A study of 3,000 people
Shoppers trust AI advice ... on quality
The overcrowding of the digital market has made the period of consumer interest in the commodity short.
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Recently, an increasing number of companies are keen to take advantage of the expertise of artificial intelligence, in order to provide recommendations to consumers that help them in making decisions when buying.
The Journal of Marketing, a scientific journal specialized in marketing research, published a study on the extent of consumer confidence in the advice he gets from an artificial intelligence system, when he is going to buy a commodity. The study relied on experience data that included 3000 participants.
The study revealed that the consumer trusts the advice of the artificial intelligence system when it relates to the efficiency and quality of the commodity in terms of use, or the function that the commodity performs, but when it comes to the extent of enjoying a particular commodity, the average consumer trusts more in the advice he gets from humans.
The "Science Daily" website quoted the researcher, Chiara Longoni, who participated in the study, as saying: “We found that when the question relates to the quality of a particular commodity according to its functional characteristics, the consumer prefers the advice of the artificial intelligence system, but when the question relates to the experience of using a particular commodity ", A greater percentage of respondents would prefer to seek human advice."
Experience has shown that when consumers want advice that is in line with their unique tastes, they prefer human advice, and reject AI advice.
"The digital market is crowded, and the period of consumer interest in a commodity is short, and therefore understanding the conditions on which consumer confidence depends will raise the competitiveness of companies in this field," said the researcher, Luca Sian.
When consumers want advice that matches their unique tastes, they prefer human advice.
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