‘Why do I need AI in my coffee maker?’ AI-labeled products can scare away customers, study finds

Shoppers are wary of products labelled with AI descriptors, a new study finds. — Bloomberg/Getty Images/The New York Times

Despite almost a quarter of US adults using ChatGPT and thousands of companies integrating artificial intelligence into their operations, many consumers haven’t ditched the fear of a Terminator-style AI takeover. That could be bad news for brands trying to convince customers to buy their AI-stamped products.

A study published in the Journal Of Hospitality Market And Management in June found consumers were less interested in purchasing an item if it was labeled with the term “AI”. Across a series of studies, participants were asked about their intention to buy a product – from televisions to vacuums to consumer and health services – labelled with one of two descriptors, “AI-powered” or “high tech”.