Dear MEL Topic Readers,
Brands should avoid this popular term. It’s turning off customers
If you are to buy a vacuum cleaner, TV set, consumer services, or health
services, which word appeals more to you, “high-tech” or “AI”? Participants in a
consumer study in the US much preferred a product or service that was described
as “high tech” to “AI”. Why so? While AI has been used in products, services,
and applications so some time, people don’t seem to have full confidence in its
outcomes. For example, people already know that AI-generated search results
aren’t always accurate or reliable. Also, people seem to be concerned about the
security and privacy of the data taken and used by AI algorithms. Since AI is
perceived as a black box, it seems wiser to describe how the technology helps
the users rather than simply labeling it “AI-powered”.
Read the article and learn about consumers’ perceptions of AI.
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