TLDR Tech / Marketing
When AI-written messages backfire
People react negatively when they know a brand used AI to write emotional marketing messages, especially announcements, apologies, and founder-style notes. Across six experiments with more than 2,200 participants, AI-written emotional messages reduced brand recommendations by up to 24.6% and increased feelings of moral disgust by 58.4%. The backlash is strongest when companies present AI-generated copy as if it came from a real person. Avoid using AI for emotionally charged communications, and instead use it only as a light editing tool while keeping the final voice human, specific, and authentic.
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