A new study by researchers at Washington State University found that including the term “AI” in product and service descriptions decreases purchase intent.
The study found that emotional trust is weakened by the use of the term AI and that the negative effect is stronger for high-risk products.
Companies that rely on high availability of their communications solutions and have a lot of confidential data that they do not want to share are likely to view AI products as high risk.according to Dom Black, growth director and principal analyst at research and advisory firm Cavell.
If vendors are to include the term AI in their products, they are advised to focus on building a more trustworthy brand image, strengthening consumers’ emotional trust in their AI-based goods and services. These companies should also emphasize transparency regarding their AI-based products to mitigate privacy concerns and associated risks.
Cavell is conducting a survey of more than 1,600 IT buyers in Europe and North America to examine the drivers of purchasing communications solutions, with a focus on AI.
The consultancy’s hypothesis is that AI cannot be used in all geographic markets, due to heightened fears in some markets such as Germany, and that a more nuanced approach to messaging must be taken for AI products to be successful.
For more details on the study conducted by researchers at Washington State University, click here here.
