Recent research reveals a surprising trend in consumer behaviour: explicitly mentioning “artificial intelligence” in product descriptions can actually reduce purchase intent. This effect is particularly pronounced for high-stakes products like medical devices or financial services, where consumers report lower emotional trust when AI is highlighted.

As AI technology rapidly advances, humans seem to place increasing value on qualities perceived as uniquely human – think the sense of humour or cultural nuance. This preference for human traits may explain the wariness towards products branded as AI-powered.

These findings suggest that marketers and product developers should carefully consider how AI capabilities are communicated. While AI can greatly enhance product functionality, emphasizing the human elements of design and decision-making may prove more effective in building consumer trust and driving sales.

This research underscores the complex relationship between technological advancement and consumer psychology. As AI becomes more prevalent, understanding and addressing these perceptions will be crucial for successful product adoption and brand building in the AI era.