Tech & Gadgets

Survey says AI is more buzzkill than buzzword for marketing

Sometimes it seems like every company these days is eager to slap the term “artificial intelligence” on their products, regardless of its accuracy or relevance to the product. Capturing the attention of potential customers with what people seem to be excited about at the time makes sense, but AI may not help a brand’s appeal in the way that those who employ that strategy hope. A new research paper from Washington State University, published in Hospitality Marketing & Management, argues that a product that emphasizes the use of AI makes it less attractive to potential buyers, inadvertently harming sales.

The researchers conducted a series of experimental surveys with questions from 1,000 adults in the United States. The premise of the surveys was to see how mentioning the place of AI in a product affects consumer behavior. All of the surveys came to a similar conclusion: products that were explicitly described as using AI were generally less popular with consumers.

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