A recent study reveals that labeling products as using AI may actually deter customers from purchasing them. The study, published in the Journal of Hospitality Marketing & Management, showed a significant decrease in the intention to buy products when described as using artificial intelligence. This hesitance towards AI adoption contrasts with the rapid advancements in technology.
The research included products ranging from household appliances to high-risk services like self-driving cars and medical diagnosis tools. Consumers' lack of trust in AI stems from concerns about human error, lack of transparency in data handling, and the influence of Hollywood's portrayal of AI in science fiction films. Companies are advised to focus on transparent messaging rather than simply using 'AI' as a buzzword.
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