Experts Outperform Technology in Creative Markets

Recent years have seen artificial intelligence start to encroach on more creative design domains. We test whether artificial intelligence-generated logos can compete with those produced via human experts. Two logo design elicitations and seven follow-up studies evaluating the logos produced reveal why and when human experts outperform artificial intelligence.


Evan Weingarten, Michael Meyer, On Amir, and Amit Ashkenazi (2020) ,"Experts Outperform Technology in Creative Markets", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1155-1159.


Evan Weingarten, Arizona State University, USA
Michael Meyer, University of California San Diego, USA
On Amir, University of California San Diego, USA
Amit Ashkenazi, Fiverr


NA - Advances in Consumer Research Volume 48 | 2020

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