Maybe if marketing people stopped using the incredibly generic term "AI", and started actually saying what something is, it might work better. When you say "this app is powered by AI", do you mean Skynet, an LLM, or a basic machine learning system?
What's a "basic machine learning system?" is this a question of the size of the model or the algorithm? Which algorithms are basic? If you've got an ensemble of models that includes multiple transformers not all of which are LLMs as well as CNNs, how do you think the marketing people should express that?
I could be wrong, but it feels like one issue is that AI seems to cater more as a signal to venture capital and the internals of the tech industry in a lot of these products, while consumers just want to know "what is this product going to actually do for me," and care less about whether it is implemented with the buzzword du jour.
I am annoyed by 90% of the AI content. Even good AI content has always two disadvantages, which are so huge, that I consider them flaws:
- bloat
- selliness
The peak cringe is the mixture of both: convolutes of texts massing buzzwords, links and sales tactics.
This feel like a rip off and a huge time waste.
And lets not talk about LinkedIn: a dumpster for AI generated content, the companies should be ashamed of. Do they actually read what they produce? No, not really.
It is pure insolence and puts them in a bad spot, at least in my book.
I think there’s some truth to that. The reality is most companies are implementing AI badly. It’s not actually solving anything and feels more like a checkbox on a feature matrix. Bolt on a chatbot and the job’s done.
Here’s a perfect example. Square recently rolled out “managerbot”. I was like “oh, cool” because I actually wanted something like that. I asked it a few questions about the data in my system, most of which it couldn’t answer. On top of that, it was as slow as molasses. I could pull the report and get the information myself faster than that bot could do anything. Square isn’t the only one. Salesforce, Microsoft, Google, etc. They are all guilty of it.
Personally, I like using AI tools, but I’m experiencing the marketing fatigue too. Developers are putting it into everything, doing it badly and then pitching it as a central feature.
I guess it’s the natural cycle of things though. We are somewhere around the peak hype -> disillusionment part of the cycle.
It's blatant marketing to investors, not users. How anyone can still have doubts about "you are the product now, not the customer" is beyond me.
Everyday folk have never cared much about any specific technology, only the experience, and the overwhelming majority of AI retrofits are lazily conceived from a user experience standpoint.
We launched an AI feature and there was immediate blowback in the form of negative feedback.
We then rebranded it as "Advanced Search," kept the sparkle icon and everything, literally just a find-and-replace of instances of "AI" with "Advanced," pretty much.
The negative feedback stopped. The very next day someone wrote in and said it was an incredible feature.
Branding is wild. The modern media environment is wild. I'm not saying anyone is right or wrong to hate on AI. But when you use the term at least with some people it activates the "Those bastards are coming for my job" light in their brain, even if the discussion in question has zero bearing on their job. There's polling on this and job security is far and away the populace's biggest concern related to AI.
This should be regarded as a failure of the markets.
This anti consumer crap, that people demonstrably hate, worked! It worked to increase share price. We should all see that as a a fundamental failure of the market to transmit information about what brings the consumer value. Instead, it has been rewarded to the tune of trillions of dollars, a huge segment of society's resources.
There is a sense among level-headed people that the market is irrational "right now," but it's been years of this shit. When do we call a spade a spade?
Yes exactly. It’s like advertising a car by saying “it uses gasoline!” Obviously gas helps the car go, but the user of the car just wants to go places cheaply and reliably
In addition to the wonders of the physical world, national parks, lakefront properties, skiing locations becoming owned by and run for the rich, advertising is moving further from the consumer to investors, their true market. They don't need the poors anymore.
What's interesting is that all big LLM providers figured out that the revenue comes from coding as it can be trained with RL rewards.
It means that most people will never understand how fast the landscape is moving: non-coding and non-homework use cases didn't change that much since last year.
Oh no. It can't really be because "AI" frequently means "we fire employees to make more money. And by the way, we don't actually care about quality". Right?
Why would you add features you know 70% of your users would hate? The fact that you have to hide them from your users because of this should probably be a sign to reconsider.
They're optional features nobody has to use and which, if designed to not look like cheap vibe-coded chatbots, that 70% of the userbase would actually quite like. So far in the closed beta, everyone has liked them, even the people I know don't like AI.
This is the problem with all of the recent “AI” crap that has been shoved into our devices.
We have had ML features for years and it provided real benefits but most people did not know or care how it worked, it just did its job in the background without the underlying tech being shoved in your face.
Everything AI though is the opposite, it wants to focus on the technology first and the benefits second. It is actively making a worse UI and often providing little to no benefit.
Most consumers don’t actually care how their tech works, just that it does and gives them benefits.
It’s because they don’t know the actual benefits yet and are all hoping they either accidentally stumble across it/one of us finds the billion dollar application for them.
“AI” is a buzzword now thanks to the Vulture Capitalists.
The feature should speak for itself. If your feature is good you don’t need to market the underlying technology.
Like, nobody gives a shit about settings being stored in an SQLite database. They don’t care how it’s stored at all.
When my friend shows me his new phone and how crazy it is he can zoom so far into the moon you can see individual rocks - he does not give a single shit that it uses AI. He just uses the gd camera.
When you use AI to build a feature, the fact that it uses AI should not be on the tin. What it actually does and how good it is at it should be. Saying something uses AI is pointless. No matter how much the vulture class wants it, fetch is never going to happen.
Not to mention how many features that used to work have been summarily broken with no indication on whether we'll ever get them back, due to the wholesale replacement of previous functions with LLM-driven functions.
I can't even press the "favorite" button for my google photos on my google home device any more. It just says "I don't have access to photos" whether I use the button or voice (both of which obviously used to work).
The biggest one that jumps out at me is Amazon replacing their review search box with "Rufus", which searching the entire context of an item on Amazon, including descriptions, reviews, everything. It then wants me to ask it a question instead of doing a boring search for keywords.
If I'm looking at a product and want to search the reviews for the keyword "battery life" and see what real, actual people are experiencing, I can't do that anymore. A search for "battery life" in Rufus always returns some nonsense like "Many customers report good battery life, while others say it's runtime is shorter than expected". I want human experience! I want specifics! Why is everything sanded down to "good or bad"?
There is a difference between a toaster brand saying their toasting now has AI built in vs Anthropic releasing Mythos.
The toaster brand is just trying to fool people. Something like Mythos is actually what's driving change.
In tech, Microsoft is a big reason for this turnoff. First, they forced Copilot onto Windows users. Second, they decided to market "AI PCs" by forcing AMD, Intel, and Qualcomm to put NPUs into their SoCs. But a tiny NPU is no match for frontier LLMs. Therefore, customers are sold on their PCs having something as good as ChatGPT built in but in reality, it's barely powerful enough to fix your grammar.
Everyone around me, including my elderly parents, love using ChatGPT. Go to any coffee shop and you'll see ChatGPT on nearly everyone's laptop. People aren't turned off by OpenAI or Anthropic. They're turned off by everyone else.
People around me, outside the programmer bubble, hate OpenAI with a passion. It's the symbol of antidemocratic US corporations cuddling with Trump etc, right there with Tesla. And no one outside my tech bubble has ever heard of Anthropic.
This is distinctly different than the dot com bubble were people actually were euphoric about the future unfolding before their eyes.
Imagine the dotcom boom but most consumers have a negative sentiment towards internet stuff, it's mostly just CEOs measuring their internet dicks against each other.
I’m sure there are some good AI products but the vast majority seem to be garbage. The exception is coding agents and simple web text/image interfaces.
So yeah, as a signal the AI brand is about as bad as it gets. Crypto tier. But just like crypto, the investors want to see that signal regardless of any underlying substance.
It's a bit like 25 years ago when people were slapping web on everything to make it seem better.
Part of this is incentivized by investors that want everything they invest in to be an AI thingy so they can feel good about themselves. So, you have a lot of startups optimizing for that. This is not a new thing of course. Every if-else type logic got shamelessly labeled AI at some point even fifteen years ago. I've been in a few places where that happened.
Other than that, I can't see why consumers should care for most things they actually buy and pay for.
But of course they tend to fall in the feature matrix trap where when faced with choice between product A and product B, they tend to go for the one with the most elaborate spec sheet. Even if most of that is just meaningless word soup to them. True for phones, TVs, stereo equipment, cars, etc. Most people really have no clue what they are buying so they just over pay under the assumption that it will cover their needs. AI goes in a long list of meaningless marketing language that companies use to market their products. Most people say they are not sensitive to that, but their purchase choices usually tell a different story. Marketing people know that.
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[ 0.19 ms ] story [ 16.3 ms ] threadE.g. Spotify is using AI extensively, consequently I expect them to reduce the price very soon. Maybe like a 50% cut.
The peak cringe is the mixture of both: convolutes of texts massing buzzwords, links and sales tactics.
This feel like a rip off and a huge time waste.
And lets not talk about LinkedIn: a dumpster for AI generated content, the companies should be ashamed of. Do they actually read what they produce? No, not really.
It is pure insolence and puts them in a bad spot, at least in my book.
Here’s a perfect example. Square recently rolled out “managerbot”. I was like “oh, cool” because I actually wanted something like that. I asked it a few questions about the data in my system, most of which it couldn’t answer. On top of that, it was as slow as molasses. I could pull the report and get the information myself faster than that bot could do anything. Square isn’t the only one. Salesforce, Microsoft, Google, etc. They are all guilty of it.
Personally, I like using AI tools, but I’m experiencing the marketing fatigue too. Developers are putting it into everything, doing it badly and then pitching it as a central feature.
I guess it’s the natural cycle of things though. We are somewhere around the peak hype -> disillusionment part of the cycle.
It's blatant marketing to investors, not users. How anyone can still have doubts about "you are the product now, not the customer" is beyond me.
Everyday folk have never cared much about any specific technology, only the experience, and the overwhelming majority of AI retrofits are lazily conceived from a user experience standpoint.
We then rebranded it as "Advanced Search," kept the sparkle icon and everything, literally just a find-and-replace of instances of "AI" with "Advanced," pretty much.
The negative feedback stopped. The very next day someone wrote in and said it was an incredible feature.
Branding is wild. The modern media environment is wild. I'm not saying anyone is right or wrong to hate on AI. But when you use the term at least with some people it activates the "Those bastards are coming for my job" light in their brain, even if the discussion in question has zero bearing on their job. There's polling on this and job security is far and away the populace's biggest concern related to AI.
This anti consumer crap, that people demonstrably hate, worked! It worked to increase share price. We should all see that as a a fundamental failure of the market to transmit information about what brings the consumer value. Instead, it has been rewarded to the tune of trillions of dollars, a huge segment of society's resources.
There is a sense among level-headed people that the market is irrational "right now," but it's been years of this shit. When do we call a spade a spade?
It means that most people will never understand how fast the landscape is moving: non-coding and non-homework use cases didn't change that much since last year.
Our customer base about 70% can’t stand AI, 20% doesn’t care, and 10% thinks it’s the greatest thing in the world.
We have had ML features for years and it provided real benefits but most people did not know or care how it worked, it just did its job in the background without the underlying tech being shoved in your face.
Everything AI though is the opposite, it wants to focus on the technology first and the benefits second. It is actively making a worse UI and often providing little to no benefit.
Most consumers don’t actually care how their tech works, just that it does and gives them benefits.
The feature should speak for itself. If your feature is good you don’t need to market the underlying technology.
Like, nobody gives a shit about settings being stored in an SQLite database. They don’t care how it’s stored at all.
When my friend shows me his new phone and how crazy it is he can zoom so far into the moon you can see individual rocks - he does not give a single shit that it uses AI. He just uses the gd camera.
When you use AI to build a feature, the fact that it uses AI should not be on the tin. What it actually does and how good it is at it should be. Saying something uses AI is pointless. No matter how much the vulture class wants it, fetch is never going to happen.
I can't even press the "favorite" button for my google photos on my google home device any more. It just says "I don't have access to photos" whether I use the button or voice (both of which obviously used to work).
To the extent that AI adds value, it is being captured, rather than going back to the consumer.
If I'm looking at a product and want to search the reviews for the keyword "battery life" and see what real, actual people are experiencing, I can't do that anymore. A search for "battery life" in Rufus always returns some nonsense like "Many customers report good battery life, while others say it's runtime is shorter than expected". I want human experience! I want specifics! Why is everything sanded down to "good or bad"?
The toaster brand is just trying to fool people. Something like Mythos is actually what's driving change.
In tech, Microsoft is a big reason for this turnoff. First, they forced Copilot onto Windows users. Second, they decided to market "AI PCs" by forcing AMD, Intel, and Qualcomm to put NPUs into their SoCs. But a tiny NPU is no match for frontier LLMs. Therefore, customers are sold on their PCs having something as good as ChatGPT built in but in reality, it's barely powerful enough to fix your grammar.
Everyone around me, including my elderly parents, love using ChatGPT. Go to any coffee shop and you'll see ChatGPT on nearly everyone's laptop. People aren't turned off by OpenAI or Anthropic. They're turned off by everyone else.
This is distinctly different than the dot com bubble were people actually were euphoric about the future unfolding before their eyes.
So yeah, as a signal the AI brand is about as bad as it gets. Crypto tier. But just like crypto, the investors want to see that signal regardless of any underlying substance.
Part of this is incentivized by investors that want everything they invest in to be an AI thingy so they can feel good about themselves. So, you have a lot of startups optimizing for that. This is not a new thing of course. Every if-else type logic got shamelessly labeled AI at some point even fifteen years ago. I've been in a few places where that happened.
Other than that, I can't see why consumers should care for most things they actually buy and pay for.
But of course they tend to fall in the feature matrix trap where when faced with choice between product A and product B, they tend to go for the one with the most elaborate spec sheet. Even if most of that is just meaningless word soup to them. True for phones, TVs, stereo equipment, cars, etc. Most people really have no clue what they are buying so they just over pay under the assumption that it will cover their needs. AI goes in a long list of meaningless marketing language that companies use to market their products. Most people say they are not sensitive to that, but their purchase choices usually tell a different story. Marketing people know that.
https://www.theguardian.com/lifeandstyle/picture/2025/nov/07...
- AI loves to use "consumers" instead of just saying people or Americans
- "You’ve spent time and budget on it, yet your audience can’t name a single company they think is doing it well. "
- "The small moments that used to make the web worth visiting are disappearing."
- "The brand that builds that recognition first gets to define the standard."
Nearly every sentence has an AI-ism...