This research explores the impact of generative art imagery in retail settings on consumers’ intellectual brand experience and behavioral intentions, with a focus on gender differences. The study introduces the concept of simulating generative art in a 3D-modeled retail store, comparing static and dynamic art elements. The literature review identifies a gap in understanding the role of generative art in retail environments and its intersection with gender. Key findings reveal that dynamic art elements enhance intellectual brand experience, supporting our hypothesis. However, there was no significant difference in approach intention between static and dynamic art conditions. The results indicate that intellectual brand experience fully mediates the relationship between art elements and approach intention. Gender moderates this relationship with males who experienced a stronger impact of dynamic art elements on intellectual brand experience than females. The results provide insights into the potential of generative art to shape consumer perceptions and behaviors in retail environments.