Recent research has shown that mentioning “artificial intelligence” in product descriptions can significantly decrease consumer trust and reduce purchase intentions. This surprising finding underscores a growing backlash against AI in marketing, highlighting a critical mistake companies are making by overemphasising AI features.
The Impact of AI on Consumer Trust
A recent study published in the Journal of Hospitality Marketing & Management revealed that products branded with AI terms tend to perform worse in the market. The study, led by Mesut Cicek, a clinical assistant professor of marketing at Washington State University, highlights the unintended consequences of AI-centric marketing strategies.
- Key Finding: The mention of “artificial intelligence” in product descriptions often lowers emotional trust, which in turn diminishes purchase intentions.
- Research Basis: The study involved 1,000 respondents and covered eight different product and service categories, all showing that AI terminology had a negative impact.
Why AI Terminology Can Be a Turn-Off
The research found that consumers are increasingly sceptical of products that tout AI features. Here’s why:
- Emotional Trust: The mention of AI can erode emotional trust. Consumers may feel uneasy or skeptical about the technology’s reliability or its impact on their safety.
- High-Risk Purchases: For high-value or high-risk products, such as electronics or medical devices, the negative impact of AI terminology is even more pronounced. People are wary of potential risks associated with these products.
Experiment Results: AI vs Non-AI Descriptions
In an experiment conducted by the researchers, participants were presented with two versions of a smart television product description:
- AI-Inclusive Description: This version mentioned “artificial intelligence.”
- Non-AI Description: This version omitted AI-related terms.
The results were striking:
- Less Likely to Purchase: Participants were significantly less likely to purchase the TV when it included AI in the description.
- Higher Purchase Intent: Conversely, the TV was more appealing when AI was not mentioned.
This trend was consistent across all product categories tested, indicating a clear consumer preference for avoiding AI jargon.
The Bigger Picture: AI Hype and Consumer Fatigue
The backlash against AI in product descriptions is part of a broader trend:
- AI Hype Cycle: According to Gartner, the hype surrounding generative AI has surpassed the “peak of inflated expectations,” moving towards a phase of disillusionment.
- Overuse of AI Terms: Companies are often too eager to label their products as “AI-powered,” despite actual technological shortcomings and high costs. This overuse contributes to consumer fatigue and skepticism.
Strategies for Effective Marketing Without AI Jargon
To avoid alienating potential customers, companies should consider these strategies:
- Focus on Benefits: Instead of highlighting AI, emphasise the practical benefits and features of the product.
- Build Emotional Trust: Craft marketing messages that build emotional connections and address customer concerns directly.
- Avoid Buzzwords: Refrain from using tech jargon that may confuse or alienate consumers.
Conclusion: Rethinking AI in Marketing
The growing consumer backlash against AI terminology in marketing is a critical lesson for companies. The focus should shift from promoting AI features to emphasising product benefits and building trust. By adapting marketing strategies to align with consumer preferences, businesses can improve their engagement and increase purchase intentions.
In summary, while AI continues to be a significant technological advancement, its overuse in marketing may not always be beneficial. Instead, focusing on clear, trust-building messages can lead to better consumer responses and ultimately, increased sales.
