Michigan State researchers study how AI-generated plant images affect online sales
Researchers at Michigan State University received a $35,000 grant to examine whether AI and other digital strategies can boost online sales for horticultural businesses. Juan Mundel and Patricia Huddleston, faculty in the Department of Advertising and Public Relations, will lead the work with support from the Horticultural Research Institute.
The horticultural industry generates $18.3 billion annually in the United States, according to the U.S. Department of Agriculture. Yet online marketing for live plant sales lags behind other retail sectors, leaving a gap the research aims to fill.
What the study will examine
The team will test how social media advertising, personalization, and AI-generated imagery influence what consumers think about plant products and whether they buy them. A key focus: comparing how consumers respond to real versus AI-generated plant marketing images as the technology evolves.
Earlier research by the team found that when ads feature endorsers who match a consumer's age and ethnicity, the ads feel more personal. That perception of personalization increased trust in the advertisement and purchase intent, Mundel said.
The research will also assess potential negative effects of these strategies on consumer behavior, Huddleston added.
Student training and methods
The grant will support graduate and undergraduate students in MSU's Media and Advertising Psychology Lab. Students will apply research methods to real-world problems rather than studying concepts only in classrooms, Mundel said.
The work includes eye-tracking studies with everyday consumers-a different challenge than collecting data from student subjects, Huddleston noted. Students will gain experience with these biopsychological research methods while helping offset their education costs.
The lab's current projects span cannabis marketing and consumer behavior around higher-risk products, combining health communication and consumer identity research.
For marketing professionals, this research offers practical insights into how AI affects digital marketing strategy and consumer response to AI-generated imagery in e-commerce contexts.
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