ARTICLE AD BOX
Research shows that name-dropping AI successful selling transcript mightiness backfire, lowering user spot and acquisition intent.
A WSU-led study published successful the Journal of Hospitality Marketing & Management recovered that explicitly mentioning AI successful merchandise descriptions could crook disconnected imaginable buyers contempt AI’s increasing beingness successful user goods.
Key Findings
The study, polling 1,000+ U.S. adults, recovered AI-labeled products consistently underperformed.
Lead writer Mesut Cicek of WSU noted: “AI mentions alteration affectional trust, hurting acquisition intent.”
The tests spanned divers categories—smart TVs, high-end electronics, aesculapian devices, and fintech. Participants saw identical merchandise descriptions, differing lone successful the beingness oregon lack of “artificial intelligence.”
Impact connected High-Risk Products
AI aversion spiked for “high-risk” offerings, which are products with steep fiscal oregon information stakes if they fail. These items people trigger much user anxiousness and uncertainty.
Cicek stated:
“We tested the effect crossed 8 antithetic merchandise and work categories, and the results were each the same: it’s a disadvantage to see those kinds of presumption successful the merchandise descriptions.”
Implications For Marketers
The cardinal takeaway for marketers is to rethink AI messaging. Cicek advises weighing AI mentions cautiously oregon processing tactics to boost affectional trust.
Spotlight merchandise features and benefits, not AI tech. “Skip the AI buzzwords,” Cicek warns, particularly for high-risk offerings.
The probe underscores affectional spot arsenic a cardinal operator successful AI merchandise perception.
This creates a dual situation for AI-focused firms: innovate products portion simultaneously gathering user assurance successful the tech.
Looking Ahead
AI’s increasing beingness successful mundane beingness highlights the request for cautious messaging astir its capabilities successful consumer-facing content.
Marketers and merchandise teams should reassess however they contiguous AI features, balancing transparency and idiosyncratic comfort.
The study, co-authored by WSU prof Dogan Gursoy and Temple University subordinate prof Lu Lu lays the groundwork for further probe connected user AI perceptions crossed antithetic contexts.
As AI advances, businesses indispensable way changing user sentiments and set selling accordingly. This enactment shows that portion AI tin boost merchandise features, mentioning it successful selling whitethorn unexpectedly interaction user behavior.
Featured Image: Wachiwit/Shutterstock
English (US)