A predictable phenomenon regarding AI has just been confirmed by a study published in the Journal of Hospitality Marketing & Management. Researchers surveyed more than 1,000 people about paid products and services.
Abuse of the "AI" argument
For example, the study revealed that a buyer was less likely to choose a television presented as using artificial intelligence than one who did not specify this. The phenomenon is undoubtedly multifactorial. We imagine, however, thatthe abuse of this marketing argument at all costs has discredited it in the eyes of consumers. Indeed, many low-end devices or services now mention using artificial intelligence.
You would think that the phenomenon was only present on low-end devices, but no. According to the study,expensive electronic and/or medical devices promoted with the AI label generate even more distrustamong target consumers. A researcher from the study states in this regard:
We tested the effect on eight different categories of products and services, and the results were all the same: it's a disadvantage to include these kinds of terms in product descriptions
Marketing teams have been warned!
The phenomenon is of course not universal and does not concern all products and services that boast AI, butit now seems crucial to weigh the pros and cons of using AI as a selling point.
In most cases, talking about the benefit that a product or service brings to the customer is much more effective, allows you to remain factual and consistent, without overdoing it by using a magical argument like “this device uses AI”.
Still on the subject of AI and the distrust it generates among some, we learned last April thatChatGPT worries the French five times more than the Chinese.
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By : Keleops AG
