VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL STUDENT RESEARCH REPORT MEASURING THE ACCEPTANCE OF USING BING AI TECHNOLOGY IN THE PACKAGING DESIGN OF AI USERS AND CONSUMERS CODE: KT.23_05 Supervisor: Master Pham Thanh Huyen Team Leader: Tran Phuong Thao - 20070983 - BDA2020A Team Member: Dinh Thi Thu Ha - 20070151 - IB2020D Hanoi, 15th April 2024 1 TEAM LEADER INFORMATION I. Student profile - Full name: Tran Phuong Thao - Date of birth: 31/10/2002 - Place of birth: HaNoi, Vietnam - Class: BDA2020A Picture 4x6 - Program: Business Data Analysis - Address: Thuong Tin, Ha Noi - Phone no. Advisors: Full name Academic degree Rank Pham Thanh Huyen Master of Business Administration III. Other members: No.
Full name Class Position 1 Dinh Thi Thu Ha IB2020D Member Hanoi,15th April 2024 Advisor Team Leader (Sign and write fullname) (Sign and write fullname) Trần Phương Thảo ACKNOWLEDGE First of all, we include 2 members in our team who would like to acknowledge the International School - Vietnam National University for giving us the opportunity to implement and realize our ideas. Secondly, we would like to extend our deepest thanks to our instructor, Master Pham Thanh Huyen, who gave us detailed instructions, enthusiasm and helped us to guide our topic in a specific way. Thank you for the timely and detailed support from the student work department officer who helped us with the administrative procedures so that we could carry out the procedures in a convenient and efficient way. And finally, we would like to thank those of you who supported, encouraged and shared, spread our survey to the right target audience and our survey participants who helped us collect the data needed to complete this survey.
Research Group 1 TABLE OF CONTENTS ABSTRACT. Research Motivation and Background. Research Objective, Questions and Scope:. The historical of AI Image Creator Models.
Bing AI Image Creator: Overview. How to use Bing Image Creator. Bing AI Image Creator Design Experiment. Reliability and Validity Test.
PROPOSED CONCLUSIONS AND SOLUTIONS. Conclusion and recommendation of research results. Limitation and furture research of the study. 68 2 LIST OF TABLES Table 1: List of questionnaires.
45 Table 2: Statistical analysis of demographics. 48 Table 3: Construct reliability and validity. 51 Table 4: Collinearity statistic (VIF). 53 Table 5: Bootstrapping Path Coefficient.
56 Table 6: R-square Overview. 58 3 LIST OF FIGURES Figure 1: Process of Dall-E model. 15 Figure 2:Stable Diffusion Model. 16 Figure 3: Bing Image Creator interface.
19 Figure 4: Bing Image Creator on Skype interface. 20 Figure 5: Dove shampoo packaging design by Bing AI Image Creator from 1st prompt. 22 Figure 6: Dove shampoo packaging design by Bing AI Image Creator from 1st prompt. 23 Figure 7: Heineken beer packaging design by Bing AI Image Creator.
24 Figure 8: Heinz ketchup first packaging design by Bing AI Image Creator. 25 Figure 9: Heinz ketchup second packaging design by Bing AI Image Creator. 26 Figure 10: Nike packaging shoes design by Bing AI Image Creator. 27 Figure 11: The Design Thinking Process.
28 Figure 12: Applied Midjouney experiment for NIKE. 33 Figure 13: Applied Midjourney experiment for Cinderella. 33 Figure 14: Applied Midourney experiment for Mercedes Ben. 33 Figure 15: Research relationship model.
40 Figure 16: : PLS-SEM algorithm result relationship model. 57 4 ABSTRACT Since the 1940s, artificial intelligence (AI) technology has been evolving, improving and becoming a powerful human support tool in every field. We already knew about the magic of Chatbot AI when Chat GPT was first launched, its ability to deliver its search information so specific, detailed and fast that as soon as it was launched its trial reached a million visits in just one day, and the increasing competitiveness of search engines such as Google had to quickly get involved in this AI race. And so, humans have a completely different view of the unique capabilities of AI, opening up a new revolution in which the world's largest technology companies have to research their products every time to compete with other competitors.
Nowadays, AI is not only a virtual assistant that helps people find information and make useful suggestions, but also has the ability to create images with just reminders, from text - to image (prompt). With simple operation, rich imagination and not taking too much time to wait, even people who haven't gone through a design class can also create their own artistic designs. But is it possible for such "fast food” paintings to be applied to other professions? Are consumers' attitudes to this technology interesting and satisfied? The rapid and exciting development of this technology is the prerequisite for our research team to implement this project. The aim of the study is to examine the impact of AI-generated designs, including the timely, visual aspects of AI design combined with the attitude of consumers who are familiar with these product brands on the market with the acceptance of AI's product packaging design.
This study took a sample survey of more than 200 feedback from customers who already had a certain understanding of the products we referred to, a survey of their attitudes when observing the product packaging designs created by this AI. After collecting the data, we use the PLS-SEM analysis method to measure the relationship between variables that have a positive or negative impact on the dependent variable. They are expected to bring positive relationships in terms of acceptance of design technology from AI in general and the Bing AI Image Creator platform in particular. 5 In this paper, we divide it into five main sections, including: Introduction, Literature Review, Model, Study Design, Results and Conclusions and a number of evaluations and contributions.
In Introduction, in addition to introducing the reports and conclusions in previous research papers on the same topic, we will present more about the background of AI development in general and AI imaging in particular, then we will go deeper into the software that we mainly use in this study - Bing AI Image Creator, adding that is the steps to make a complete product on this platform. Literature Review section will cover the theories that are the basis for demonstrating that our independent variables are related to the dependent variable: user and customer acceptance of AI imaging technology in general. The model section will visually demonstrate the correlation between these independent and dependent variables with detailed descriptions in words. In Study Design section, we will present how we run data collected from survey participants, who are already familiar with the brands that have applied the Bing AI Image Creator imaging technology to perform design illustrations.
Then we use the data analysis method: apply the appropriate PLS-SEM model to evaluate the reflective model, run the model to observe the relationship between variables. Finally, we will come up with conclusions for the research and provide some extensive observations that will contribute to the practicality of the research. Keywords: Artificial Intelligence, AI, Bing AI Image Creator, AI Design, Timing, Brand Love, Brand Trust, Brand Attitudes, Acceptance AI Technology, Attractive Perceived, Packaging Design, Purchase Intention 6 I. Research Motivation and Background The strong development of the Fourth Industrial Revolution (or Industry 4.0) has marked a significant and unfamiliar turning point in production activities, where technology is rapidly advancing to a level that is difficult to control (Ken Rolfes, 2019).
Prominent advanced technologies in the context of Industry 4.0 include the Internet of Things (IoT), Artificial Intelligence (AI), and automation. According to a report by Maximize Market Research, by 2023, Industry 4.0 technologies are predicted to have a profound impact on organizations worldwide, with AI being the main driving force of the transformation (Global Industry 4. AI refers to the ability of a machine to perform human-like functions such as learning, reasoning, and problem-solving. It enables computer systems to learn from experience and be creative based on initial data (Banitaan et al.
With the advancements in AI, a popular term that is mentioned is Chatbot, which is continuously infiltrating every aspect of human life. According to Bhoir, a Chatbot is an AI program that simulates conversation with users through messaging applications, mobile apps, or phones (Bhoir et al. Chatbots not only help users access information quickly but also optimize strategies and plans, enhance content creativity, and personalize messages (Quach, 2022). Therefore, the application of AI Chatbots, especially in the field of digital marketing, has become an important part of the business strategies of many companies.
Chatbots are seen as a completely new technology, as they have been upgraded to the point where they can replace faces, mimic voices, brand products, and are called "Deep fakes," as Hanna writes, as all of this can be done with an impressive speed by simply pressing a button on a computer (Hanna & Arts, 2023). In addition, based on the current market economy, building a brand image is essential for businesses to survive in harsh economic conditions, to have long-term sustainability, and to maximize their strength and positioning among other brands (Goad, 1999) .Developing a brand image is particularly important in Asia in general and Vietnam 7 in particular, as companies have to face the challenge of the presence of famous international brands from abroad and the perception of the Vietnamese people that Vietnamese brands are inferior (Bernd H. Schmitt, 1994; Jacob, 1993; Schutte, 1998). To create this, according to Hutton, stimulating visual perception is an important part of any brand-building strategy.
It refers to factors such as logos, signage, packaging, product design, advertising, and websites (Hutton, 1997). Indeed, Krishna's research (2012) confirmed that marketing through visual stimulation using product packaging will convey the meaning of the brand as well as the abstract attributes of the product (Krishna, 2012). It will affect expectations of the product experience - its appearance, sound, feel, smell, or taste. Previous studies have shown a high correlation between product design quality and the financial performance of companies (Hertenstein, 2001).
This further demonstrates the important and necessary role of the Design department in building a brand for the entire business. The idea and design representing a business will be carried out by a team of experts who perform complex processes to create innovative and unique designs. It can be said that the process of generating ideas and how to create an image that closely aligns with the initial idea is a long-term and resource-intensive process. Therefore, thanks to the strong development of Chatbot Open AI technology to minimize the time in the design process, users can use terms (called "prompts") to rephrase ideas for AI to learn and generate creative designs based on the provided data (Sami, 2022).
The AI technologies that can do this include Bing AI, Midjourney, Dall-E, GPT-3 (Chat GPT),. According to Hanna's research (2022), after surveying measuring the level of recognition and acceptance of AI in enriching advertising activities as well as an effective and useful solution, she concluded that using Midjourney produced impressive results and is a design solution for all fields, saving time and effort for designers (Hanna & Arts, 2023) Based on the contexts mentioned above, we truly see a positive correlation between product packaging design and customer brand attitude. There have been many articles proving this hypothesis and almost all have come to a positive conclusion. However, the topic of artificial intelligence (AI) in general and automated packaging design technologies 8 are still relatively new and have not been extensively evaluated to determine whether applying these AI technologies actually saves users time, effort, and truly enhances customer brand attitude.
This is still a mystery. Therefore, our research team has decided to conduct this study to measure the acceptance of using Bing AI technology in product packaging design by users and customers.