vsevolod Verba

Bakalářská práce

Abstract:

This bachelor thesis investigates the influence of artificial intelligence (AI) on consumer willingness to pay (WTP) within the beverage industry, specifically focusing on the "NanoFizz" product. Using a dual-stage sensory and informational experiment, the study analyzed how disclosing AI's role in product design shifts consumer valuation across different demographics. The empirical results revealed a significant "valuation scissor effect": while younger consumers (Gen Z) exhibited an "innovation premium" with a 14.9% increase in WTP, the mature segment demonstrated an "automation discount" of 18.8%, driven by the effort heuristic and a perceived loss of authenticity. Regression analysis further identified that individual trust in technology is a critical financial determinant, with each unit of trust correlating to an average increase in WTP by 12.45 CZK. The findings suggest that AI acts as a polarizing agent in the market rather than a universal value-add. Consequently, the thesis recommends a segmented marketing strategy and price adjustments to bridge the trust gap between generations.

Keywords

Willingness to pay (WTP), Artificial Intelligence (AI), Consumer Behavior, Perceived Value, Innovation Adoption, Economic Evaluation

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 3. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 5. 2026
• Vedoucí: Ing. Jana Kalabisová, Ph.D.
• Oponent: Tereza Horáková, MBA Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration