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Survey says AI is more buzzkill than buzzword for marketing

Survey says AI is more buzzkill than buzzword for marketing



It sometimes seems that lately, every company has been eager to slap the term ‘artificial intelligence’ on their products regardless of accuracy or relevance to the product. Grabbing the attention of potential customers with whatever people seem excited about at that moment makes sense, but AI may not add to a brand’s allure the way those employing that strategy hope it will. A new research paper from Washington State University published in Hospitality Marketing & Management claims a product highlighting its use of AI makes it less appealing to potential buyers, inadvertently harming sales. 

The researchers ran a series of experimental surveys asking questions of 1,000 adults in the United States. The premise of the surveys was to see how mentioning AI’s place in a product affects consumer behavior. All of the surveys reached a similar conclusion: products explicitly described as using AI were generally less popular among consumers.



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