Using the term ‘synthetic intelligence’ in product descriptions reduces purchase intentions

Corporations could unintentionally damage their gross sales by together with the phrases “synthetic intelligence” when describing their choices that use the expertise, in response to a research led by Washington State College researchers.

In the research, published in the Journal of Hospitality Advertising and marketing & Administration, researchers performed experimental surveys with greater than 1,000 adults in the U.S. to guage the relationship between AI disclosure and consumer behavior.

The findings persistently confirmed merchandise described as utilizing synthetic intelligence have been much less fashionable, in response to Mesut Cicek, medical assistant professor of selling and lead creator of the research.

“When AI is talked about, it tends to decrease emotional belief, which in flip decreases purchase intentions,” he mentioned. “We discovered emotional belief performs a essential function in how shoppers understand AI-powered merchandise.”

In the experiments, the researchers included questions and descriptions throughout various product and repair classes. For instance, in one experiment, individuals have been offered with equivalent descriptions of good televisions, the solely distinction being the term “artificial intelligence” was included for one group and omitted for the different. The group that noticed AI included in the product description indicated they have been much less prone to purchase the tv.

Researchers additionally found that negative response to AI disclosure was even stronger for “high-risk” services, those who folks generally really feel extra unsure or anxious about shopping for, similar to costly electronics, medical devices or financial services.

As a result of failure carries extra potential danger, which can embody financial loss or hazard to bodily security, mentioning AI for these kind of descriptions could make shoppers extra cautious and fewer prone to purchase, in response to Cicek.

“We examined the impact throughout eight totally different product and repair classes, and the outcomes have been all the similar: it is a drawback to incorporate these sorts of phrases in the product descriptions,” Cicek mentioned.

Cicek mentioned the findings present invaluable insights for firms.

“Entrepreneurs ought to fastidiously contemplate how they current AI in their product descriptions or develop methods to extend emotional belief. Emphasizing AI could not all the time be useful, notably for high-risk merchandise. Give attention to describing the options or advantages and keep away from the AI buzzwords,” he mentioned.

Along with Cicek, the research included co-authors Dogan Gursoy, professor of hospitality at WSU, and Lu Lu, affiliate professor at Temple College’s Fox College of Enterprise and Administration.