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A new study finds that the words “artificial intelligence” in marketing cause many consumers to have a negative opinion of the product, suggesting a growing backlash and disillusionment with the technology.
The study, which presented 1,000 U.S. adults with questions and descriptions, found that products and services described using AI were consistently less popular.
“When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions,” said lead author and Washington State University clinical assistant professor of marketing Mesut Cicek in a statement. “We found emotional trust plays a critical role in how consumers perceive AI-powered products.”
In the experiment, the survey respondents were found to be less likely to choose a smart television with AI cited in the description versus an identical description without an AI reference. For "high-risk" purchases, such as expensive electronics or medical devices, the effect was even more pronounced. Researchers suggested that AI mentions caused more concerns about monetary loss or danger to physical safety.
Cicek advised, “Focus on describing the features or benefits and avoid the AI buzzwords.”
A survey of 1,001 U.S. adults this past May from Variety in collaboration with HarrisX found similar sentiments around GenAI use in media:
- 36% were “less interested” in watching a movie or TV show if they knew it was written using GenAI; 23% were “more interested.”
- 37% were “less interested” in engaging with images or videos on social media if they knew they were created using GenAI; 22% were “more interested.”
- 38% were “less interested” in listening to music if they knew it was produced using generative AI; 20% were “more interested.”
Variety noted that FTI Delta survey data showed those who regularly use GenAI tools are more likely to feel positively toward the use of AI-generated materials. Variety concluded, “Consumer acceptance is likely to fluctuate with evolving awareness about GenAI capabilities.”
Forrester’s December 2023 Consumer Pulse Survey found that consumers see the utility of GenAI but are torn about its potential effects.
Among online adults in Forrester’s survey who had heard of GenAI, 50% agreed that GenAI would make it easier to find information online, and 43% agreed that GenAI would make it easier to learn new things. However, of the GenAI-aware respondents, only 29% agreed that they would trust information from GenAI, and 73% agreed that companies should disclose when they use the technology to interact with them. Among all respondents, 45% agreed that GenAI poses a serious threat to society.
Forrester principal analyst and vice president Thomas Husson said in a statement, “As is often the case with poorly understood tech that promises to change the world, consumers worry about its ethics and human impact, yet a vast majority of these skeptics will use — and love — generative AI in 2024, whether they know it or not. Like it or not, know it or not, GenAI will seep into people’s lives seamlessly and invisibly.”