Consumer willingness to pay for AI-designed products

Maxim Lessin

Bakalářská práce

Abstract:

This thesis examines the consumer willingness to pay for an artificial intelligence designed products, using the case of the “Hell” energy drink. This thesis investigates whether disclosing AI labelling of the product changes the perceived quality, purchase intention and price acceptance. A quantitative survey using a before and after disclosure design was conducted, obtaining 217 respondents and generating 2,604 individual responses, analyzing the data gathered through descriptive statistics, paired-samples t-tests, chi-square tests, ordinal logistic regression and multinomial logistic regression. The results show that AI disclosure does generate a small, yet statistically significant negative effect on the perceived quality. Furthermore, most respondents were not willing to pay a premium price due to the AI design attribute, and many preferred to have the price lowered after AI information has been shared. At the same time, the results were not uniform across all groups. Frequent energy drink users, younger respondents and higher income individuals were more open to paying a premium price for an AI designed product. The findings suggest that AI can attract and differentiate a product, however, it does not automatically contribute to its value. The study contributes towards the academic literature on consumer perception of AI by showing how AI products strongly rely on consumer interpretation, as well as the product context.

Keywords

Consumer Behavior, Perception, AI

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 3. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 21. 5. 2026
• Vedoucí: Ing. Jana Kalabisová, Ph.D.
• Oponent: Rohit Bharati, MSc Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration