AI-generated inclusive packaging: bridging consumer well-being and branding outcomes

Purpose This study investigates how AI-generated inclusive packaging impacts eudaimonic well-being and brand love, subsequently influencing brand equity and willingness to buy. It also examines whether exposure to inclusive packaging enhances these effects. Design/methodology/approach A between-subjects experiment with 481 consumers compared responses to AI-generated inclusive packaging versus conventional packaging. Data were analysed using structural equations modelling and multigroup analysis. Findings Results indicate that AI-generated inclusive packaging positively influences eudaimonic well-being and brand love, enhancing brand equity and willingness to buy. Additionally, multigroup analysis confirmed that these effects are stronger with AI-generated inclusive packaging. Originality/value This study pioneers exploring AI-generated inclusive packaging’s psychological and branding outcomes. Moreover, it offers novel insights into how inclusive designs can enhance consumer well-being and emotional engagement, providing a foundation for future research in inclusive branding.