Growing distrust of artificial intelligence could be hurting tech sales, a recent study from Washington State University found. The report, published in the Journal of Hospitality Marketing & Management, surveyed more than a thousand U.S. adults to gauge how mentions of AI influence their purchase intentions, raising questions about whether emotional distrust of AI could hurt sales.
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Mistrust sets in
The researchers found that when products are explicitly described as using AI, consumers are less likely to purchase them. This trend is consistent across eight different categories of technology products and services, highlighting a universal negative reaction to AI. The data shows that this reluctance is particularly pronounced among older consumers, who are skeptical about the real benefits of AI compared to the potential risks.
High-risk products: Increased anxiety
Products considered high-risk, such as medical diagnostics or automated vehicles, have generated a particularly negative response. Consumers are expressing increased anxiety and uncertainty about these technologies, questioning the reliability and safety of AI-driven solutions. This distrust is even more pronounced in the context of recent controversies and accidents involving autonomous vehicles.
Wider acceptance of low-risk products
In contrast, low-risk products such as vacuum cleaners or room service delivery robots are perceived more positively. However, even these products are less desirable when associated with AI compared to their traditional counterparts. It appears that familiarity with the technology plays a role in AI acceptance, with everyday products being less intimidating than those that involve critical decisions.
The Image of AI: Between Innovation and Concern
Despite a modern and innovative image, AI generates palpable anxiety among consumers, which can negatively affect their purchase intention. The potentially negative implications of AI make customers anxious, explains Mesut Cicek, the lead author of the study. Participants expressed a clear preference for descriptions that avoid the direct use of the term AI, suggesting a more subtle communication strategy for companies.
Building trust: towards a new communication strategy
The study recommends that companies opt for terms like โadvanced technologyโ or โcutting-edge technologyโ to mitigate uncertainties and boost sales. Managers are also suggested to emphasize transparency in the use of AI and work on building a trustworthy brand image to allay consumer fears. Effective and honest communication could be the key to overcoming the growing distrust of AI.
A new way to sell
Given these findings, companies may need to reconsider how they market AI-powered products to maintain their appeal in todayโs competitive marketplace. Understanding and addressing consumersโ emotional concerns is becoming critical to successfully integrating AI into consumer products.
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This article explores the complex relationship between AI adoption and consumer trust. As AI continues to transform many industries, businesses must navigate carefully to ensure consumer distrust does not inhibit the adoption of potentially disruptive technologies. This study highlights the importance of a nuanced, consumer-centric approach to deploying AI-enabled technologies.
Source: Techradar