A recent study led by Washington State University researchers has found that using the term "artificial intelligence" in product descriptions can actually reduce purchase intentions among consumers. The research, published in the Journal of Hospitality Marketing & Management, involved experimental surveys with over 1,000 adults in the US and consistently showed that products described as using artificial intelligence were less popular. According to Mesut Cicek, clinical assistant professor of marketing and lead author of the study, when AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions. The researchers found that this negative response was even stronger for "high-risk" products and services, such as expensive electronics or medical devices. The study's findings provide valuable insights for companies, with Cicek advising marketers to carefully consider how they present AI in their product descriptions and focus on describing the features or benefits rather than emphasizing the technology itself.
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