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Using the term 'AI' in product descriptions reduces purchase intentions

Companies may unintentionally hurt their sales by including the words “artificial intelligence” when describing their offerings that use the technology, according to a study led by WSU researchers.

PULLMAN, Wash. – Companies may unintentionally hurt their sales by including the words “artificial intelligence” when describing their offerings that use the technology, according to a study led by Washington State University researchers. In the study, published in the Journal of Hospitality Marketing & Management, researchers conducted experimental surveys with more than 1,000 adults in the U.S. to evaluate the relationship between AI disclosure and consumer behavior. Because failure carries more potential risk, which may include monetary loss or danger to physical safety, mentioning AI for these types of descriptions may make consumers more wary and less likely to purchase, according to Cicek.

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