From Prompt to Product: Reimagining Visual Search with Generative AI – MSI

Working Paper

From Prompt to Product: Reimagining Visual Search with Generative AI

Jan Ole Krugmann

Technical University of Munich

Jochen Hartmann

Technical University of Munich

Sep 11, 2025

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Uses online experiments to demonstrate how GenAI design visualizations based on consumer specifications can enhance search satisfaction, product match and purchase intent in online retail.

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research recap

What’s a Picture Worth? How GenAI Visualizations Enhance Online Retail Search

GenAI visualizations can improve search in online retail, helping consumers articulate their preferences, providing feedback that they have been understood, and increasing their satisfaction and purchase intention. Visualizations that accurately reflect consumer specification for the design can enhance the experience even when the match to available products is not perfect.

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