A recent study published in Hospitality Marketing & Management found that highlighting a product’s use of artificial intelligence (AI) can actually decrease its appeal to potential buyers. The researchers conducted a series of surveys, asking 1,000 adults in the United States about their perceptions of products that use AI.
The results showed that products explicitly described as using AI were generally less popular among consumers. This was true across various product categories, including high-risk products and services such as healthcare and financial services.
The researchers suggest that the negative reaction to AI is due to a lack of emotional trust. When AI is mentioned, it can create uncertainty and hesitation among consumers. This is particularly true for high-stakes products and services, where safety and reliability are paramount.
Key Takeaways:
• Emphasizing AI in product descriptions can harm sales
• Consumers are wary of AI due to lack of emotional trust
• Focusing on benefits and features rather than AI can increase appeal
• Marketers should carefully consider how they present AI in product descriptions