A Study on the Emotional Experience of Consumers through Nike Generated AI Design

The concept of AI design, which applies generative AI technology to design to realize realistic and novel ideas in images, has emerged, but the emotional domain, which plays an important role in design besides creativity, is still lacking.Therefore, this study aimed to investigate the emotional experience of consumers to understand the lack of emotion conveyed by AI design.For consistency, we limited the scope of AI design materials to Nike and asked Nike consumers how they felt when they saw Nike AI designs.The questionnaire was structured on a 5-point Likert scale, asking consumers to rate AI designs based on UX evaluation factors and describe the emotions they felt.We adopted four UX evaluation factors that can only be evaluated by visual elements: meaningfulness, attractiveness, value, and trustworthiness, and used Pluchik's wheel as an analysis tool to analyze the emotions described.Using Nike consumers' key emotions as a baseline, we were able to identify three key emotions that characterize AI design experiences: