This presentation explores how generative AI (GenAI) can expand the scope of conjoint measurement by enabling the creation of validated stimuli across diverse formats and contexts. We showcase a variety of applications including assessing preferences for image characteristics in online property listings, optimizing the tone and structure of product review summaries, and measurement of intra-individual attitudes and beliefs. This approach ensures reliable, contextually accurate stimuli, opening new possibilities for studying complex consumer preferences with enhanced flexibility and depth.
