Using the term 'AI' in product descriptions reduces purchase intentions

A study by researchers at Washington State University reveals that using the term "artificial intelligence" in product descriptions can negatively impact consumer purchase intentions. The research, published in the Journal of Hospitality Marketing & Management, involved over 1,000 U.S. adults and demonstrated that mentioning AI tends to lower emotional trust, which is crucial for consumer perception of AI-powered products. In experiments, participants shown product descriptions that included AI were less likely to express interest in purchasing, particularly for high-risk items like expensive electronics and medical devices. The study found consistent results across various product categories, indicating that the presence of AI terminology can create wariness among consumers, leading to decreased likelihood of purchase. The lead author, Mesut Cicek, emphasized the importance of emotional trust in consumer behavior and suggested that marketers should reconsider how they present AI in product descriptions. Instead of highlighting AI, companies might benefit from focusing on product features and benefits without using AI jargon, especially for products that carry higher perceived risks. The findings provide valuable insights for marketers aiming to enhance consumer engagement and sales.