New research from DIGIT Lab, the UK’s national research centre for digital innovation, suggests that creative work produced solely by artificial intelligence triggers significantly weaker emotional responses than designs shaped by humans or by human–AI collaboration.
The study, led by Professor Saeema Ahmed-Kristensen, Associate Pro-Vice-Chancellor for Research & Impact at the University of Exeter, asked participants to compare human-created work in architecture, film and art with AI-generated versions produced from the same briefs. Respondents then reported their emotional reactions and impressions of each piece.
Humans Still Value Human Skill
The findings reveal a clear preference for human creativity:
- 82% of respondents said human-generated design felt more meaningful.
- 71% reported feeling less emotionally connected to AI-only work.
- 81% believe AI-generated design requires little or no real creative skill.
- 62% say human-led work demonstrates exceptional creative talent.
When describing why AI designs felt different, nearly half (48%) said machine-generated work lacked human emotion, while 40% said it appeared “too perfect” to feel authentic. Over a third (36%) said the emotional impact of AI-only design faded quickly.
Professor Ahmed-Kristensen warns that creativity risks becoming hollow if human intention is removed. “If we rely on AI alone, we risk creating a world of designs that may be flawless but feel empty,” she said. “If we use technology to make design smarter, fairer and more impactful – then it becomes a partner, not a threat.”
Emotional Impact Drives Value
The research highlights that emotional resonance is central not just to aesthetics, but also to how people value and keep products. Respondents said human-led work felt more personal (52%) and showed visible effort (65%). By contrast, AI-generated designs were viewed as technically impressive but emotionally flat.
Examples from recent pop culture echo this divide: a widely criticised AI-generated Christmas campaign from Coca-Cola was labelled “soulless”, while a handcrafted Apple TV intro featuring real glass elements drew praise for its authenticity.
This contrast underscores what researchers describe as an expanded form of the “uncanny valley,” in which AI-generated perfection can feel subtly unsettling, triggering disengagement rather than admiration.
Why Human–AI Hybrids Work Better
DIGIT Lab argues that the most powerful creative work blends human perception with machine capability. In a recent project, Professor Ahmed-Kristensen’s team asked AI to produce vase designs. Although the final results were visually appealing, this only happened because the system had been programmed with human models of perception beforehand. Without those inputs, the AI lacked an understanding of beauty or emotional cues.
The research also highlights the value of AI after the initial creative spark. Once an idea exists, AI can help generate variations, analyse performance and refine designs for sustainability, accessibility and cost. When shown this hybrid approach, 70% of respondents said they still viewed the resulting art as creative and meaningful, so long as humans guided the process.
A complementary DIGIT Lab paper, Exploring the Use of LLMs to Evaluate Design Creativity, found that AI can mimic expert reasoning when assessing novelty and usefulness—positioning it as a powerful tool for refining, rather than replacing, creative thinking.
“Machines Generate and People Feel”
Professor Ahmed-Kristensen believes this balance is key to the future of creative industries. “Machines generate and people feel,” she said. “AI can enhance the final stages of the creative process not by replacing imagination but by refining and accelerating it.”
DIGIT Lab’s research ultimately argues for a hybrid model of creativity in which human emotional intelligence leads the process and AI supports it through analysis and optimisation. It’s not a competition between the two, but a partnership that strengthens what each does best.
Survey Methodology
The findings are based on a survey of 500 UK adults, commissioned by DIGIT Lab and carried out in November 2025.
About DIGIT Lab
DIGIT Lab is an EPSRC Next Stage Digital Economy Research Centre, headquartered in London and operated with the University of Exeter. Its work brings together researchers and industry partners to explore the future of creativity, design and work in an AI-driven world. Under the leadership of Professor Saeema Ahmed-Kristensen, the centre focuses on how technology can enhance human capability and support more sustainable, inclusive and emotionally intelligent design.
Professor Ahmed-Kristensen and Melisa Leñero, Global Programs Director at International Development Enterprises, will launch dcoded – a new podcast exploring design, technology and human experience – on 10 December 2025 across TikTok, Instagram, Spotify, Riverside Studio and YouTube.
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