Using the term “artificial intelligence” to describe products may unintentionally harm sales, according to a study by Washington State University. The research found that products labeled with AI were generally less appealing to consumers.

The study involved surveys of over 1,000 U.S. adults, aiming to understand how mentioning AI affects consumer behavior. The results were clear: when products were described as using artificial intelligence, people were less likely to want them. This was especially true for “high-risk” items like expensive electronics, medical devices, or financial services, where potential failures can lead to significant financial loss or safety concerns.

Lowering trust

“Mentioning AI tends to lower emotional trust, which reduces purchase intentions,” the researchers explained. They emphasized that emotional trust is crucial in shaping how consumers perceive AI-enhanced products.

For instance, in one experiment, participants were shown descriptions of smart televisions. The only difference was that one group was told the TVs had AI capabilities, while the other was not. The group informed about the AI feature expressed less interest in buying the product.

The study, which spanned eight different product and service categories, consistently found that including “artificial intelligence” in descriptions was a disadvantage. The negative reaction was most pronounced for products considered risky, where consumers are already more cautious.

The researchers advise marketers to be careful when highlighting AI in product descriptions. Instead of focusing on the AI aspect, they suggest emphasizing the specific features and benefits of the product. This approach can help maintain consumer trust and potentially avoid the negative connotations that the term “artificial intelligence” might evoke.