| | Using the term ‘AI’ in product descriptions negatively impacts consumer trust
Whilst the findings of this recent study shouldn’t come as a surprise to those that see the value of the artisan, it’s still nice to see some evidence out there that slapping ‘AI’ on every marketing blurb might not be advantageous.
The paper by Cicek et al. details the results of a survey of 1,000 adults in the US. The abstract states:
“While the presence of the term “Artificial Intelligence (AI)” in a product description may be viewed as a sign of that product having advanced capabilities and features, it may also trigger fear and concern among consumers.
“…The findings of the study indicated that the inclusion of the “Artificial Intelligence” term in descriptions of products and services decreases purchase intention, and that emotional trust mediates this relationship. Findings further suggested that the negative mediating effect of emotional trust on the impact of AI term on purchase intention was stronger for high-risk products, compared to low-risk products.”
See a nice summary of the research from WSU Insider, including specific product examples, such as smart TV sets, which consumers were less likely to buy when described as featuring AI tech.
“Attribution is dying. Clicks are dying.”
So read’s the title of a recent post and video by Rand Fishkin.
In short, Fishkin puts the death of clicks down to the fact that every platform, from LinkedIn to Twitter and even Google, wants to keep your attention (to drive revenue) and not allow you to easily jump off somewhere else.
As far as attribution goes, it has been assailed on many fronts, with Fishkin naming seven challenges: Apple’s cookie changes, anti-tracking and privacy laws, ad blocker adoption, multi-device journeys, the domination of apps, zero-click consumption, and dark traffic.
The simple solution in this world of fewer clicks and tougher attribution is, according to Fishkin, to be where “your audience is being influenced”, whether that be Google or TikTok. He uses the example of cooking and recipes:
“For example, let’s say I want to find the best rice for making risotto. I might search Google to solve that problem. But I might also watch videos on TikTok or Instagram. I could turn to my favorite recipe blog. I might ask the chefs at my favorite Italian restaurant.
“Millions of people make risotto around the world every week. But, only 0.1% of them are searching Google for “best rice to make risotto.” If we wanna know how to influence those millions of people, we need to uncover ALL the sources that influence them.”
To marketers schooled in their discipline, this might seem wholly unremarkable, but the fact that Fishkin has to say it (and allude to the return of “20th Century” marketing in the title of his article) perhaps shows where the industry is right now.
Further reading: Fears about Google search quality and competition overstated, according to study
Everybody's reading...
Massimo Giunco’s LinkedIn post on Nike’s last four years, from the darling of the pandemic DTC ecomm boom to its Q2 24 financial results and $25bn of market cap lost in a day.
Giunco spent more than 20 years at the sports company, making him better qualified than most at detailing what went wrong. See what you think. |
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