Chapter 3: The Influence of AI-Generated Versus Human-Crafted Storytelling on Consumer Perceptions of Innovativeness, Enjoyment and Purchase Intentions for Traditional Artistic Techniques

The purpose of the study is to compare the impact of artificial storytelling vs. human storytelling towards consumers’ perceived innovativeness, enjoyment and purchase intention towards traditional artistic techniques. Objectives of this chapter are: to identify the differences between AI storytelling vs. human storytelling of artistic techniques; to explore the impact of AI storytelling vs. human storytelling on artistic techniques towards consumer-perceived innovativeness, enjoyment and purchase intention towards traditional artistic technique.