Creativity in the age of artificial intelligence: an exploratory study segmenting perceptions of human and machine-made art

Abstract

Abstract Artificial Intelligence (AI) is rapidly transforming various fields, including art. Studies comparing human- and AI-generated art primarily examine evaluation, perception, and the ability to identify art created by AI. To the authors’ knowledge, no study was focused on creating visitor segments based on their AI art perception. To answer this gap, this article presents a comprehensive empirical study examining the integration of AI into a contemporary art exhibition and creating visitor segments. The exhibition featured original paintings by Klára Sedlo, displayed alongside their AI-generated visual reproductions, text-based analyses, and audio interpretations. Employing advanced generative models (GPT-4o, GPT-4o mini, DALL-E 3, and TTS-1), we produced multiple iterations for 19 selected artworks. Visitor perceptions were systematically examined using questionnaires and analyzed by statistical methods, including factor and cluster analysis. The findings reveal a wide spectrum of audience responses regarding the aesthetic and conceptual value of AI-generated art, creating four visitor segments: Traditionalists, Visualists, Skeptics, and AI Enthusiasts. This study highlights key curatorial and audience-acceptance challenges associated with employing AI as a “co-creator” in gallery practice.