Determinants of Consumers’ Willingness to Pay by Type of AI-Utilized Content

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Key Points

This research aims to identify the determinants affecting consumers' willingness to pay for different types of content utilizing AI.
Utilized survey data from the 2024 content consumption status and outlook study.
Examined consumer payment willingness for AI-assisted and AI-generated content types.
Analyzed factors such as prior paid experience and perceptions of AI utilization.
AI paid experience and perceptions of AI use significantly enhance value assessment for both content types.
Functional value is emphasized in AI-assisted content, focusing on efficiency and convenience.
For AI-generated content, considerations of authenticity, creativity, and quality are more pronounced.
Paid experience significantly increases willingness to pay for AI-generated content but not AI-assisted content.
Diverse content consumption genres correlate with a significant decrease in willingness to pay.

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Analyzes factors influencing willingness to pay for AI-assisted and AI-generated content, indicating differences in consumer values.

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Yong-Kwan Lee (2026) studied this question.

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