Webinars
MSI Webinar: The AI-usage conundrum: What you need to know to protect your brand, your customers, and your employees from AI reliance
Discover why revealing your reliance on AI can undermine trust in your brand—and why simple fixes like reframing your disclosure or making it mandatory won’t solve the problem. In this talk, we will explore new research showing how AI disclosure raises doubts about your legitimacy and can overshadow both your brand’s authenticity and your employees’ contributions. You will learn why the effect isn’t just “algorithm aversion,” but a powerful trigger that sparks skepticism—particularly when AI usage is exposed by others rather than self-disclosed. Even when people have positive attitudes toward AI or see it as highly accurate, that trust erosion does not fully go away. Join us to examine the AI-usage conundrum and the AI-disclosure effect and learn how to protect your reputation, safeguard customer relationships, and support your employees while navigating the complexities of AI implementation.
speaker
Martin Reimann is the McClelland Professor of Marketing at the Eller College of Management. His ongoing research focuses on how new technology is changing consumers and markets, including how humans are adopting and evolving with AI. He also investigates an experience-based account of judgment and choice, demonstrating how affect and autobiographical memory shape perceived value beyond money. Dr. Reimann’s research has advanced how leaders and organizations leverage trust in the age of AI to boost advantageous decision making through business strategies, technology, and leadership. Martin’s work has appeared in several leading journals including in the Annual Review, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Experimental Psychology: General, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, and PNAS. His work has been supported by DARPA, Google, the Marketing Science Institute, the National Endowment for the Arts, and the National Science Foundation. Martin also specializes in utilizing different methodologies, including behavioral experiments, functional neuroimaging (fMRI), and deep-learning models. His research has contributed to consumer neuroscience, with multiple original fMRI studies published in outlets such as the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of the Association for Consumer Research. Martin Reimann has been recognized as an MSI Scholar and received multiple early career awards and other accolades from the American Marketing Association, the Society for Consumer Psychology, and the Society for Personality and Social Psychology. His research has gained widespread attention in the media, with features in Scientific American and Fast Company, as well as on networks such as NPR and the BBC. He holds affiliations as professor in the Department of Psychology, the College of Veterinary Medicine, and the Cognitive Science Graduate Interdisciplinary Program at the University of Arizona, and is visiting affiliated faculty at Stanford University. Martin has painstakingly defended and now holds two United States patents.