Art infusion theory, which suggests that displaying art in retail spaces can positively influence consumer behaviour, has now been extended to virtual environments. Cornell University professor So-Yeon Yoon, an expert in human-centred design, has demonstrated that algorithm-driven generative art can enhance how consumers perceive virtual retail stores. Her research found that these dynamic, AI-created installations improve perceptions of exclusivity and aesthetic pleasure, not only for luxury retailers but also for mass-market brands, effectively bridging the gap between high-end and mainstream retail experiences.
Yoon’s study, published in the Journal of Retailing and Consumer Services under the title “Exploring the Impact of Generative Art in Virtual Stores: A Metaverse Study on Consumer Perception and Approach Intention,” provides empirical support for the idea that art’s psychological influence transcends the physical world. She observed that while art has traditionally been associated with exclusivity and luxury, generative art’s affordability, sustainability, and adaptability allow it to democratise the aesthetic appeal once reserved for high-end brands. By harnessing computational creativity, even mass-market retailers can now evoke sophistication and emotional engagement in their virtual spaces.
In the first of two experiments, Yoon and her team designed four virtual fashion stores—two representing mass-market retailers and two representing luxury ones. Each pair of stores was identical, except that one in each pair featured a generative art display: a constantly shifting black-and-white projection on a white wall. The other store had a plain wall. Among the 120 female participants, all averaging around 28 years of age, perceptions of attractiveness and luxury increased markedly when generative art was present. Surprisingly, the effect was more substantial in mass-market stores and among participants who were less familiar with art, suggesting that digital aesthetics can make even ordinary environments feel premium and engaging.
The second experiment, involving 90 female participants, compared static and dynamic forms of generative art to determine which produced stronger consumer responses. The results indicated that dynamic art—constantly evolving rather than fixed—generated greater perceptions of exclusivity and aesthetic pleasure, as well as stronger intentions to engage in electronic word-of-mouth (e-WOM) by sharing experiences online. This demonstrates that movement and unpredictability in digital design can heighten user attention and emotional resonance, encouraging both brand advocacy and customer engagement in virtual retail settings.
Yoon emphasised that while physical fine art installations might be impractical for large-scale retail operations, computer-generated art offers an affordable and sustainable alternative. Already prevalent at significant events and immersive exhibitions, generative art can be easily adapted for commercial applications, providing endless variations at little additional cost. Its dynamic nature keeps spaces visually stimulating and continually fresh, allowing retailers to enrich customer experience without the logistical or financial burdens of traditional artwork.
Looking ahead, Yoon envisions extending the use of generative art beyond retail, into contexts such as healthcare, assisted living, and retirement communities. She believes that the ever-changing, meditative qualities of generative visuals could enhance emotional well-being and create soothing environments in these settings. Describing it as a “living art form,” she argues that generative art represents a fusion of creativity and technology capable of improving both aesthetic and psychological experiences. Through her work, Yoon highlights how AI-driven design can redefine art’s role in modern life, turning it into a continuously evolving presence that shapes perception, mood, and behaviour across both digital and physical spaces.
More information: So-Yeon Yoon et al, Exploring the impact of generative art in virtual stores: A metaverse study on consumer perception and approach intention, Journal of Retailing and Consumer Services. DOI: 10.1016/j.jretconser.2025.104542
Journal information: Journal of Retailing and Consumer Services Provided by Cornell University