Consumers set on self-improvement pay less for AI that does the work for them, study finds

The effect was stronger when consumers felt a high level of perceived self-threat. The researchers report that self-improvement motivation explains the link: products that replace effort aimed at self-improvement clash with what these consumers want to achieve.

The authors say this is not a wholesale rejection of AI. When AI-powered products were positioned as tools that support rather than substitute consumers' self-improvement efforts, ideal-self pursuit increased preference, which points to positioning as a lever for companies selling such products.

The study starts from a puzzle: despite AI's sophistication and efficiency gains, many consumers still prefer to do certain tasks themselves. Earlier research mostly explained this through perceived competence and trust, giving little attention to self-identity and ideal-self pursuit.

Drawing on identity-based motivation theory and self-discrepancy theory, the authors tested domains where personal effort and capability development are central to attaining the ideal self. Across the field study and four experiments, stronger ideal-self pursuit went with lower preference and lower willingness to pay for substitutional AI products.

The effect depended on perceived self-threat and ran through self-improvement motivation. The authors conclude that positioning AI as support for self-improvement, rather than a replacement for effort, can align products with consumers' identity-related motivations.