COMP NEWS – New research on companies that have turned to AI to write their sales copy reveals an uncomfortable truth – AI is a sales killer, and saving comp costs on copywriter cuts doesn’t save money in the long run.
Research shows that name-dropping AI in marketing copy might backfire, lowering consumer trust and purchase intent.
A WSU-led study published in the Journal of Hospitality Marketing & Management found that explicitly mentioning AI in product descriptions could turn off potential buyers despite AI’s growing presence in consumer goods.
The study, polling 1,000+ U.S. adults, found AI-labeled products consistently underperformed.
Lead author Mesut Cicek of WSU noted: “AI mentions decrease emotional trust, hurting purchase intent.”
The tests spanned diverse categories—smart TVs, high-end electronics, medical devices, and fintech. Participants saw identical product descriptions, differing only in the presence or absence of “artificial intelligence.”
While AI can be a useful tool in the hands of a human writer, researchers behind the study encourage marketers to rethink the way they use it to write.
The key takeaway for marketers is to rethink AI messaging. Cicek advises weighing AI mentions carefully or developing tactics to boost emotional trust.
Spotlight product features and benefits, not AI tech. “Skip the AI buzzwords,” Cicek warns, especially for high-risk offerings.
The research underscores emotional trust as a key driver in AI product perception.
This creates a dual challenge for AI-focused firms: innovate products while simultaneously building consumer confidence in the tech.
To read more using AI to write sales copy, click here.
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