A recent study from Washington State University has found that explicitly mentioning AI in marketing copy can negatively impact consumer trust and purchase intent. This finding is crucial for New Zealand marketers looking to optimise their strategies.
Key Insights:
- Impact on Consumer Trust:
- Mentioning AI in product descriptions can reduce emotional trust, especially for high-risk products like medical devices or fintech services. Consumers are wary of AI, perceiving it as less reliable or more risky.
- High-Risk Products:
- The aversion to AI mentions is stronger in products with significant financial or safety implications. Marketing these products requires careful consideration of how AI is referenced.
- Strategic Recommendations:
- Focus on product features and benefits rather than AI technology. Highlighting the practical value and performance of the product without emphasising AI can help maintain consumer trust.
- Building Emotional Trust:
- Develop marketing strategies that build emotional trust and transparency. Use customer testimonials, case studies, and human-centric storytelling to create a connection with your audience.
- Balancing Innovation and Trust:
- While integrating AI into products can enhance their capabilities, marketers must balance innovation with strategies that build consumer confidence in the technology.
Practical Tips for New Zealand Marketers:
- Avoid Overemphasising AI: When promoting products, focus on their practical benefits rather than the AI components.
- Highlight Human Elements: Use relatable stories and customer experiences to build trust.
- Monitor Consumer Sentiments: Stay updated on changing consumer perceptions of AI to adjust your marketing strategies accordingly.
By understanding and addressing these insights, New Zealand marketers can optimise their messaging to better align with consumer preferences, fostering trust and driving sales.
For more detailed insights, visit the full article on Search Engine Journal.