EXPRESS: Marketing AI Superiority: Risks of Using the ‘Better-Than-Human’ Framing

Artificial intelligence (AI) is increasingly praised for its superior performance compared to humans. Some firms now strategically adopt a better-than-human framing to promote their AI products. Across four experimental studies, we 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, we develop and test an intervention message designed to accompany the better-than-human frame, aiming to mitigate perceived threats to humanity. Our findings provide critical insights for AI marketing and communication, highlighting the need for nuanced messaging that balances AI performance signals with consumer reassurance.