According to researchers, including the words “artificial intelligence” in product marketing is actually a major turn-off for consumers. Can someone please share this with the thousands of tech start-ups that continue to do it?
You’ve probably noticed it too – every second company cramming “AI” into its products and descriptions. In fact, a new study shows that this is a mistake, as products described as using AI are consistently less popular.
The research is published in the Journal of Hospitality Marketing & Management. Its authors presented 1,000 respondents with questions and descriptions of products. The results were surprising.
"When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions," said lead author and Washington State University clinical assistant professor of marketing Mesut Cicek in a statement.
"We found emotional trust plays a critical role in how consumers perceive AI-powered products."
In one experiment, participants were presented with identical descriptions of smart televisions. The only difference was the term “artificial intelligence,” which was included for one group and omitted for the other. The study says the group that saw AI included in the product description indicated they were less likely to purchase the television.
The responses to AI disclosure were even more negative for high-risk products and services such as expensive electronics, medical devices, or financial services. According to Cicek, people can lose a lot of money and are more wary when AI is mentioned in the descriptions.
Emphasizing AI may not always be beneficial, particularly for high-risk products. Focus on describing the features or benefits and avoid the AI buzzwords,” he said.
“Marketers should carefully consider how they present AI in their product descriptions or develop strategies to increase emotional trust. Focus on describing the features or benefits and avoid the AI buzzwords,” said Cicek.
The trend of consumers becoming disillusioned with the AI hype is larger. Earlier this year, technology research and consulting firm Gartner found that the hype surrounding generative AI had passed the "peak of inflated expectations," marked by "overenthusiasm and unrealistic projections."
According to Gartner’s formula for hype cycles, they consist of five key phases. After the technology breakthrough and the peak, a trough of disillusionment should follow – before the benefits of the technology are more widely understood and mainstream adoption begins.
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