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The media loves ChatGPT. But how do consumers feel about it?
It’s no question that Open AI’s ChatGPT has taken over the news cycle.
Businesses are now launching AI-products on top of ChatGPT. Last week, Expedia launched a ChatGPT AI Trip Planner. The launch ad shows someone typing questions about a potential honeymoon in Hawaii, and receiving answers from ChatGPT akin to a travel planner. It’s a cool application of AI technology
Are consumers interested in these ChatGPT products?
Swayable can measure how people feel about a new ad, concept, or message in 24 hours. We tested Expedia’s AI Trip Planner video to see how consumers feel about these innovations, along with an Expedia ad, and two Expedia ad concepts we made in-house.
We tested the videos against two metrics:
- Consideration: How would you describe your overall attitude towards trips via Expedia after seeing this video?)
- Purchase intent: How likely are you to consider purchasing trips via Expedia after seeing this video?)
What did the test reveal?
According to our study of 1,545 respondents, consumers aren’t as interested in ChatGPT enabled products as the tech media would suggest. Expedia’s ChatGPT enabled product had a negative impact on both Consideration and Purchase intent, and performed the worst out of the 4 videos we tested:
Results by Segment
Our Swayable test allows us to delve into sentiment by demographic. Some notable differences:
Region: Respondents in the West had a negative reaction to the ChatGPT video, while those in the Northeast were slightly positive. For Expedia’s marketing team, it would make sense to target audiences in the Northeast with future AI innovations.
Age: Older audiences were more turned off by the AI products than younger customers, which might not be surprising, as the technology is very novel.
Understanding sentiment: comments
Every Swayable test comes with qualitative comments.
The key theme from the ChatGPT video? Unimpressed. Many respondents found the ad just ‘okay’ or even ‘boring:’
Contrast this with comments on the mock video ad we made, showing how to use Expedia’s search filters to book the exact trip you want:
Our recommendation: ChatGPT could use better storytelling.
The negative sentiment for ChatGPT does not seem to come from backlash against the technology, but a lack of storytelling. It makes sense: when you have a topic as alluring as travel, focusing on the text exchange with an AI just isn’t that inspiring.
When you have a topic as alluring as travel, focusing on the text exchange with an AI just isn’t that inspiring.
What could Expedia (and other marketers of AI products) do?
Add some humanity and creativity. In other words: film a better ad.
What about a video featuring a young couple planning their honeymoon? A to-do list of wedding planning details is seen on the table.
“Did you find a place for the honeymoon yet?” one member of the couple asks another. The other, obviously having not booked a resort yet, opens up Expedia AI and types in a brief: a romantic resort in Hawaii, we are thinking Kauai or Maui, do you have suggestions? Expedia responds suggesting Maui for more nightlife and attractions, or Kauai for more nature. Each is paired with a resort package.
“Yeah, my travel assistant narrowed it down to two: one in Maui if we want more activities, and one in Kauai for more nature and peace. Which do you prefer?”
In all honesty, it’s the same concept as Expedia’s announcement. Just told better.
Innovations from ChatGPT are only going to increase. As marketers, it’s our job to show how AI adds value to our lives outside the computer.
Interested in testing AI content, travel ads, or any other ads in Swayable? We can test your content in 24 hours. Book a demo today.