Despite tech giants investing heavily in artificial intelligence (AI), a study published in the Journal of Hospitality Marketing & Management found that labeling products as AI-driven actually decreases customers’ intention to buy. The study, conducted by researchers such as Dogan Gursoy from Washington State University, shows that consumers are hesitant about incorporating AI into their daily lives. Concerns around privacy, trust, and transparency contribute to this reluctance. Hollywood’s portrayal of AI, as well as limited understanding about AI’s inner workings, also shapes public perception. Gursoy advises companies to provide clear messaging about how AI can benefit consumers to alleviate fears and build trust.
https://www.cnn.com/2024/08/10/business/brands-avoid-term-customers/index.html