With the growing prevalence of the term “artificial intelligence” in marketing campaigns, it appears that products and services leveraging this technology may not gain as much popularity compared to their alternatives. According to new research conducted in the United States, marketing lecturer at Washington State University, Misos Sisik, suggests that including the term “artificial intelligence” in product descriptions may negatively impact purchase intentions.
Concerning Findings
His team conducted a study involving over a thousand individuals regarding their opinions on artificial intelligence and found that products described with this term were consistently less popular. Sisik confirmed that the experiments included eight different categories of products and services, all showing that the inclusion of “artificial intelligence” negatively affected the product’s appeal.
Increased Level of Rejection
Furthermore, the level of rejection significantly increased with the perceived risks associated with the product. People have become more cautious towards medical devices or financial services based on artificial intelligence. According to Sisik, the emphasis on “artificial intelligence” may not always be beneficial, especially for high-risk products. He advises companies to focus on describing features or benefits instead of using terms that might provoke anxiety.
Trust and Technology
While the benefits of artificial intelligence have been highlighted in many fields such as health and medicine, recent advancements have also raised warnings about potential risks, such as job loss and academic fraud. In this context, the study points to the importance of “presenting artificial intelligence in a thoughtful manner” in marketing descriptions, as well as the need to develop strategies that enhance emotional trust among consumers.
The use of the term “artificial intelligence” in marketing can be a double-edged sword. While it can spark excitement and interest, it often leads to diminished trust and heightened consumer caution, especially in sensitive categories. Companies must carefully consider how to employ this term to maximize benefits without negatively impacting the reputation of their products or services.
