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The current impact of the term AI

Bytym

It’s on everyone’s lips and every week some new related product appears, AI (artificial intelligence) has quickly shifted from being a novelty to becoming a reality in our lives. Virtual assistants, diagnostic tools, checkers and endless other options—AI is undoubtedly transforming the way we interact with the world and technology.

At first glance, everything related to artificial intelligence may seem positive and innovative, but a recent study has revealed that its use does not always have a positive impact when it comes to making a purchase decision. Researchers at Washington State University have published a study in the Journal of Business Research showing that a large proportion of consumers are now wary of products that include this term in their descriptions, especially when it comes to everyday consumer products, such as household appliances and electronic devices.

Risk Perception and Complexity

Through various experiments and tests, they analyzed consumers’ reactions to products described with and without the mention of AI. The final results suggested that participants were less likely to buy products that highlighted the use of AI directly in the description. This tendency is associated with the fact that AI is still perceived as something complex and risky, creating hesitation and unfamiliarity in consumers.

Marketing Strategy

While it may seem tempting to include the term AI in your product to make it appear more innovative and powerful, these findings encourage companies that integrate AI technologies into their products to rethink their marketing and sales strategies. Rather than overtly highlighting the use of AI as added value, the researchers suggest that it may be more effective to focus directly on the benefits offered by the technology without explicitly labeling them as AI. They argue that this approach can help reduce the perception of risk and increase acceptance as AI gains traction. In the end, the key is to strike a balance between innovation and consumer confidence.

While AI finishes establishing its place in our lives, it is important to understand how consumers are perceiving it. We know it’s only a matter of time before it becomes part of everyone’s daily lives.
As you may already know, at Tym we are developers and IT consultants with more than 20 years of experience and we can also help you with your projects related to artificial intelligence. Tell us about your projects here.