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This study aims to explore how AI systems influence authenticity evaluations in consumer decision-making processes.

February 22, 2026WorldOpen Access

AI-Augmented Authenticity: Multimodal Artificial Intelligence and Trust Formation in Cultural Consumer Evaluation

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This study aims to explore how AI systems influence authenticity evaluations in consumer decision-making processes.
Survey data collection from 468 visitors at Terra Madre Salone del Gusto in Turin, Italy
Testing a structural model with five latent constructs: Authenticity Trust, Perceived AI Usefulness and Diagnosticity, and others
Analysis of the relationship between multimodal inputs and user engagement
Exploration of behavioural intentions related to AI-supported evaluation tools
Heritage-based authenticity cues are still vital but are enhanced by AI-supported credible information.
Multimodal inputs positively influence perceived value and user engagement with AI systems.
Experiential enjoyment during AI interaction correlates with readiness to adopt AI tools and willingness to pay for authentic products.

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Survey data reveals how AI influences trust and decision-making in cultural consumers, suggesting broader implications for technology in evaluation.

Arsić et al. (2026) studied this question.

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Survey data reveals how AI influences trust and decision-making in cultural consumers, suggesting broader implications for technology in evaluation.