Publications
Publications
- July–August 2025
- Harvard Business Review
Don’t Let an AI Failure Harm Your Brand
Abstract
How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who avoid the five pitfalls of promoting AI—people tend to blame AI first, view one AI failure as contaminating other AIs, place more blame on companies that overstate AI capabilities, judge humanized AI more harshly, and become outraged by programmed preferences—will limit the damage caused by AI failures.
Keywords
Citation
De Freitas, Julian. "Don’t Let an AI Failure Harm Your Brand." Harvard Business Review 103, no. 4 (July–August 2025): 126–133.