Richard Shotton

speaker

1,228 appearances 5 recordings 4 series first heard Jan 2026 last heard 27 Jun

Richard Shotton’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

Back in 2023, runs a simple experiment.

He shows people products.

So sometimes one of the products was a poster of a skull.

And sometimes he labels it as hand-drawn.

Sometimes he labels it as created by an AI-powered robot.

And people are asked about the artistic merit of the poster, the creativity of the poster and crucially purchase intent.

Now for every single metric, he sees the same pattern.

People who saw the hand-drawn label, they rate that poster better than the group who saw the AI powered label.

And the scale is quite surprising.

Now when it comes to purchase intent, there is a 61% difference.

Now, Millett's explanation for this is the illusion of effort.

He says people's personal experience of Claude or ChatGPT is that they will spit out an answer in a few seconds.

So therefore, we think it's low effort.

So if we tell people our product has been created by AI, all things being equal, that product will be rated worse than if people are told otherwise.

that it was hand-drawn or made through human effort.

So you've got to be really careful as a business when you're bringing AI into your products.

Now, I'd be a Luddite to suggest don't do that.

But what you have to do is be aware of the illusion of effort and therefore shift the conversation.

Shift the conversation away from how quickly the product was delivered to how much effort you put into setting up the process calls and processes to get this AI system set up in the first place.

I mean, that might well be true.

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