Cornell University researchers have found that art infusion theory can work in the metaverse. The theory suggests that displaying art in retail settings can influence consumer behavior. In the study, So-Yeon Yoon, a professor of human centered design in Cornell’s College of Human Ecology, and her colleagues used algorithm-fueled generative art in a virtual store setting.

The installation enhanced consumers’ perceptions of exclusivity and aesthetic pleasure. The results were similar for both mass-market and luxury retailers. Yoon explained that the AI-powered generative art offers a practical, affordable, and sustainable option compared to traditional expensive artwork often linked to luxury markets.

This study shows that both luxury and mass-market brands may benefit from using generative art in their virtual shopping experiences.

Source: Cornell University

Source Type: College

Source Location: Ithaca

Ithaca, NY

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