A new study from WSU reveals that using the term “artificial intelligence” in product descriptions often reduces consumer purchase intentions. Emotional trust declines when AI is mentioned, especially for high-risk products. Researchers recommend businesses focus on product benefits instead of AI jargon to boost sales.
In a revealing study by Washington State University, researchers found that incorporating the phrase “artificial intelligence” in product descriptions could unintentionally drive customers away. The analysis, involving over 1,000 American adults, highlighted a negative correlation between AI mentions and consumer trust. According to lead author Mesut Cicek, the key takeaway is that emotional trust is crucial in shaping perceptions of AI-driven products, often dampening purchase intent when the terminology is used.
The study’s findings shed light on the complex relationship between technology and consumer behavior. As businesses increasingly harness AI to enhance their offerings, understanding consumer reactions becomes vital. This research indicates that the perception of AI can vary drastically across product categories, particularly affecting those classified as high-risk, such as medical or financial services, where uncertainty leads to hesitance in purchase decisions.
The insights from this study encourage companies to rethink how they market AI-enhanced products. Marketers are advised to focus on highlighting tangible benefits over buzzwords like “artificial intelligence” to foster emotional trust. Ultimately, the study emphasizes that clear communication can significantly influence consumer behavior and purchasing choices.
Original Source: news.wsu.edu
