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Intervention 2.2 ： Data Analysis & Reflection

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by

Zhihui Li
in

https://24042236.myblog.arts.ac.uk/files/2025/08/AI视觉内容与情感链接测试AIVisualsEmotionalConnectionTest报告2.docx

1. Sample Overview

  • Sample size: 39 participants (all consented).
  • Age distribution: Majority aged 26–35 (48.7%), followed by 36–50 (28.2%), with younger participants aged 18–25 accounting for 15.4%.
  • Gender: Male-dominated (61.5%), female 25.6%, non-binary/other 2.6%, undisclosed 10.3%.
  • Fashion interest: “Occasional” interest was most common (43.6%), “frequent” and “rare” interest each 25.6%, with only 5.1% reporting “no interest.”

The sample was relatively diverse but skewed toward young to middle-aged men with moderate fashion interest.

2. Key Findings

品牌代表性（Q5）

  • Image A was perceived as most representative of Chanel (41%), followed by Image B (28%) and Image C (26%).
  • This indicates clear perceptual differences in “brand congruence” across AI/real combinations.

情感诉求（Q6）

  • Image A (49%) was considered most emotionally appealing, followed by Image B (36%).
  • Image C was rated much weaker (8%).

四个维度（Q7-Q10）

  • Warmth: Overall mean 4.98, with A (5.41) > B (5.03) > C (4.51).
  • Emotional connection: Overall mean 4.85, A (5.10) slightly above B (4.87), C lowest (4.59).
  • Realism: Overall mean 5.07, with A (5.41) and B (5.05) higher, C lower (4.74).
  • Brand congruence: Overall mean 4.92, A (5.28) > B (4.97) > C (4.51).

Image A consistently led across all four dimensions, particularly realism and warmth.

披露后的态度转变（Q12）

  • 57% reported they would change their choice (mostly shifting toward A or B), while 43% would not.
  • Indicates AI usage transparency prompts consumer reconsideration.

影响因素排名（Q14）

  • Most important: Presence of real models (51.6% ranked first).
  • Second: AI usage transparency (44.4% ranked first).
  • Third: Over-perfection / eeriness (52.4% ranked first, but lowest overall scores).

Consumers cared most about real models and transparency.

可接受的人工智能应用（Q15）

  • Highest acceptance: background (72%), colour/composition enhancement (67%), props/apparel (62%).
  • Only 38% accepted AI replacing human models.

Consumers tend to accept AI in supporting roles but not in replacing central human figures.

3. Analysis & Interpretation

缺乏情感共鸣

  • Although realism was rated high (>5), warmth and emotional resonance were consistently lower (<5).
  • Suggests AI images can “fool the eye” but struggle to “move the heart.”

透明度是一把双刃剑

  • Disclosure of AI usage changed some choices, showing transparency builds rational trust.
  • 然而，过度强调人工智能可能会降低人们感受到的温暖，从而产生“冷漠”的印象。

人类模特不可替代的作用

  • 真实的人的存在被认为最为重要，这与时尚界依赖人作为情感媒介的理念相符。
  • Explains why replacing models with AI was least acceptable.

明确的应用边界

  • AI is widely accepted for backgrounds, props, and retouching.
  • But once applied to core figures, trust and emotional connection significantly decline.

Over-perfection or an eerie atmosphere further weakens authenticity and brand warmth

  • participants described such visuals as “too clean” or “too fake.”

Participants generally believe

  • that brands should neither overuse AI nor conceal its involvement

4. Value & Limitations

Value

  • Multidimensional perception: Shows that realism ≠ emotional resonance.
  • Boundary recognition: Identifies AI’s “safe zones” (background/props) versus “sensitive zones” (model replacement).
  • Transparency tension: Highlights the delicate balance between disclosure and emotional connection.
  • Attitude shift: Demonstrates a dynamic path from intuitive choice → AI disclosure → changed attitude.
  • Practical relevance: Results can be translated into brand AI usage boundary guidelines, providing actionable frameworks for industry.

Limitations

  • Small sample size (N=39), skewed toward young/middle-aged men, limits representativeness.
  • Relies on intuitive survey responses; lacks longitudinal or qualitative depth to explore “why.”
  • Context restricted to Chanel, limiting generalisability to other brands.

Conclusion

This experiment shows that while AI visuals perform well in terms of realism, they remain weaker in emotional resonance and brand congruence. Consumers broadly accept AI in supporting roles, but resist its use in replacing human figures. AI is best positioned as a supportive layer, rather than a replacement for human emotional presence.

References

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