AI Luddites: Consumers Penalize Creative Work Output Generated by Artificial Intelligence

Abstract Generative AI's expanding role extends beyond utilitarian tasks like coding, encompassing creative endeavors such as design and writing. Yet, this surge in adoption triggers resistance among creative professionals, who fear job displacement and societal disruption. This paper delves into consumer reactions when companies employ generative AI for creative tasks instead of humans. Five pre-registered experiments, involving brand posters, film scripts, and logos, unveil people’s reactions against AI-generated creativity. People penalize artwork after they learn that the work is produced by AI; this tendency is most pronounced among those with Luddite leanings, reminiscent of 19th-century textile workers who distrusted machines. Process evidence indicates that these people perceive AI output as lacking the procedural human touch essential to artistic creation, penalizing AI-generated work despite its high quality. Social implications are discussed, raising questions about a company's 'appropriate' use of AI, and its impact on perceptions of ethics and brand image. The paper also opens discussion on whether businesses should disclose their use of generative AI in creative tasks and, if so, to what extent.