As AI increasingly influences product innovation, our current work explores how consumer preferences for AI-developed products vary across consumption contexts. Across several product categories AI has been deployed in product design, manufacturing, and functionalities development. Brands tend to highlight such information in their marketing campaigns, product descriptions, and packaging in an attempt to signal innovation. We predict while such information can help consumers buy the product for themselves but not for others. Across six studies, we demonstrate that consumers are more likely to choose AI-developed products for themselves than for others. We attribute this difference to the uncertainty that arises in product’s quality and performance because of AI’s involvement in the development process. We predict that individuals believe that others are more sensitive to uncertainty and therefore are more likely to react negatively to the uncertainty invoked by AI in the product quality and performance. Our findings contribute to understanding how AI’s role in manufacturing affects consumer perceptions and choices, offering insights for marketing strategies in an AI-driven marketplace.