This paper aims to provide a comprehensive understanding of the extent to which generative AI (GAI) tools and Large Language Models (LLMs) can design new creative and meaningful products in the luxury industry. To this end, the research involves three qualitative studies to understand the cognitive and emotional response towards the creative outcome. Results reveal that consumers perceived that the GAI-designed luxury products reflect and reinforce the essence and symbolic values of the brands, and that their perception is influenced by knowledge of GAI authorship of the product. Finally, our findings open new possible scenarios based on the high/low GAI creativity employment for product design vs. high/low quality of manufacturing and materials on product/brand essence (namely product/brand essence matrix).
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