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Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence

Author

Listed:
  • Diego Costa Pinto

    (Universidade Nova de Lisboa (Portugal, Lisbon) - NOVA)

  • Darina Vorobeva

    (EM - EMLyon Business School)

  • Hector González

    (ESCP Business School (Spain, Madrid) - ESCP)

  • Nuno António

    (Universidade Nova de Lisboa (Portugal, Lisbon) - NOVA)

Abstract

Companies' investment in Artificial Intelligence (AI) and its dynamic promotion has been growing rapidly. However, such promotional activities can backfire. This research reveals that companies' self-promotional activities of AI-based services decrease the customers' willingness to interact with AI-based (vs. human-based) services. The set of studies - Twitter text mining and experimental studies - demonstrate that self-promotion of AI-based technology has a pejorative effect on customers' willingness to interact with such services and concurrently is perceived as bragging and exaggeration. In contrast, it has a beneficial outcome if self-promotion is done about human-related achievements. The findings suggest self-discrepancy as an underlying factor of such diversion. Lastly, the research provides suggestions to companies on how to diminish customers' resistance to AI-based services using thinking (vs. feeling) skills.

Suggested Citation

  • Diego Costa Pinto & Darina Vorobeva & Hector González & Nuno António, 2026. "Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence," Working Papers hal-05488134, HAL.
    • Handle: RePEc:hal:wpaper:hal-05488134
    as

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