EXPRESS: Enhancing the authenticity of artificial intelligence (AI)-designed souvenirs

As artificial intelligence (AI) continues to play a growing role in souvenir design, concerns about the authenticity of AI-designed souvenirs remain a challenge in the hospitality and tourism industry. This research investigates the impact of AI-designed souvenirs, particularly focusing on art-infused ones, on the perceived authenticity of souvenirs and purchase intention. Across two preliminary and four experimental studies, the findings demonstrate that AI-designed souvenirs are perceived as less authentic and desirable than their human-designed ones. However, strategic interventions, including verification and time scarcity cues, can enhance perceived authenticity and consumer’ willingness to purchase AI-designed souvenirs. This research contributes to the understanding of authenticity in AI-designed products and offers strategies to mitigate consumer’ skepticism of AI-designed products in the hospitality and tourism context.