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Study: Consumers Actively Turned Off by AI

Researchers have found that including the words "artificial intelligence" in product marketing is a major turn-off for consumers.

"When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions," said lead author and Washington State University clinical assistant profess of marketing Mesut Cicek in a statement. For "high-risk" purchases such as expensive electronics or medical devices, the effect was even more pronounced, with Cicek suggesting that consumers are more wary of monetary loss or danger to physical safety. Earlier this year, technology research and consulting firm Gartner found that the hype surrounding generative AI had passed the "peak of inflated expectations," which is marked by "overenthusiasm and unrealistic projections."

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