ITHACA, N.Y. – The intersection of art and consumer behavior has long fascinated researchers, particularly within physical retail spaces where the presence of art is known to influence shoppers’ perceptions and engagement. This principle, often referred to as the art infusion theory, suggests that integrating artistic elements in stores enhances consumers’ emotional and aesthetic experiences, potentially boosting brand prestige and motivating purchase intentions. Expanding this paradigm into virtual environments, a pioneering study led by Cornell University’s Professor So-Yeon Yoon explores how generative art—a computer algorithm-driven form of creative expression—can similarly transform consumer perceptions within metaverse retail settings.
Where traditional luxury brands have historically leaned on costly fine art installations to evoke exclusivity and elevate their physical store ambiance, Professor Yoon’s research reveals that algorithmically generated art installations in virtual retail spaces can deliver comparable, if not superior, effects. Remarkably, this strategy benefits not only high-end luxury brands but also more accessible, mass-market retailers. The underlying mechanism hinges on the customizable, dynamic, and endlessly varied nature of generative art, which democratizes access to aesthetic enrichment within the metaverse without the financial burdens typically associated with fine artworks in physical stores.
Generative art, driven by sophisticated algorithms and artificial intelligence models, functions through systems that autonomously produce evolving and unique visual compositions. These compositions can be static images or animations that continuously shift in form, texture, and movement—creating a “living” art form that refreshes itself perpetually. This inherent variability introduces a novel layer of consumer engagement in virtual stores, captivating shoppers with an always-changing sensory experience rather than static displays, thereby fostering deeper emotional connections and enhancing aesthetic pleasure during browsing.
To empirically validate these concepts, Professor Yoon and her team conducted two meticulously designed experiments focusing on virtual fashion retailers. The first experiment juxtaposed pairs of virtual stores that were identical except for a key variable: the presence or absence of generative art projected onto a large white wall. Both mass-market and luxury brand environments were simulated, and the art installation featured abstract, black-and-white patterns dynamically morphing over time. One group of participants experienced the environment with this dynamic art display, while a control group shopped in spaces with plain, undecorated walls.
One hundred and twenty women, averaging 28 years old, participated in the initial experiment. The research outcomes were compelling—participants exposed to the generative art reported significantly heightened perceptions of store luxury and overall attractiveness. These positive reactions were consistent across both luxury and mass-market virtual stores. Intriguingly, the enhancement effect was even more pronounced among shoppers less familiar with art, suggesting that generative art can bridge the cultural and experiential gap between luxury and everyday consumption contexts, making high-design aesthetics more broadly accessible within the metaverse.
The second experimental phase delved deeper, scrutinizing the relative impact of dynamic versus static generative art installations on consumer behavior. Ninety women were exposed to virtual stores featuring either moving, algorithmically generated art or non-moving, still images derived from the same generative processes. The study assessed essential variables such as perceived exclusivity, aesthetic pleasure, and electronic word-of-mouth (e-WOM) intentions—the likelihood that consumers would share their experiences online or recommend the brand to others digitally.
Results from this second inquiry underscored the superiority of dynamic generative art in enhancing both the psychological and behavioral dimensions of consumer responses. Participants reported greater feelings of exclusivity and a stronger sense of aesthetic enjoyment when interacting with virtual stores displaying dynamic, continuously evolving art. Moreover, these experiences significantly increased participants’ intentions to engage in positive digital word-of-mouth, reflecting a potent amplification effect wherein generative art not only improves immediate consumer impressions but also fuels subsequent social sharing and brand advocacy within the online ecosystem.
Professor Yoon highlights the practical implications of these findings for the future of retailing in immersive digital environments. The economic barriers that preclude the installation of fine art in physical mass-market outlets do not apply in the metaverse, where generative art offers a cost-effective, scalable, and sustainable alternative. With its capability to generate an infinite array of visual expressions from a single algorithm, generative art can be deployed across numerous virtual retail locations simultaneously, maintaining freshness and uniqueness while reinforcing brand identity and enhancing shopper satisfaction.
Beyond retail, this line of research opens exciting possibilities for generative art in various public and private settings. Professor Yoon envisions applications within assisted-living facilities, healthcare environments, and retirement communities, where dynamic art could contribute to well-being by stimulating the senses and creating uplifting spaces without necessitating continuous human artistic intervention. The adaptability and continuously evolving nature of generative art could provide therapeutic and aesthetic benefits in environments traditionally underserved by conventional art installation and design strategies.
This study also advances the broader discourse surrounding the role of artificial intelligence in creativity and consumer experience. It shows that AI-driven art generation is not merely a novelty but a functional and impactful tool capable of enhancing virtual human environments emotionally and psychologically. Such advancements encourage a reevaluation of aesthetic norms and consumer expectations in digital commerce, signaling a paradigm shift toward immersive, interactive, and personalized shopping encounters that transcend physical limitations.
In conclusion, the evidence from Cornell’s research team marks a significant contribution to design science, retail marketing, and digital innovation. By demonstrating that generative art can effectively elevate consumer perceptions of exclusivity, attractivity, and social engagement in metaverse stores—especially within mass-market contexts—this work establishes a new frontier for both the art world and commerce in virtual realities. As the metaverse continues expanding and reshaping how people interact with brands and each other, integrating dynamic AI-generated art may well become standard practice for retailers aiming to captivate today’s digitally savvy consumers.
This groundbreaking research paves the way for further interdisciplinary exploration into the convergence of artificial intelligence, virtual design, and consumer psychology. Future studies may investigate how different generative art styles, themes, and interactivity levels influence diverse consumer segments or how these digital installations impact long-term brand loyalty and sales performance. Meanwhile, practical implementations in retail technology promise to redefine the aesthetics of digital commerce spaces and enrich consumer experiences across the evolving landscape of virtual reality.
Subject of Research: People
Article Title: Exploring the impact of generative art in virtual stores: A metaverse study on consumer perception and approach intention
News Publication Date: 26-Sep-2025
Web References: https://news.cornell.edu/stories/2025/10/generative-art-enhances-virtual-shopping-experience
References: 10.1016/j.jretconser.2025.104542.
Keywords: Generative AI, Visual arts, Commerce
