Consumer willingness to pay for AI-designed products

Bekassyl Ayazhanov

Bakalářská práce

Abstract:

This thesis examines the evolving consumer attitudes toward AI-designed products within the Czech market. The research, combining market analysis and empirical data, reveals that while consumers show curiosity toward AI-driven goods, they remain cautious about paying a premium solely for AI design. Quality and price are the primary purchase motivators, overshadowing AI as a core selling point. Semi-structured interviews highlight generational differences: younger consumers view AI as an extension of their digital lifestyle, whereas older consumers express reservations tied to authenticity and quality concerns. The study suggests that, while AI may add novelty, traditional factors like quality, price, and brand reputation continue to dominate purchase decisions. These insights call for refined marketing strategies to enhance consumer alignment with AI's potential, particularly as a subtle but impactful element in product appeal.

Keywords

artificial intelligence, consumer behavior, behavioral economics, willingness to pay, utility

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 3. 2. 2026
• Vedoucí: Ing. Jana Kalabisová, Ph.D.
• Oponent: Petr Wawrosz, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration