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Using the term ‘artificial intelligence’ in product descriptions reduces purchase intentions

researchers conducted experimental surveys with more than 1,000 adults in the U.S. to evaluate the relationship between AI disclosure and consumer behavior

The findings consistently showed products described as using artificial intelligence were less popular

“When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions,”

Skunk ,

Well that’s true. I was looking at a Zojirushi rice cooker

One of its selling point is: ‘Advanced fuzzy logic technology with AI (Artificial Intelligence) “learns” and adjusts the cooking cycle to get perfect results’

I immediately said no thanks and looked for another model without that, and probably cheaper. It’s a rice cooker FFS!

x4740N ,

But zojirushi is a legitimately good brand and I’d apply an exception for them unless they became enshittified

Skunk ,

I know that’s why I’m staying with that brand. I am just looking for another model, I probably don’t need all the fuss features of the top of the line model.

Kissaki OP ,

How does it determine better results? oO

That’s the problem with most marketing. Unspecific, raising questions rather than answering them. Being vague and only positive-formulated rather than presenting information.

Skunk ,

I mean, they wrote “learn” with quotation marks so… 🤷🏻‍♂️

lvxferre ,
@lvxferre@mander.xyz avatar
  • Advanced fuzzy logic technology with AI (Artificial Intelligence) “learns” and adjusts the cooking cycle to get perfect results
  • Superior induction heating (IH) technology generates high heat and makes fine heat adjustments resulting in fluffier rice
  • "My Rice (49 Ways)" menu setting – Just input how the rice turned out, the rice cooker will make small changes to the cooking flow until it gets to the way you like it

Based on the description the so-called “AI” simply adjusts time based on user feedback. That would be hilarious if not so sad as a marketing device.

Hirom ,

negative response to AI disclosure was even stronger for “high-risk” products and services, […] such as expensive electronics, medical devices or financial services. Because failure carries more potential risk, […] mentioning AI for these types of descriptions may make consumers more wary […]

That sounds like a rational reaction.

There’s a lot of hand waving when companies talk about AI safety. I would be more likely pay for a product with some AI if marketing promote its effectiveness without highlighting AI, than if they mentioned AI with vague assurance about safety.

cmnybo ,

I would be more worried about that fact that the AI enabled device likely needs an internet connection to function. That means the manufacturer can take away features or brick the device whenever they want to.

Hirom ,

That’s true. “AI-enabled” is usually a hint of over engineering and unnecessary collection of data.

halm ,
@halm@leminal.space avatar

“AI” went automatically to the list of so-called features that will make me drop a product like it’s on fire:

❌ Uses “artificial intelligence” ❌ Needs an internet connection (barring actual computers) ❌ Always-on microphone/camera ❌ Phones home to manufacturer’s or third party servers ❌ You buy the hardware, we lease you the software ❌ Fire hazard ❌ Toxicity and/or radiation ❌ Exposed wiring ❌ “Spring surprise” chocolate variant ❌ Actual killer bot

floofloof ,

Mentioning AI in marketing signals:

  • Our management has no vision and chases fads.
  • Once this fad passes you’ll be on your own as we move on to the next one.
  • We think you are quite dumb and won’t see how vapid our marketing is.
  • The product probably requires an internet connection and may not work without one.
  • The product probably depends on a cloud service that could be withdrawn at any time.
  • The product probably spies on you.
  • We cheap out on things that would be better done by people paid to do them.
  • We can’t think of anything more specific that distinguishes our product.
  • You’re paying for features you don’t want or need.
  • You’ll be at the mercy of our software updates, which at some point will stop coming and then who knows if the product will keep working.
  • Even before we stop supporting it, the product will only work about half the time.
OpenStars ,
@OpenStars@discuss.online avatar

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