Aesthetic Value and Service Ecosystems in the Age of Generative AI

Abstract

This study neutrally examined the previous literature of generative AI (GenAI) adoption in the advertising sector of services, focusing on consumer perception of AI‑generated images and the implications for corporate communication strategies. Drawing on a review of prior literature, the study synthesizes evidence that the perceptual gap between AI‑ and human‑produced visual content is narrowing, that transparency about AI use and the reasons for its deployment significantly shape consumer attitudes, and that expectation management remains a pivotal factor in shaping reception. The analysis further highlighted how a corporate presentation of AI‑generated assets can influence broader societal norms and value judgments, potentially redefining aesthetic standards within the service industry. By integrating these findings, the paper offers both theoretical contributions—advancing understanding of AI’s impact on aesthetic perception—and practical recommendations for firms seeking to responsibly incorporate GenAI into their marketing strategies.

Keywords: Aesthetics Value, Generative AI, Service Ecosystem, Customer Perceptions

DOI: 10.54941/ahfe1007735