This paper aims to examine the effect of AI framing (i.e., Scientific AI vs Magic AI) on consumers' product evaluation. This study shows that magically framed AI technology may be more beneficial to appeal to product innovativeness when subjective product properties (e.g., personal taste) becomes important. On the contrary, when objective product properties (e.g., functionality) becomes important, scientifically framed AI technology is more likely to generate higher perceived product attractiveness and purchase intention.

• Jungsik Son(United Kingdom, University of Leed)
• Yeyi Liu(China, Xi'an Jiaotong University & University of Leed)
• Dionysius Ang(United Kingdom, University of Leed)
• Aristeidis Theotokis(United Kingdom, University of Leed)