There is no doubt that advances in robotics and artificial intelligence are transforming the economy. However, new research from RSM reveals that consumers often still prefer products created by humans. According to the study, in situations where product uniqueness is important, people would rather know humans were involved in its creation. 

Stefano Puntoni, Professor of Marketing at the RSM, Erasmus University says: “Companies tend to make automation decisions based on supply-side arguments like efficiency and cost. But what about demand-side arguments? What if customer interest is higher when humans are involved in production activities?


  • Rotterdam School of Management, Erasmus University
    Role: General
    Reference type: Referenced
  • Stefano Puntoni
    Role: Faculty
    Reference type: Quoted

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