Human wisdom vs artificial intelligence: handmade production and product creativity evaluations

Purpose This research examines the effect of handmade production (vs AI-made) on product creativity (dual dimensions of originality and usefulness) evaluations. Design/methodology/approach This paper is based on the investment theory of creativity and the experimental method, and the hypothesis is verified through student and non-student samples. Findings Handmade production having higher creativity evaluations than the AI-made production. This effect is mediated by the perception that handmade products are perceived as having wisdom imparted to them. Furthermore, the handmade effect is moderated by perceived value. Specifically, when consumers’ perceived value of the product was high, this facilitated the handmade effect on product creativity evaluations. However, in low-perceived value contexts, the handmade effect diminished (originality) or even reversed (usefulness). Practical implications For companies, handmade cues are an effective means of marketing new products, especially effective in highlighting product attributes such as originality and novelty. In addition, it is relevant for companies to understand the differences between human and AI labour in consumer perception. Originality/value Considering the mediating role of wisdom perception and the moderating role of value perception, the results of the study contribute to the understanding of the relationship between handmade methods and product creativity evaluation. Additionally, this study fills in new influences on the evaluation of product creativity.