Academic Journal
Marketing AI Superiority: Risks of Using the "Better-Than-Human" Framing.
| Title: | Marketing AI Superiority: Risks of Using the "Better-Than-Human" Framing. |
|---|---|
| Authors: | Weihrauch, Andrea (AUTHOR), Xie, Chunya (AUTHOR) chunyaxie@uestc.edu.cn |
| Source: | Journal of Interactive Marketing. Aug2026, Vol. 61 Issue 3, p311-326. 16p. |
| Subject Terms: | *Marketing, *Marketing strategy, *Consumer behavior, Frames (Social sciences), Strategic communication, Existentialism |
| Abstract: | Artificial intelligence (AI) is increasingly praised for its superior performance compared with that of humans. Some firms now strategically adopt a "better-than-human" framing to promote their AI products. Across four experimental studies, the authors investigate consumer responses to this better-than-human framing and identify significant risks associated with the strategy. Specifically, presenting AI through a better-than-human frame can trigger existential concerns, as reminders of AI dominance evoke perceived threats to humanity. Given that many consumers already experience anxiety about AI's advancement, such better-than-human framing can intensify these fears—particularly among those high in general AI anxiety. However, recognizing that firms may continue to use this approach for strategic purposes, the authors develop and test an interventional message designed to accompany the better-than-human frame, aiming to mitigate perceived threats to humanity. The findings provide critical insights for AI marketing and communication, highlighting the need for nuanced messaging that balances AI performance signals with consumer reassurance. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Interactive Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Business Source Index |
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| Items | – Name: Title Label: Title Group: Ti Data: Marketing AI Superiority: Risks of Using the "Better-Than-Human" Framing. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Weihrauch%2C+Andrea%22">Weihrauch, Andrea</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Xie%2C+Chunya%22">Xie, Chunya</searchLink> (AUTHOR)<i> chunyaxie@uestc.edu.cn</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Interactive+Marketing%22">Journal of Interactive Marketing</searchLink>. Aug2026, Vol. 61 Issue 3, p311-326. 16p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Marketing+strategy%22">Marketing strategy</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Frames+%28Social+sciences%29%22">Frames (Social sciences)</searchLink><br /><searchLink fieldCode="DE" term="%22Strategic+communication%22">Strategic communication</searchLink><br /><searchLink fieldCode="DE" term="%22Existentialism%22">Existentialism</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Artificial intelligence (AI) is increasingly praised for its superior performance compared with that of humans. Some firms now strategically adopt a "better-than-human" framing to promote their AI products. Across four experimental studies, the authors investigate consumer responses to this better-than-human framing and identify significant risks associated with the strategy. Specifically, presenting AI through a better-than-human frame can trigger existential concerns, as reminders of AI dominance evoke perceived threats to humanity. Given that many consumers already experience anxiety about AI's advancement, such better-than-human framing can intensify these fears—particularly among those high in general AI anxiety. However, recognizing that firms may continue to use this approach for strategic purposes, the authors develop and test an interventional message designed to accompany the better-than-human frame, aiming to mitigate perceived threats to humanity. The findings provide critical insights for AI marketing and communication, highlighting the need for nuanced messaging that balances AI performance signals with consumer reassurance. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Interactive Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1177/10949968251408781 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 16 StartPage: 311 Subjects: – SubjectFull: Marketing Type: general – SubjectFull: Marketing strategy Type: general – SubjectFull: Consumer behavior Type: general – SubjectFull: Frames (Social sciences) Type: general – SubjectFull: Strategic communication Type: general – SubjectFull: Existentialism Type: general Titles: – TitleFull: Marketing AI Superiority: Risks of Using the "Better-Than-Human" Framing. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Weihrauch, Andrea – PersonEntity: Name: NameFull: Xie, Chunya IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 08 Text: Aug2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 10949968 Numbering: – Type: volume Value: 61 – Type: issue Value: 3 Titles: – TitleFull: Journal of Interactive Marketing Type: main |
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