Mentioning AI in Product Descriptions May Deter Consumers, Study Finds

While artificial intelligence (AI) is becoming increasingly prevalent across various industries, a recent study from Washington State University (WSU) suggests that mentioning AI in product descriptions could actually be detrimental to sales. The research, which involved over 1,000 American participants, indicates that consumer skepticism towards AI-enhanced products might lead them to opt for simpler, non-AI versions.

The study revealed that any reference to AI in product descriptions tends to reduce emotional trust among consumers, which subsequently lowers their intention to purchase. “When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions,” explained Mesut Cicek, clinical assistant professor of marketing at WSU and lead author of the study.

This effect was consistent across eight different product and service categories tested in the study. For instance, participants were less likely to purchase a television that included AI in its description, showcasing a clear negative response to AI disclosure.

Cicek advises marketing teams to rethink how they present AI in product descriptions. He suggests, “Marketers should carefully consider how they present AI in their product descriptions or develop strategies to increase emotional trust. Emphasizing AI may not always be beneficial, particularly for high-risk products. Focus on describing the features or benefits and avoid the AI buzzwords.”

Despite consumer reservations, AI remains a focal point for investors and large corporations. Tech giants like Microsoft have expressed intentions to lead in the AI era, with AI integration being a significant part of their product and service offerings. Other major companies, including Intuit, Atlassian, and Adobe, are also incorporating AI into their operations.

Investment data from EY supports this trend, indicating that 95% of senior leaders report their companies are investing in AI, with plans to increase this investment in the coming year. Dan Diasio, EY Global Artificial Intelligence Consulting Leader, noted, “Nearly all companies are investing in AI, but we’re seeing a divergence between companies experimenting in small ways and those making larger investments, with the leaders who continue prioritizing investments in AI increasingly ahead of the pack and experiencing positive returns.”

This growing investment underscores the potential of AI in business, even as the WSU study suggests that more work is needed to bridge the gap between consumer trust and the rapid advancement of AI technologies. The research serves as a cautionary tale for businesses, highlighting the importance of understanding consumer attitudes towards AI as they navigate its integration into their products and services.