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Subject: Mencionar la inteligencia artificial disminuye las ventas
From: Estrategia de Producto <simonmunoz@substack.com>
To: Hidden Recipient <hidden@emailshot.io>
Date: Sun, 1 Sep 2024 06:58:22 +0000
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View this post on the web at https://www.estrategiadeproducto.com/p/mencion=
ar-la-inteligencia-artificial-disminuye-las-ventas

=C2=BFA=C3=B1adir el t=C3=A9rmino IA a las descripciones de nuestros produc=
tos puede impactar negativamente en nuestras ventas? Esta es la conclusi=C3=
=B3n a la que ha llegado un estudio [ https://substack.com/redirect/0826f8f=
8-14e1-4d71-b7ea-c8a45b7486f0?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jn=
N48_jCfgM3m0rbAsF0l24U ] realizado por varios acad=C3=A9micos para el Journ=
al of Hospitality Marketing and Management.
A trav=C3=A9s del estudio, descubrieron que:
A=C3=B1adir el t=C3=A9rmino =E2=80=9CArtificial Intelligence (AI)=E2=80=9D =
en la descripci=C3=B3n de un producto o servicio reduce la intenci=C3=B3n d=
e compra de los consumidores
Ocurre porque el t=C3=A9rmino influye negativamente en la confianza emocion=
al de los compradores
El efecto es m=C3=A1s pronunciado cuanto mayor es el riesgo percibido en la=
 compra (por ejemplo, afecta m=C3=A1s en la decisi=C3=B3n de compra de una =
televisi=C3=B3n que de una aspiradora)
Para llegar a estas conclusiones, los acad=C3=A9micos realizaron varios exp=
erimentos. En el primero de ellos, mostraron a los participantes dos descri=
pciones de una televisi=C3=B3n de alta gama.=C2=A0
A un grupo se le mostr=C3=B3 una descripci=C3=B3n que hac=C3=ADa referencia=
 expl=C3=ADcita al uso de la inteligencia artificial (AI-powered TV).=C2=A0
Al segundo grupo, la misma descripci=C3=B3n, sin hacer menci=C3=B3n a la in=
teligencia artificial (New technology TV).
M=C3=A1s tarde, cada grupo puntu=C3=B3 preguntas como las siguientes en una=
 escala del 1 al 7:
=E2=80=9CMe gustar=C3=ADa probar esta TV=E2=80=9D
=E2=80=9CComprar=C3=ADa esta TV si la viera en una tienda=E2=80=9D
=E2=80=9CMe interesa saber m=C3=A1s sobre esta TV=E2=80=9D
Los resultados indicaron que los participantes que vieron el t=C3=A9rmino =
=E2=80=9CInteligencia Artificial=E2=80=9D ten=C3=ADan una menor intenci=C3=
=B3n de compra que aquellos que no lo vieron (3.58 vs 4.17).
A continuaci=C3=B3n, los investigadores realizaron otros tres experimentos =
m=C3=A1s para validar si la disminuci=C3=B3n en la intenci=C3=B3n de compra=
 ten=C3=ADa que ver con el impacto negativo de la IA en la confianza emocio=
nal de los consumidores.
Por =E2=80=9Cconfianza emocional=E2=80=9D entendemos la seguridad que los c=
onsumidores sentimos en la confiabilidad de un producto o servicio, bas=C3=
=A1ndonos en nuestros sentimientos subjetivos e intuiciones.=20
Los acad=C3=A9micos repitieron un experimento similar al primero con un coc=
he, un servicio y una nevera, midiendo intenci=C3=B3n de compra e impacto e=
n la confianza emocional. Para los tres casos, el uso del t=C3=A9rmino IA p=
erjudicaba la intenci=C3=B3n de compra.
Finalmente, realizaron varios experimentos para validar el impacto en relac=
i=C3=B3n con el riesgo percibido de la compra. En ellos, enfrentaron el uso=
 del t=C3=A9rmino en productos y servicios considerados de alto riesgo, com=
o un servicio de diagn=C3=B3stico de enfermedades o un coche, con otros de =
menor riesgo, como un servicio de atenci=C3=B3n al cliente o una aspiradora=
=2E=C2=A0
Como esperaban, las compras de alto riesgo se ve=C3=ADan m=C3=A1s afectadas=
 por la incorporaci=C3=B3n del t=C3=A9rmino =E2=80=9CInteligencia Artificia=
l=E2=80=9D.
=C2=BFPor qu=C3=A9 disminuye la intenci=C3=B3n de compra al mencionar la IA=
?
El estudio sugiere varias razones por las cuales a=C3=B1adir el t=C3=A9rmin=
o "IA" a la descripci=C3=B3n de un producto puede tener un efecto negativo =
en la intenci=C3=B3n de compra. Entre las m=C3=A1s destacadas encontramos:
Desconocimiento de la inteligencia artificial: La mayor=C3=ADa de los consu=
midores no entienden como funciona la IA, lo cual incrementa el grado de in=
certidumbre (=C2=BFc=C3=B3mo decide? =C2=BFpuedo controlarla?), impactando =
negativamente en la confianza.
Representaci=C3=B3n negativa en los medios: Hist=C3=B3ricamente, la IA ha s=
ido utilizada en libros, c=C3=B3mics y pel=C3=ADculas como antagonista de l=
a humanidad. Skynet en Terminator. HAL-9000 en 2001: Una odisea del espacio=
, o el Agente Smith en Matrix son s=C3=B3lo algunos ejemplos.=C2=A0
Dudas acerca de la privacidad: Los consumidores somos cada vez m=C3=A1s con=
scientes de c=C3=B3mo las empresas recolectan y usan nuestros datos. La int=
roducci=C3=B3n del t=C3=A9rmino IA puede hacer que nos preguntemos =C2=BFa =
qu=C3=A9 clase de datos tendr=C3=A1 acceso? =C2=BFqui=C3=A9n tendr=C3=A1 ac=
ceso a los mismos?
Miedo a los errores: Varios estudios demuestran que los humanos ponemos el =
list=C3=B3n m=C3=A1s alto cuando interactuamos ante una m=C3=A1quina que an=
te otro humano. Somos capaces de perdonar a un cong=C3=A9nere, pero no olvi=
damos tan f=C3=A1cilmente cuando se trata de un algoritmo. Esto hace que la=
 simple posibilidad de un fallo en un entorno de alto riesgo, como la condu=
cci=C3=B3n aut=C3=B3noma, resulte especialmente inquietante y nos haga desc=
onfiar.
Cuesti=C3=B3nate si la IA es una palanca de venta
Algunas conclusiones evidentes del estudio, son:
Introducir el t=C3=A9rmino IA en nuestro producto o servicio puede ser cont=
raproducente para las ventas
A mayor riesgo percibido con la compra, m=C3=A1s cuidado debemos poner al u=
sar el t=C3=A9rmino
Si decidimos utilizarlo, debemos poner especial atenci=C3=B3n en ser claros=
 en c=C3=B3mo se usa la IA y los beneficios que aporta
El estudio me parece especialmente revelador porque nos recuerda que quiene=
s trabajamos en tecnolog=C3=ADa vivimos en una burbuja que no siempre concu=
erda con la realidad del mundo exterior.
En nuestro mundo, es imposible pasar un d=C3=ADa sin leer sobre la =C3=BAlt=
ima novedad en IA. Estamos en el v=C3=A9rtice del hype. Somos los early ado=
pters, los visionarios, los innovadores, y por eso, es muy tambi=C3=A9n muy=
 posible que nuestras expectativas est=C3=A9n un poco desacopladas de la re=
alidad.=C2=A0
Este estudio nos viene a refrescarnos que, a pesar de lo fascinante que nos=
 resulta la IA y sus posibilidades, para el gran p=C3=BAblico todav=C3=ADa =
no es una propuesta de venta s=C3=B3lida y, de hecho, puede ser hasta contr=
aproducente.
Recordemos: la tecnolog=C3=ADa es un medio, no un fin [ https://substack.co=
m/redirect/9aa0dfd0-3105-4ad9-b341-1d8f36fbb84f?j=3DeyJ1IjoiM2dmeXZtIn0.xu7=
6uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. Nuestros clientes nos recompens=
ar=C3=A1n si resolvemos sus problemas m=C3=A1s importantes, independienteme=
nte de la tecnolog=C3=ADa con la que lo hagamos.

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in-left:0 !important;padding-top:0 !important;padding-bottom:0 !important;p=
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y:none;font-size:1px;color:#333333;line-height:1px;max-height:0px;max-width=
:0px;opacity:0;overflow:hidden;" class=3D"preview">&#191;A&#241;adir el t&#=
233;rmino IA a las descripciones de nuestros productos puede impactar negat=
ivamente en nuestras ventas? Esta es la conclusi&#243;n a la que ha llegado=
 un estudio realizado por varios acad&#233;micos para el Journal of Hospita=
lity Marketing and Management</div><div style=3D"display:none;font-size:1px=
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shy;&#847; &nbsp; &#8199; &shy;</div><table role=3D"presentation" width=3D"=
100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" class=3D"email-body-=
container"><tr><td></td><td width=3D"550" class=3D"content"></td><td></td><=
/tr><tr><td></td><td width=3D"550" align=3D"left" class=3D"content"><div st=
yle=3D"font-size: 16px; line-height: 26px; margin: 0 auto; max-width: 550px=
; overflow-wrap: break-word; width: 100%;"><table role=3D"presentation" wid=
th=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0"><tr><td align=
=3D"right" style=3D"height: 20px;"><table role=3D"presentation" width=3D"au=
to" border=3D"0" cellspacing=3D"0" cellpadding=3D"0"><tr><td style=3D"verti=
cal-align: middle;"><span class=3D"pencraft pc-reset _reset_3axfk_1 tw-font=
-body tw-text-ssm tw-text-substack-secondary" style=3D"color: rgb(119, 119,=
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MacSystemFont, Inter, Segoe UI, Roboto, Helvetica, Arial, sans-serif, Apple=
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important; list-style: none; margin: 0; text-decoration: unset;"><div class=
=3D"pencraft pc-reset _align-right_3axfk_16 _size-12_3axfk_40 _reset_3axfk_=
1" style=3D"color: unset; font-size: 12px; letter-spacing: 0px; line-height=
: 16px; list-style: none; margin: 0; text-align: right; text-decoration: un=
set;"><span translated class=3D"pencraft pc-reset _reset_3axfk_1" style=3D"=
color: unset; list-style: none; margin: 0; text-decoration: unset;">&#191;H=
as reenviado este correo electr&#243;nico? <a href=3D"https://substack.com/=
redirect/2/eyJlIjoiaHR0cHM6Ly93d3cuZXN0cmF0ZWdpYWRlcHJvZHVjdG8uY29tL3N1YnNj=
cmliZT91dG1fc291cmNlPWVtYWlsJnV0bV9jYW1wYWlnbj1lbWFpbC1zdWJzY3JpYmUmcj0zZ2Z=
5dm0mbmV4dD1odHRwcyUzQSUyRiUyRnd3dy5lc3RyYXRlZ2lhZGVwcm9kdWN0by5jb20lMkZwJT=
JGbWVuY2lvbmFyLWxhLWludGVsaWdlbmNpYS1hcnRpZmljaWFsLWRpc21pbnV5ZS1sYXMtdmVud=
GFzIiwicCI6MTQ3NzgwOTAyLCJzIjoyOTMwODEsImYiOnRydWUsInUiOjIwOTAxNzQyNiwiaWF0=
IjoxNzI1MTczOTA4LCJleHAiOjE3Mjc3NjU5MDgsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1=
yZWRpcmVjdCJ9.-1oWi5F7ASxmY3wthcqPs7ZfBAEh_lcyuGduo9pKoKI?" class=3D"pencra=
ft pc-reset _decoration-underline_3axfk_285 _reset_3axfk_1" style=3D"-webki=
t-text-decoration-line: underline; color: unset; list-style: none; margin: =
0; text-decoration: unset; text-decoration-line: underline;">Reg&#237;strat=
e aqu&#237;</a> para obtener m&#225;s</span></div></span></td></tr></table>=
</td></tr></table><div dir=3D"auto" class=3D"post typography" style=3D"font=
-size: 16px; line-height: 26px; padding: 16px 0 0 0;"><div class=3D"post-he=
ader" style=3D"font-size: 16px; line-height: 26px;"><h1 class=3D"post-title=
 published" style=3D"-moz-appearance: optimizelegibility; -moz-osx-font-smo=
othing: antialiased; -webkit-appearance: optimizelegibility; -webkit-font-s=
moothing: antialiased; appearance: optimizelegibility; color: rgb(54, 55, 5=
5); font-family: 'Roboto Slab',sans-serif; font-size: 32px; font-weight: 70=
0; line-height: 36px; margin: 0;"><a href=3D"https://substack.com/app-link/=
post?publication_id=3D293081&post_id=3D147780902&utm_source=3Dpost-email-ti=
tle&utm_campaign=3Demail-post-title&isFreemail=3Dtrue&r=3D3gfyvm&token=3Dey=
J1c2VyX2lkIjoyMDkwMTc0MjYsInBvc3RfaWQiOjE0Nzc4MDkwMiwiaWF0IjoxNzI1MTczOTA4L=
CJleHAiOjE3Mjc3NjU5MDgsImlzcyI6InB1Yi0yOTMwODEiLCJzdWIiOiJwb3N0LXJlYWN0aW9u=
In0.nC8eoMLzIN-AtD5MC637LMfl9Yn5CAJAU8OQBZOj2c8" style=3D"color: rgb(54, 55=
, 55); text-decoration: none;">Mencionar la inteligencia artificial disminu=
ye las ventas</a></h1><h3 class=3D"subtitle" style=3D"-moz-appearance: opti=
mizelegibility; -moz-osx-font-smoothing: antialiased; -webkit-appearance: o=
ptimizelegibility; -webkit-font-smoothing: antialiased; appearance: optimiz=
elegibility; color: #777777; font-family: 'SF Pro Display', -apple-system-h=
eadline, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, =
Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe=
 UI Symbol'; font-size: 18px; font-weight: normal; line-height: 24px; margi=
n: 4px 0 0; margin-top: 12px;">Un estudio revela c&#243;mo utilizar el t&#2=
33;rmino IA en las descripciones de nuestros productos o servicios disminuy=
e la intenci&#243;n de compra de los consumidores.</h3><table role=3D"prese=
ntation" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" cl=
ass=3D"post-meta" style=3D"align-items: center; height: 20px; margin: 1em 0=
;"><tr><td><table role=3D"presentation" width=3D"auto" border=3D"0" cellspa=
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auto" border=3D"0" cellspacing=3D"0" cellpadding=3D"0"><tr><td style=3D"ver=
tical-align: middle;"><div class=3D"pencraft pc-reset _color-primary_3axfk_=
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etter-spacing: .2px; line-height: 20px; list-style: none; margin: 0; text-d=
ecoration: unset; text-transform: uppercase;"><a style=3D"color: rgb(54, 55=
, 55); font-family: 'SF Compact', -apple-system, system-ui, -apple-system, =
BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Appl=
e Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 11px; font-=
weight: 500; letter-spacing: .2px; line-height: 20px; list-style: none; mar=
gin: 0; text-decoration: none; text-transform: uppercase;" href=3D"https://=
substack.com/@simonvlc" class=3D"pencraft pc-reset _color-primary_3axfk_183=
 _line-height-20_3axfk_95 _font-meta_3axfk_131 _size-11_3axfk_35 _weight-me=
dium_3axfk_162 _transform-uppercase_3axfk_242 _reset_3axfk_1 _meta_3axfk_44=
2">Sim&#243;n Mu&#241;oz</a></div></td></tr></table></td></tr><tr><td><tabl=
e role=3D"presentation" width=3D"auto" border=3D"0" cellspacing=3D"0" cellp=
adding=3D"0"><tr><td style=3D"vertical-align: middle;"><div class=3D"pencra=
ft pc-reset _color-secondary_3axfk_186 _line-height-20_3axfk_95 _font-meta_=
3axfk_131 _size-11_3axfk_35 _weight-medium_3axfk_162 _transform-uppercase_3=
axfk_242 _reset_3axfk_1 _meta_3axfk_442" style=3D"color: rgb(119, 119, 119)=
; font-family: 'SF Compact', -apple-system, system-ui, -apple-system, Blink=
MacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Col=
or Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 11px; font-weigh=
t: 500; letter-spacing: .2px; line-height: 20px; list-style: none; margin: =
0; text-decoration: unset; text-transform: uppercase;"><time dateTime=3D"20=
24-09-01T06:58:25.536Z">sep 1</time></div></td></tr></table></td></tr></tab=
le></td><td align=3D"right"><table role=3D"presentation" width=3D"auto" bor=
der=3D"0" cellspacing=3D"0" cellpadding=3D"0"><tr><td style=3D"vertical-ali=
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x; display: inline; height: 40px; margin: 0px; max-width: 550px; min-height=
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td height=3D"16" style=3D"font-size: 0px; line-height: 0;">&#160;</td></tr>=
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ss=3D"email-icon-button"><img src=3D"https://substackcdn.com/image/fetch/w_=
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ole=3D"presentation" width=3D"auto" border=3D"0" cellspacing=3D"0" cellpadd=
ing=3D"0"><tr><td style=3D"vertical-align: middle;"><table role=3D"presenta=
tion" width=3D"auto" border=3D"0" cellspacing=3D"0" cellpadding=3D"0"><tr><=
td align=3D"center"><a href=3D"https://open.substack.com/pub/simonmunoz/p/m=
encionar-la-inteligencia-artificial-disminuye-las-ventas?utm_source=3Demail=
&redirect=3Dapp-store" class=3D"email-button-outline" style=3D"border: 1px =
solid rgb(0, 0, 0, .1); border-radius: 9999px; color: rgb(119, 119, 119); d=
isplay: inline-block; font-family: system-ui, -apple-system, BlinkMacSystem=
Font, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji'=
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ine-height: 12px; padding: 9px 14px; text-decoration: none; text-transform:=
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ock; font-size: 16px; line-height: 26px; max-width: 0; min-height: 18px; ve=
rtical-align: middle;"></div><span style=3D"margin-right: 4px; vertical-ali=
gn: middle;" class=3D"email-button-text">LEER EN LA APP</span><img src=3D"h=
ttps://substackcdn.com/image/fetch/w_36,c_scale,f_png,q_auto:good,fl_progre=
ssive:steep/https%3A%2F%2Fsubstack.com%2Ficon%2FLucideArrowUpRight%3Fv%3D4%=
26height%3D36%26fill%3Dnone%26stroke%3D%2523808080%26strokeWidth%3D2" width=
=3D"18" height=3D"18" style=3D"border: none !important; margin-left: 0; mar=
gin-right: 0; max-width: 18px; min-height: 18px; min-width: 18px; vertical-=
align: middle;" alt class=3D"icon text-icon"></a></td></tr></table></td></t=
r></table></td></tr></table></td></tr><tr height=3D"16"><td height=3D"16" s=
tyle=3D"font-size: 0px; line-height: 0;">&#160;</td></tr></table></div></di=
v><div dir=3D"auto" class=3D"post typography" style=3D"font-size: 16px; lin=
e-height: 26px; padding: 16px 0 0 0;"><div dir=3D"auto" class=3D"body marku=
p" style=3D"font-family: Spectral,sans-serif; font-size: 16px; font-weight:=
 400; line-height: 26px; margin-bottom: 16px; text-align: initial; width: 1=
00%; word-break: break-word;"><p style=3D"color: rgb(54, 55, 55); font-size=
: 16px; line-height: 26px; margin: 0 0 20px 0; margin-top: 0;"><strong>&#19=
1;A&#241;adir el t&#233;rmino IA a las descripciones de nuestros productos =
puede impactar negativamente en nuestras ventas?</strong><span> Esta es la =
conclusi&#243;n a la que ha llegado un </span><a href=3D"https://substack.c=
om/redirect/0826f8f8-14e1-4d71-b7ea-c8a45b7486f0?j=3DeyJ1IjoiM2dmeXZtIn0.xu=
76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U" rel style=3D"color: rgb(54, 55, =
55); text-decoration: underline;">estudio</a><span> realizado por varios ac=
ad&#233;micos para el </span><em>Journal of Hospitality Marketing and Manag=
ement</em><span>.</span></p><p style=3D"color: rgb(54, 55, 55); font-size: =
16px; line-height: 26px; margin: 0 0 20px 0;">A trav&#233;s del estudio, de=
scubrieron que:</p><ul style=3D"margin-top: 0; padding: 0;"><li style=3D"ma=
rgin: 8px 0 0 32px; mso-special-format: bullet;"><p style=3D"box-sizing: bo=
rder-box; color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; margi=
n: 0; margin-bottom: 0; padding-left: 4px;">A&#241;adir el t&#233;rmino &#8=
220;Artificial Intelligence (AI)&#8221; en la descripci&#243;n de un produc=
to o servicio reduce la intenci&#243;n de compra de los consumidores</p></l=
i><li style=3D"margin: 8px 0 0 32px; mso-special-format: bullet;"><p style=
=3D"box-sizing: border-box; color: rgb(54, 55, 55); font-size: 16px; line-h=
eight: 26px; margin: 0; margin-bottom: 0; padding-left: 4px;">Ocurre porque=
 el t&#233;rmino influye negativamente en la confianza emocional de los com=
pradores</p></li><li style=3D"margin: 8px 0 0 32px; mso-special-format: bul=
let;"><p style=3D"box-sizing: border-box; color: rgb(54, 55, 55); font-size=
: 16px; line-height: 26px; margin: 0; margin-bottom: 0; padding-left: 4px;"=
>El efecto es m&#225;s pronunciado cuanto mayor es el riesgo percibido en l=
a compra (por ejemplo, afecta m&#225;s en la decisi&#243;n de compra de una=
 televisi&#243;n que de una aspiradora)</p></li></ul><p style=3D"color: rgb=
(54, 55, 55); font-size: 16px; line-height: 26px; margin: 0 0 20px 0;">Para=
 llegar a estas conclusiones, los acad&#233;micos realizaron varios experim=
entos. En el primero de ellos, mostraron a los participantes dos descripcio=
nes de una televisi&#243;n de alta gama.&#160;</p><ul style=3D"margin-top: =
0; padding: 0;"><li style=3D"margin: 8px 0 0 32px; mso-special-format: bull=
et;"><p style=3D"box-sizing: border-box; color: rgb(54, 55, 55); font-size:=
 16px; line-height: 26px; margin: 0; margin-bottom: 0; padding-left: 4px;">=
<span>A un grupo se le mostr&#243; una descripci&#243;n que hac&#237;a refe=
rencia expl&#237;cita al uso de la inteligencia artificial (</span><em>AI-p=
owered TV</em><span>).&#160;</span></p></li><li style=3D"margin: 8px 0 0 32=
px; mso-special-format: bullet;"><p style=3D"box-sizing: border-box; color:=
 rgb(54, 55, 55); font-size: 16px; line-height: 26px; margin: 0; margin-bot=
tom: 0; padding-left: 4px;"><span>Al segundo grupo, la misma descripci&#243=
;n, sin hacer menci&#243;n a la inteligencia artificial (</span><em>New tec=
hnology TV</em><span>).</span></p></li></ul><p style=3D"color: rgb(54, 55, =
55); font-size: 16px; line-height: 26px; margin: 0 0 20px 0;">M&#225;s tard=
e, cada grupo puntu&#243; preguntas como las siguientes en una escala del 1=
 al 7:</p><ul style=3D"margin-top: 0; padding: 0;"><li style=3D"margin: 8px=
 0 0 32px; mso-special-format: bullet;"><p style=3D"box-sizing: border-box;=
 color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; margin: 0; mar=
gin-bottom: 0; padding-left: 4px;">&#8220;Me gustar&#237;a probar esta TV&#=
8221;</p></li><li style=3D"margin: 8px 0 0 32px; mso-special-format: bullet=
;"><p style=3D"box-sizing: border-box; color: rgb(54, 55, 55); font-size: 1=
6px; line-height: 26px; margin: 0; margin-bottom: 0; padding-left: 4px;">&#=
8220;Comprar&#237;a esta TV si la viera en una tienda&#8221;</p></li><li st=
yle=3D"margin: 8px 0 0 32px; mso-special-format: bullet;"><p style=3D"box-s=
izing: border-box; color: rgb(54, 55, 55); font-size: 16px; line-height: 26=
px; margin: 0; margin-bottom: 0; padding-left: 4px;">&#8220;Me interesa sab=
er m&#225;s sobre esta TV&#8221;</p></li></ul><p style=3D"color: rgb(54, 55=
, 55); font-size: 16px; line-height: 26px; margin: 0 0 20px 0;"><span>Los r=
esultados indicaron que </span><strong>los participantes que vieron el t&#2=
33;rmino &#8220;Inteligencia Artificial&#8221; ten&#237;an una menor intenc=
i&#243;n de compra</strong><span> que aquellos que no lo vieron (3.58 vs 4.=
17).</span></p><p style=3D"color: rgb(54, 55, 55); font-size: 16px; line-he=
ight: 26px; margin: 0 0 20px 0;"><span>A continuaci&#243;n, los investigado=
res realizaron otros tres experimentos m&#225;s para validar si la disminuc=
i&#243;n en la intenci&#243;n de compra ten&#237;a que ver con el impacto n=
egativo de la IA en la confianza emocional de los consumidores.</span><br><=
br><span>Por &#8220;confianza emocional&#8221; entendemos la seguridad que =
los consumidores sentimos en la confiabilidad de un producto o servicio, ba=
s&#225;ndonos en nuestros sentimientos subjetivos e intuiciones. </span></p=
><p style=3D"color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; ma=
rgin: 0 0 20px 0;"><span>Los acad&#233;micos repitieron un experimento simi=
lar al primero con un coche, un servicio y una nevera, midiendo intenci&#24=
3;n de compra e impacto en la confianza emocional. </span><strong>Para los =
tres casos, el uso del t&#233;rmino IA perjudicaba la intenci&#243;n de com=
pra</strong><span>.</span></p><p style=3D"color: rgb(54, 55, 55); font-size=
: 16px; line-height: 26px; margin: 0 0 20px 0;">Finalmente, realizaron vari=
os experimentos para validar el impacto en relaci&#243;n con el riesgo perc=
ibido de la compra. En ellos, enfrentaron el uso del t&#233;rmino en produc=
tos y servicios considerados de alto riesgo, como un servicio de diagn&#243=
;stico de enfermedades o un coche, con otros de menor riesgo, como un servi=
cio de atenci&#243;n al cliente o una aspiradora.&#160;</p><p style=3D"colo=
r: rgb(54, 55, 55); font-size: 16px; line-height: 26px; margin: 0 0 20px 0;=
"><span>Como esperaban, </span><strong>las compras de alto riesgo se ve&#23=
7;an m&#225;s afectadas por la incorporaci&#243;n del t&#233;rmino &#8220;I=
nteligencia Artificial&#8221;</strong><span>.</span></p><h2 class=3D"header=
-anchor-post" style=3D"--highlight-bg: rgba(var(--color-bg-accent-themed-rg=
b), 0.2); -moz-appearance: optimizelegibility; -moz-osx-font-smoothing: ant=
ialiased; -webkit-appearance: optimizelegibility; -webkit-font-smoothing: a=
ntialiased; appearance: optimizelegibility; color: rgb(54, 55, 55); font-fa=
mily: 'SF Pro Display', -apple-system-headline, system-ui, -apple-system, B=
linkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple=
 Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.625em; fon=
t-weight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0; position: rel=
ative;"><strong>&#191;Por qu&#233; disminuye la intenci&#243;n de compra al=
 mencionar la IA?</strong></h2><p style=3D"color: rgb(54, 55, 55); font-siz=
e: 16px; line-height: 26px; margin: 0 0 20px 0;">El estudio sugiere varias =
razones por las cuales a&#241;adir el t&#233;rmino &quot;IA&quot; a la desc=
ripci&#243;n de un producto puede tener un efecto negativo en la intenci&#2=
43;n de compra. Entre las m&#225;s destacadas encontramos:</p><ul style=3D"=
margin-top: 0; padding: 0;"><li style=3D"margin: 8px 0 0 32px; mso-special-=
format: bullet;"><p style=3D"box-sizing: border-box; color: rgb(54, 55, 55)=
; font-size: 16px; line-height: 26px; margin: 0; margin-bottom: 0; padding-=
left: 4px;"><strong>Desconocimiento de la inteligencia artificial</strong><=
span>:</span><strong> </strong><span>La mayor&#237;a de los consumidores no=
 entienden como funciona la IA, lo cual incrementa el grado de incertidumbr=
e (&#191;c&#243;mo decide? &#191;puedo controlarla?), impactando negativame=
nte en la confianza.</span></p></li><li style=3D"margin: 8px 0 0 32px; mso-=
special-format: bullet;"><p style=3D"box-sizing: border-box; color: rgb(54,=
 55, 55); font-size: 16px; line-height: 26px; margin: 0; margin-bottom: 0; =
padding-left: 4px;"><strong>Representaci&#243;n negativa en los medios</str=
ong><span>: Hist&#243;ricamente, la IA ha sido utilizada en libros, c&#243;=
mics y pel&#237;culas como antagonista de la humanidad. Skynet en Terminato=
r. HAL-9000 en 2001: Una odisea del espacio, o el Agente Smith en Matrix so=
n s&#243;lo algunos ejemplos.&#160;</span></p></li><li style=3D"margin: 8px=
 0 0 32px; mso-special-format: bullet;"><p style=3D"box-sizing: border-box;=
 color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; margin: 0; mar=
gin-bottom: 0; padding-left: 4px;"><strong>Dudas acerca de la privacidad</s=
trong><span>: Los consumidores somos cada vez m&#225;s conscientes de c&#24=
3;mo las empresas recolectan y usan nuestros datos. La introducci&#243;n de=
l t&#233;rmino IA puede hacer que nos preguntemos &#191;a qu&#233; clase de=
 datos tendr&#225; acceso? &#191;qui&#233;n tendr&#225; acceso a los mismos=
?</span></p></li><li style=3D"margin: 8px 0 0 32px; mso-special-format: bul=
let;"><p style=3D"box-sizing: border-box; color: rgb(54, 55, 55); font-size=
: 16px; line-height: 26px; margin: 0; margin-bottom: 0; padding-left: 4px;"=
><strong>Miedo a los errores</strong><span>: Varios estudios demuestran que=
 los humanos ponemos el list&#243;n m&#225;s alto cuando interactuamos ante=
 una m&#225;quina que ante otro humano. Somos capaces de perdonar a un cong=
&#233;nere, pero no olvidamos tan f&#225;cilmente cuando se trata de un alg=
oritmo. Esto hace que la simple posibilidad de un fallo en un entorno de al=
to riesgo, como la conducci&#243;n aut&#243;noma, resulte especialmente inq=
uietante y nos haga desconfiar.</span></p></li></ul><h2 class=3D"header-anc=
hor-post" style=3D"--highlight-bg: rgba(var(--color-bg-accent-themed-rgb), =
0.2); -moz-appearance: optimizelegibility; -moz-osx-font-smoothing: antiali=
ased; -webkit-appearance: optimizelegibility; -webkit-font-smoothing: antia=
liased; appearance: optimizelegibility; color: rgb(54, 55, 55); font-family=
: 'SF Pro Display', -apple-system-headline, system-ui, -apple-system, Blink=
MacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Col=
or Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.625em; font-we=
ight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0; position: relativ=
e;"><strong>Cuesti&#243;nate si la IA es una palanca de venta</strong></h2>=
<p style=3D"color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; mar=
gin: 0 0 20px 0;">Algunas conclusiones evidentes del estudio, son:</p><ul s=
tyle=3D"margin-top: 0; padding: 0;"><li style=3D"margin: 8px 0 0 32px; mso-=
special-format: bullet;"><p style=3D"box-sizing: border-box; color: rgb(54,=
 55, 55); font-size: 16px; line-height: 26px; margin: 0; margin-bottom: 0; =
padding-left: 4px;">Introducir el t&#233;rmino IA en nuestro producto o ser=
vicio puede ser contraproducente para las ventas</p></li><li style=3D"margi=
n: 8px 0 0 32px; mso-special-format: bullet;"><p style=3D"box-sizing: borde=
r-box; color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; margin: =
0; margin-bottom: 0; padding-left: 4px;">A mayor riesgo percibido con la co=
mpra, m&#225;s cuidado debemos poner al usar el t&#233;rmino</p></li><li st=
yle=3D"margin: 8px 0 0 32px; mso-special-format: bullet;"><p style=3D"box-s=
izing: border-box; color: rgb(54, 55, 55); font-size: 16px; line-height: 26=
px; margin: 0; margin-bottom: 0; padding-left: 4px;">Si decidimos utilizarl=
o, debemos poner especial atenci&#243;n en ser claros en c&#243;mo se usa l=
a IA y los beneficios que aporta</p></li></ul><p style=3D"color: rgb(54, 55=
, 55); font-size: 16px; line-height: 26px; margin: 0 0 20px 0;"><span>El es=
tudio me parece especialmente revelador porque nos recuerda que </span><str=
ong>quienes trabajamos en tecnolog&#237;a vivimos en una burbuja que no sie=
mpre concuerda con la realidad del mundo exterior</strong><span>.</span></p=
><p style=3D"color: rgb(54, 55, 55); font-size: 16px; line-height: 26px; ma=
rgin: 0 0 20px 0;"><span>En nuestro mundo, es imposible pasar un d&#237;a s=
in leer sobre la &#250;ltima novedad en IA. Estamos en el v&#233;rtice del =
</span><em>hype</em><span>. Somos los </span><em>early adopters</em><span>,=
 los visionarios, los innovadores, y por eso, es muy tambi&#233;n muy posib=
le que nuestras expectativas est&#233;n un poco desacopladas de la realidad=
=2E&#160;</span></p><p style=3D"color: r=
gb(54, 55, 55); font-size: 16px; line=
-height: 26px; margin: 0 0 20px 0;"><span>Este estudio nos viene a refresca=
rnos que, a pesar de lo fascinante que nos resulta la IA y sus posibilidade=
s, </span><strong>para el gran p&#250;blico todav&#237;a no es una propuest=
a de venta s&#243;lida y, de hecho, puede ser hasta contraproducente</stron=
g><span>.</span></p><p style=3D"color: rgb(54, 55, 55); font-size: 16px; li=
ne-height: 26px; margin: 0 0 20px 0; margin-bottom: 0;"><span>Recordemos: <=
/span><strong><a href=3D"https://substack.com/redirect/9aa0dfd0-3105-4ad9-b=
341-1d8f36fbb84f?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0r=
bAsF0l24U" rel style=3D"color: rgb(54, 55, 55); text-decoration: underline;=
">la tecnolog&#237;a es un medio, no un fin</a></strong><span>. Nuestros cl=
ientes nos recompensar&#225;n si resolvemos sus problemas m&#225;s importan=
tes, independientemente de la tecnolog&#237;a con la que lo hagamos.</span>=
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24px; padding-bottom: 0;"><a href=3D"https://substack.com/redirect/37dec6cc=
-8652-47f7-b416-0eb2471fdc7c?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN=
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ect/2/eyJlIjoiaHR0cHM6Ly9zdWJzdGFjay5jb20vc2lnbnVwP3V0bV9zb3VyY2U9c3Vic3RhY=
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td><td></td></tr></table><img src=3D"https://eotrx.substackcdn.com/open?tok=
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