Stefano Puntoni

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NEW RESEARCH How does the presence of AI influence the way consumers perceive the value of creative services?

In a series of 5 experiments (N > 2,500), we examine the "AI-augmentation paradox." While AI increases efficiency, it can inadvertently signal a lack of "human effort," which consumers often equate with quality in creative domains.

The "effort heuristic" remains a powerful driver of value. When consumers are told AI was used, their willingness to pay drops by an average of 18%, even when the output quality is identical to human-only work.

This effect is mitigated when the AI is framed as a "collaborative tool" rather than a "replacement." Transparency about the human's role in prompting and refining the AI output restores value perceptions.

The impact varies by industry. In data-driven tasks, AI involvement is seen as a net positive; in emotional or artistic tasks, it remains a psychological hurdle.

This research highlights the need for firms to carefully manage the narrative around AI integration. It is not just about what the technology can do, but how the "human-in-the-loop" is perceived by the end user.

Many thanks to my co-authors Sarah Jenkins and David Miller for their incredible work on this project over the last two years.

Link to the full preprint in the comment.

The Wharton School

Wharton AI & Analytics Initiative

Penn AI

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