A study published in the *Journal of Hospitality Marketing & Management* revealed that including “artificial intelligence” in product descriptions can decrease consumers’ purchasing intentions. The research, led by Washington State University marketing professor Mesut Cicek, involved over 1,000 U.S. adults and aimed to explore how mentioning AI in advertising influences consumer behavior.
Is AI bad for marketing?
The study involved a series of experiments comparing participants’ reactions to products described with and without references to artificial intelligence. For example, in the case of smart TVs, one version of the product description mentioned AI, while the other did not.
The findings revealed that including AI in the description led to a decrease in purchase intent among consumers.
“When AI is mentioned, it tends to reduce emotional trust, which in turn decreases purchase intentions,” Cicek explained.
The researchers tested their hypothesis across eight different product and service categories, consistently finding that products described with AI were less appealing to consumers. This effect was particularly strong for “high-risk” products, such as expensive electronics, medical devices, and financial services—where failure could result in significant financial loss or personal safety risks.
High-risk products evoke more emotional trust concerns, and the mention of AI seemed to introduce uncertainty and distrust, especially in cases where mistakes could have serious consequences. “We tested the effect across multiple categories, and the results were consistent: mentioning AI in the descriptions is a disadvantage,” said Mesut Cicek.
The study highlighted the role of emotional trust in shaping consumer perceptions of technology, particularly in higher-risk products. Although AI adoption is expanding across industries, Cicek advised caution when presenting it to the public. “Marketers should think carefully before highlighting AI in product descriptions or develop strategies to increase emotional trust,” he noted. Cicek suggested that focusing on AI’s specific benefits, without emphasizing the AI itself, maybe a more effective approach.
The study was a collaborative effort between Mesut Cicek, Dogan Gursoy, a professor of hospitality at WSU, and Lu Lu, a professor at Temple University.
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