When Do We Trust AI? The "Word-of-Machine" Effect in Marketing

Artificial Intelligence is everywhere in marketing, but do people actually trust it?

Turns out, it depends on the type of decision. Luca Cian’s study, "The Word-of-Machine Effect" (Journal of Marketing, 2020), breaks it down:

? AI is trusted for utilitarian decisions—logical, data-driven choices like picking a fuel-efficient car or an investment plan.

But ?? People prefer humans for hedonic decisions—emotionally driven purchases like fashion, wine, or art.

Why does this matter for marketers?

• If your product is functional (tech, finance, logistics) → Lean into AI-powered recommendations and automation.
• If it’s experience-based (luxury, entertainment, personal style) → AI helps, but human touchpoints (reviews, influencers, experts) are critical.

Smart brands will blend both. AI can analyze behaviors, but human validation builds trust. Knowing when to use each is what separates good marketing from great marketing.

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