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From Perceived Creativity To Status Quo Bias The Case Of Digital Twins In The Home

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  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

Abstract

Digital twins are a digital representation of the physical world. Among the multiple applications of digital twins, housing is one of the first sectors concerned. The objective of this re-search is to determine whether interior designs conceived by digital twins are more readable by artificial intelligence than human-designed designs (1) and whether these designs generate more consumer preference (2). Our first experiment shows that AI generates fewer annotation or classification errors when analyzing designs conceived via digital twins. Our second experiment shows that consumers' attitudes are more favorable towards designs conceived by digital twins. Aesthetics and complexity, which are two dimensions of object creativity, are perceived negatively. Only the "novelty" dimension which can be assimilated to modernity ex-plains a strong preference for this type of interior. A discussion on AI as a possible brake on creativity and reinforcement of the status quo bias is proposed.

Suggested Citation

  • Maria Mercanti-Guérin, 2021. "From Perceived Creativity To Status Quo Bias The Case Of Digital Twins In The Home," Post-Print hal-03450262, HAL.
    • Handle: RePEc:hal:journl:hal-03450262
    Note: View the original document on HAL open archive server: https://hal.science/hal-03450262
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    References listed on IDEAS

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    1. Michael W. Grieves, 2005. "Product lifecycle management: the new paradigm for enterprises," International Journal of Product Development, Inderscience Enterprises Ltd, vol. 2(1/2), pages 71-84.
    2. Ergo Pikas & Lauri Koskela & Olli Seppänen, 2020. "Improving Building Design Processes and Design Management Practices: A Case Study," Sustainability, MDPI, vol. 12(3), pages 1-18, January.
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    Keywords

    digital twins; AI; creativity; status quo;
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