Study finds explicit AI mentions in marketing reduce purchase intent

Martin Erickson, author of The Decision Stack, argues that explicitly mentioning AI features in product marketing copy is beginning to reduce consumer purchase intent. He cites a Washington State University study indicating that including the term 'artificial intelligence' in product descriptions has a negative impact on buying decisions. Erickson attributes this backlash to widespread anxiety regarding AI's potential to eliminate jobs and existential risks, as well as localized resistance to data centers and concerns about environmental impact. He contends that customers generally do not care about the underlying technology or implementation details, such as whether a system uses PHP or SQL, but rather focus on whether their specific problem is solved.

Erickson advises product leaders to avoid 'AI for the sake of AI' and instead focus on solving customer pain points. He notes that even if AI democratizes software building, customers still require reliable maintenance and support rather than unstable, self-built solutions. The study suggests that marketing strategies should prioritize the value proposition over the technological mechanism. By removing explicit references to AI, companies can mitigate consumer anxiety and align their messaging with the practical outcomes that drive purchasing decisions. This approach emphasizes reliability and problem resolution over technological novelty.