According to a recent study, consumers are actively being put off when artificial intelligence (AI) is brought up throughout the shopping process, particularly when it comes to high-risk products.

In order to determine the relationship between AI disclosure and purchase intentions, a Washington State University study that was published in the Journal of Hospitality Marketing & Management polled over 1,000 US individuals. The results suggested that there may be an emotional mistrust of AI, which could have a negative impact on sales.

The researchers found that the same results were obtained across eight other tech product and service categories - AI was consistently less popular. They used identical products and descriptions, with the exception of adding the term "Artificial Intelligence."

High-risk products such as medical diagnoses and automated vehicles elicited a stronger negative response, with audiences feeling anxious or uncertain about the product.

Positive perceptions were higher for low-risk products like robots that bring room service and vacuum cleaners. Even still, low-risk items that made reference to AI remained less appealing than those that did not.

Lead author Mesut Cicek argued that despite AI's hip image, customers were concerned about its possible drawbacks.

He claimed that "talking about AI tends to lower emotional trust, which in turn lowers purchase intentions." "We discovered that consumers' perceptions of AI-powered products are significantly influenced by emotional trust."

The report advised businesses to boost sales by reducing consumer ambiguity by using terms like "advanced technology" or "cutting-edge technology." In order to allay consumer fears, managers should also emphasize transparency when it comes to AI utilization and concentrate on developing a reliable brand image.