| Abstract [eng] |
Recently, artificial intelligence has become more and more used, and it has become an inevitable part of marketing. As consumers react to the ads they see, artificial intelligence adoption is a challenge. This is especially important for luxury brands, their buyers are more sensitive. There is disagreement in the scientific literature, with some authors arguing that the use of artificial intelligence in advertising can be successful and increase sales (Hartmann, 2025; Yu et. al., 2025; Park and Ahn, 2024). Other authors argue the opposite, artificial intelligence reduces sales, undermines authenticity and trust, (Al Moosa et. al., 2025; Wang ir Huang 2025; To, R., N, 2025). The role of the emotion of wonder is particularly important in this context, there are not enough scientific articles covering luxury, artificial intelligence and wonder. |
