Artificial intelligence is considered a future technology, but consumers are skeptical. A new study shows that the explicit mention of AI in product descriptions significantly reduces the willingness to buy. What is behind this surprising trend? The term artificial intelligence is on everyone’s lips and is used by many companies as a sales argument. But a recent study by Washington State University (WSU) comes to a surprising conclusion. The explicit mention of AI in product descriptions significantly reduces customers’ willingness to buy.
The researchers led by Mesut Cicek, clinical assistant professor of marketing at WSU, surveyed over 1,000 Americans about their purchasing behavior. In several experiments, they presented the participants with identical product descriptions – with one crucial difference: one group explicitly mentioned the term “artificial intelligence” and the other did not.
The result was clear: products that were described as AI-based were consistently less popular. “The mention of AI reduces emotional trust, which in turn reduces the intention to buy,” explains study leader Cicek. The researchers observed this effect across eight different product and service categories. Infographic Artificial Intelligence: The biggest fears about AI
The negative reaction to mentions of AI was particularly pronounced in the case of so-called “high-risk products”. These include expensive electronics, medical devices or financial services – areas in which wrong decisions can have potentially serious consequences. “With such products, the mention of AI makes consumers even more cautious and reduces the likelihood of purchasing,” says Cicek. The term apparently arouses uncertainty and mistrust in many people, especially when it comes to sensitive or expensive purchases.
The study, which was published in the renowned Journal of Hospitality Marketing & Management published identifies emotional trust as a crucial factor. According to the study, the explicit mention of AI leads to consumers trusting the product less – which has a direct impact on the purchase intention.
Interestingly, this effect was seen regardless of the actual product features. In one experiment, the researchers presented identical descriptions of a smart TV. Just the mention of AI in one of the versions was enough to reduce the willingness to buy.
The study provides valuable insights for companies and marketing experts. “Marketing managers should carefully consider how they present AI in their product descriptions,” advises Cicek. Instead of emphasizing AI as a buzzword, he recommends focusing on concrete features and benefits. Companies should be particularly cautious with risky products or services. Here, it could be worthwhile to develop strategies to strengthen consumers’ emotional trust instead of advertising with AI buzzwords.
Infographic Artificial Intelligence: What does the future look like? The results also raise fundamental questions about how to deal with new technologies. There is clearly a discrepancy between technological progress and acceptance among the population. Companies are faced with the challenge of communicating the benefits of AI without fueling fear or mistrust.
It is important to note that the study focuses on the US market. It remains to be seen whether the results can be transferred one-to-one to other countries and cultures. In addition, attitudes towards AI could change as the technology becomes more widespread and people become more accustomed to it. In the future, it would be interesting to investigate how attitudes towards AI change over time.
It is possible that consumers actually become accustomed to AI-based products as they gain more experience, which could mitigate the negative impact. Cultural differences in the perception of AI would also be an interesting starting point for further research. What do you think? Does the mention of AI in product descriptions make you skeptical or do you see it as a selling point? Share your experiences and opinions in the comments.
