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Recent studies indicate that the term ”Artificial Intelligence” (AI) is becoming a significant turn-off for consumers, particularly when it comes to high-stakes products.
A research project conducted by Washington State University and published in the Journal of Hospitality Marketing & Management involved a survey of over 1,000 adults in the United States. The study aimed to investigate how AI disclosure impacts purchasing behavior and suggests a growing emotional skepticism toward AI that could have damaging effects on sales.
In their experiment, researchers utilized identical product descriptions while varying only the inclusion of “Artificial Intelligence.” They discovered consistently negative reactions towards AI across eight different categories of tech products and services; consumers consistently preferred non-AI options.
Should Organizations Avoid Mentioning AI?
For high-risk offerings—such as automated driving systems or medical diagnostic tools—the negative feedback was notably pronounced, with many participants expressing feelings of apprehension or doubt regarding these technologies.
Conversely, lower-risk items like robotic vacuum cleaners or hotel room service bots received more favorable impressions. However, even in these cases where AI was referenced, consumer preference leaned towards non-AI alternatives.
This reactive apprehension appears tied to broader anxieties surrounding technology’s implications. According to lead researcher Mesut Cicek, “The mention of AI tends to erode emotional trust among consumers, ultimately dampening their intent to purchase.” He further emphasized that emotional trust is crucial in shaping consumer attitudes toward products incorporating AI functionalities.
The findings from this study advocate for businesses to consider alternative terminology such as “innovative technology” or “state-of-the-art technology” which may alleviate consumer uncertainties and promote increased sales opportunities. Additionally, it’s essential for managers to prioritize transparency regarding their use of AI while focusing on cultivating an image rooted in trustworthiness so as to mitigate any concerns that potential customers may harbor.
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