The label around AI can change how people read the object
A Georgia State and University of South Florida study found identical products were judged less sustainable when described as AI-designed.
Perceived sustainability score for an identical backpack when described as human-designed versus AI-designed.
The Story
A study from Georgia State University and the University of South Florida found that participants rated an identical backpack as less sustainable when it was described as AI-designed: 3.61 out of 7 versus 4.27 when described as human-designed. ([robinson.gsu.edu](https://robinson.gsu.edu/2026/09/when-ai-designs-the-product-consumers-have-doubts/))
The finding is especially relevant to brand storytelling. People are not judging only the artefact; they are judging the care, intention, and human responsibility they infer behind it.
That does not mean hiding AI use. It means being precise about the role it played. For client work, explain where people supplied the intent, judgement, editing, and accountability—and let the tool remain a tool.
Studio Wensday Angle
Human authorship is part of perceived value, especially when care matters.