Using Artificial Intelligence to Generate Visual Vignettes in Factorial Survey Experiments

Factorial survey experiments are widely used in the social sciences to study decision-making and attitudes through controlled, experimentally manipulated scenarios – typically presented as text. While textual vignettes offer flexibility and ease of use, they often lack realism and may limit participant engagement. This article explores how generative artificial intelligence (AI) can be used to create customisable images for visual vignettes. It demonstrates techniques for producing and selectively editing images, highlighting their potential to address the demands of experimental social science research, while it also acknowledges key challenges, including ethical considerations, biases inherent in AI tools, and technical limitations. The article showcases potential applications of AI-generated images in social science research and draws on a pretest with human participants to present evidence on how AI-generated images are perceived and interpreted. By critically evaluating both opportunities and challenges, this article provides researchers with practical guidance on integrating AI-generated visuals into factorial survey experiments, enhancing methodological approaches in the social sciences.