A new study from Georgia State University's J. Mack Robinson College of Business and the University of South Florida reveals that consumers may be skeptical about the sustainability of products designed by artificial intelligence (AI). Published in the Journal of the Academy of Marketing Science, the research found that when people learn a product was designed by AI instead of a human, they tend to view it as less sustainable. In one experiment, the same backpack received a sustainability rating of 4.27 out of 7 when described as human-designed, but only 3.61 when labeled "AI-designed." The physical product remained unchanged—the only difference was the story behind it. The researchers also conducted a live A/B test with ads for a reusable cup. When the product was described as "AI-designed," click-through rates and engagement were significantly lower compared to when it was labeled "human-designed." In another test, when people were given the choice of a free toothbrush with sustainability in mind, more than three-quarters selected the human-designed version, even though both toothbrushes were identical. For companies investing in AI for product development, this creates a paradox. AI can objectively make products more sustainable by optimizing materials and reducing waste. However, if marketing emphasizes AI's role, it might actually reduce consumer trust in the product's sustainability. Through interviews with product design executives, the researchers identified a key concept: "genuine care." This refers to the belief that real love, intention, and moral concern were involved in a product’s creation. One executive said, "Why would AI care if my product is sustainable like a human would? AI doesn't have kids that are going to walk the Earth in 100 years." Statistical analysis confirmed that this perception of "genuine care" is what links AI involvement to lower sustainability ratings. Consumers often associate sustainability with human values like empathy, responsibility, and moral intent. These qualities are not typically extended to machines, even advanced ones. Efficiency, while beneficial, can be seen as cold, whereas care is seen as sustainable. However, the study found that the perception gap can be reduced if companies explicitly frame AI as being "guided by genuine care for environmental and societal outcomes." This approach lessens—but does not eliminate—the "sustainability penalty" associated with AI-designed products. Simply being transparent about using AI, however, doesn’t help. The bias persists regardless of a consumer's familiarity with AI. This research comes at a critical time as AI becomes increasingly integrated into product development, from initial ideas to manufacturing. Regulators are also moving toward requiring companies to disclose AI's role in design. As a result, companies will soon need to be more open about AI's involvement in their products. According to the study, how they communicate this involvement—emphasizing care and responsibility—will be just as important as the AI's actual capabilities.