A recent study from the University of Washington has unveiled surprising insights: mentioning artificial intelligence (AI) in product descriptions can actually lower sales. This might seem counterintuitive in our tech-driven age, but it turns out that AI can sometimes hurt more than it helps in consumer marketing.
Study Overview: AI’s Impact on Consumer Trust
The research, led by Mesut Cicek, a clinical associate professor of marketing, surveyed over 1,000 adults in the US to understand how AI disclosures affect consumer behaviour. The findings are clear—products described with AI features tend to be less popular among buyers.
Key Findings:
- Emotional Trust Decline: The mention of AI often reduces emotional trust, which is crucial for purchase decisions.
- Product Examples: The study tested various products, including a smart TV. Products with AI mentioned in their descriptions were less appealing to consumers.
Why AI Mentions Lower Trust
The study highlights that emotional trust plays a significant role in consumer choices. When AI is mentioned:
- Trust Erosion: People feel less emotionally connected to products featuring AI.
- High-Risk Products: The negative impact of AI mentions is most pronounced in high-risk categories, such as:
- Expensive electronics
- Medical devices
- Financial services
High-Risk Perception:
- Consumer Distrust: These categories often involve significant investments or personal health, making consumers more cautious about AI’s role.
- Impact on Purchase Intentions: The inclusion of AI in these contexts tends to deter potential buyers.
Strategies for Marketers: Navigating AI in Descriptions
For marketers, this study suggests a need for a strategic approach when discussing AI. Here’s how to navigate AI mentions effectively:
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Focus on Benefits: Instead of highlighting AI, concentrate on how the technology benefits the consumer.
- Feature Emphasis: Describe what the product does and how it improves the user experience.
- Real-Life Applications: Use practical examples to illustrate the advantages without leaning on AI jargon.
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Build Emotional Trust: Aim to foster a connection with potential buyers by:
- Transparency: Provide clear, jargon-free explanations of how the product works.
- Customer Testimonials: Use reviews and testimonials to build trust and credibility.
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Tailor Your Approach: Adjust your messaging based on the product type:
- For High-Risk Products: Avoid mentioning AI unless it’s crucial to the product’s function.
- For Low-Risk Products: You might still highlight AI, but balance it with tangible benefits.
Real-World Examples and Insights
Consider the following scenarios:
- Smart TVs: A smart TV with AI might offer advanced features like voice control. Instead of emphasising the AI aspect, focus on the convenience and entertainment value of these features.
- Medical Devices: For devices like glucose monitors, consumers might be wary of AI. Highlight the accuracy and ease of use rather than the technology behind it.
Conclusion: Less Is More with AI
Incorporating AI into product descriptions isn’t always a selling point. The recent University of Washington study underscores that, while AI is a powerful technology, its mention can sometimes undermine consumer trust and reduce sales.
Marketing Takeaway:
- Be Strategic: Use AI terms judiciously and focus on the direct benefits and features of the product.
- Build Trust: Enhance consumer confidence by providing clear, relatable information and emphasising the product’s value.
By carefully considering how to present AI, marketers can avoid alienating potential buyers and instead highlight what truly matters to consumers.
