Study Reveals 'AI' Mentions in Product Descriptions Can Hurt Sales

A new study shows that mentioning "AI" in product descriptions might actually be detrimental to sales, as it tends to lower trust among average consumers.

The AI Paradox

Artificial intelligence has become a buzzword in tech, with AI-powered chatbots like ChatGPT and its many counterparts integrating into various platforms. However, this study suggests that consumers aren't quite as enthusiastic about AI as the tech industry is.

Decreased Trust in AI-Labeled Products

Published in the Journal of Hospitality Marketing & Management, the study found that products mentioning "AI" in their descriptions were viewed with skepticism by customers, leading to decreased purchase intentions.

"When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions. We found emotional trust plays a critical role in how consumers perceive AI-powered products," said Mesut Cicek, the study's author.

The study evaluated customer reactions across eight different product and service categories, consistently finding that mentioning AI was a disadvantage.

Rethinking AI in Marketing

For businesses, this poses a challenge. While AI might attract investor interest, it appears to be off-putting for consumers. This could be due to a variety of reasons, including the errors and issues AI has had in recent years or fears fueled by sci-fi portrayals of AI.

So, how should businesses approach this? The study suggests not completely removing AI mentions but being cautious about how it's presented. Emphasizing the benefits and features of the product without heavily relying on AI buzzwords could be a better strategy.

"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," Cicek advises.

Balancing AI Mentions

Completely omitting "AI" from product descriptions isn't feasible, especially if the product is AI-driven. However, with current public sentiment, a "less is more" approach might be wiser.

Leveraging AI for Work

Despite consumer distrust, AI's productivity benefits are undeniable. AI tools can enhance work efficiency, from creating professional headshots to producing high-quality videos in seconds.

If you're interested in leveraging AI for work, explore guides on using AI features, such as those in Claude AI or ChatGPT for document analysis. Understanding how to best present and utilize AI can help bridge the gap between its capabilities and consumer acceptance.