A Washington State University study found that using the term AI in product descriptions reduces consumers ‘willingness to buy. Researchers surveyed more than a thousand American adults and found that mentioning AI in product descriptions weakens emotional trust and reduces willingness to buy. For example, participants looked at descriptions related to smart TVs, and one group had AI in their descriptions and another group did not, and the group who saw that the product description contained AI said they were unlikely to buy the TV. For high-risk products and services such as medical devices and financial services, the term AI can provoke stronger negative reactions.
Mesut Cicek, a clinical assistant professor of marketing and the study’s lead author, said the study results consistently suggest that products described as using artificial intelligence are less popular.
“When it comes to artificial intelligence, it tends to reduce emotional trust, which in turn reduces willingness to buy,” he said. “We found that emotional trust plays a crucial role in how consumers view artificial intelligence products.”
During the experiment, the researchers asked questions and descriptions for different product and service categories. For example, in one experiment, participants were shown the same description of a smart TV, with the only difference being that one group included the word “artificial intelligence” and the other group omitted the word “artificial intelligence.” Groups that saw artificial intelligence included in product descriptions said they were less likely to buy a TV.
The researchers also found that people reacted more negatively to AI disclosures for “high-risk” products and services, and people generally felt more uncertain or anxious about purchasing these products and services, such as expensive electronics, medical equipment or financial services. Cicek said that because failure brings more potential risks, which may include financial loss or personal safety hazards, mentioning artificial intelligence in such descriptions may make consumers more cautious and reduce the possibility of purchasing.
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