Pinto, Diego CostaNunes, Joana Rita MartinhoPintão, Cláudia Isabel Pereira2025-06-272025-06-272025-06-26http://hdl.handle.net/10362/184547Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceArtificial Intelligence is increasingly part of our lives, and with the growing use of technologies such as Generative AI, it is especially important to understand and study human-AI interactions. While past studies have analyzed the broader impact of Generative AI in different areas, few have explored how people’s emotional responses to AI-generated work shape their perception on who created it and who owns it. The purpose of this study is to analyze the relationship between the utility of Generative AI (utilitarian or meaningful) with the user sense of ownership over the AI-generated work, through the emotional attachment a user forms with that content. An experimental study was conducted through an online questionnaire using two initial conditions, one condition being a utilitarian Generative AI utility (cake recipe), and the other being meaningful Generative AI utility (personal letter). These conditions were made to assess whether the two different types of utility lead to different emotional attachments with the Generative AI outputs and if consequently that affects the user’s sense of ownership. The results obtained evidence that emotional connection can be a significant predictor of the sense of ownership, meaning that users that felt more emotionally connected with the resulted work, felt a stronger sense of ownership over it. However, the findings support that the emotional connection does not mediate the relationship between Generative AI utility and the user sense of ownership over the resulted work. Finally, this research contributes to highlighting the importance of studies on human-AI interactions, as they serve as a foundation for advancing most different technologies across various fields. Understanding this type of interactions it’s an important piece for creating AI systems that are effective, safe, and designed with user’s needs in mind.engAIGenerative AIOwnershipAI UtilityHuman-AI InteractionSDG 9 - Industry, innovation and infrastructureSDG 17 - Partnerships for the goalsmaster thesis203968794