A recent study led by Washington State University (WSU) researchers, published in the Journal of Hospitality Marketing & Management, reveals that explicitly mentioning artificial intelligence (AI) in marketing materials may backfire by reducing consumer trust and purchase intent. Despite AI’s growing presence in many products, naming it in descriptions can lead consumers to be skeptical or wary, regardless of the technology’s actual benefits. The study surveyed over 1, 000 U. S. adults, comparing reactions to product descriptions that were identical except for the mention of “artificial intelligence. ” The products examined included smart TVs, high-end electronics, medical devices, and fintech services—providing insight across various tech-driven markets. Lead author Mesut Cicek emphasized that emotional trust plays a critical role; explicitly referencing AI consistently lowered emotional trust, which in turn decreased consumers’ likelihood to buy. These results challenge the common practice of promoting AI as a key selling point. Instead, companies should be cautious, as overemphasizing AI might alienate consumers concerned about privacy, usability, or unfamiliarity with the technology.

This issue is especially significant in trust-dependent fields like healthcare and fintech, creating a delicate balance for businesses striving to innovate while maintaining consumer confidence. Cicek suggests that fostering emotional trust should be a priority, advocating marketing strategies that highlight tangible benefits, user experience, and reliability rather than directly spotlighting AI. Subtly integrating AI without heavy technical jargon could better engage consumers. Beyond marketing, the findings imply a need for broader consumer education and transparent communication to address AI apprehensions. As AI becomes more embedded in everyday products, companies must build relatable, trustworthy narratives rather than relying on AI as a buzzword. Ultimately, the study highlights a paradox: although AI is widely regarded as transformative, explicitly naming it in marketing can hinder acceptance. Businesses aiming to leverage AI need to balance transparency with trust, crafting communication strategies that build confidence and convey value without provoking fear or disinterest. This nuanced approach will be vital for driving consumer adoption and securing success for AI-enhanced products in competitive markets.