AI.

It's everywhere.

It's in your photo gallery, your nutrition app, Spotify, design tools, all the way to your fridge.

But with ubiquity comes semantic satiation - the word loses its meaning from overuse. And with that, people have reactions to it that you may not anticipate.

Why semantic satiation matters

When companies overuse “AI” to label most features, it stops being special and loses its intrigue. Think of it this way: if every app, device, and service is AI-enabled, how does one stand out?

Over time, people tune out, and the excitement that “AI” once brought begins to fade. For businesses genuinely innovating with artificial intelligence, this can mean a tougher time standing out in a crowded market of faux-AI claims.

How AI got saturated

AI began as a marvel—a technology that seemed like magic.

But as more brands started adopting it in different ways, the term became diluted.

In the early days, AI in products felt groundbreaking. Now, everything from chatbots to coffee machines claim to be “AI-driven”. This overuse means that when a product does something genuinely innovative with AI, it has to fight harder for consumer attention.

Some of this saturation could be accredited to the recent technical innovations in AI from companies like OpenAI, Anthropic and Perplexity. These companies have made impressive AI capabilities possible through simple API calls, which has lead to lots of businesses implementing AI features in their own products (useful or not). Additionally, this has meant when companies claim to be using "AI", there is an assumption from consumers that the app is a veneer over a tool like ChatGPT, which can hurt trust.

How do people feel about AI?

We conducted research on the impression AI leaves on the public. We ran our own study, while also analysing hundreds of Reddit comments about AI products. The outcome was somewhat negative, with people's sentiments largely leaning towards skepticism, frustration, disinterest and dismissal.

AI is beginning to feel like a marketing fad

From our Reddit conversation analysis, we identified four key insights around AI sentiment:

1. AI is a buzzword:
   • AI is commonly seen as just the latest marketing fad. People draw parallels to past trends, like "blockchain" or "cloud," where the term’s overuse diluted its significance.
   • Several comments criticised how companies are quick to adopt the AI label, even if the technology used is minimal or superficial, leading to perceptions of AI as "90% marketing, 10% substance"​.
2. Impact on trust and product perception:
   • Users generally trust products less when “AI” is part of the branding. This distrust seems rooted in a belief that many AI-marketed products are often “just a ChatGPT wrapper” without meaningful innovation.
   • There’s a belief that focusing on the AI label can make a product feel shallow or less credible. Some people prefer brands to emphasise the product’s unique benefits instead of leaning on AI terminology​.
3. Expectations for real usefulness:
   • Many users shared that AI could add genuine value if it's clearly beneficial and addresses real user needs. For example, a credit card app using AI to analyse spending and suggest savings might be appreciated.
   • However, the use of AI in trivial or non-essential applications (e.g., an “AI-powered” dishwasher) is seen as overkill and contributes to a perception of AI as marketing fluff​.
4. Mixed views on the future of AI in products:
   • While some believe AI will soon be seen as just another tool, like past tech fads, others think it has transformative potential if applied correctly. Those in tech expressed concern about AI’s long-term impact on job security but also its potential for certain high-value applications.
   • Investors’ attraction to AI was discussed as inflating valuations for AI-labeled startups, with an expectation that the hype will eventually lead to a market correction.

These views were largely reinforced by our small research study, where people were asked to share their feelings about AI.

When asked about their impression of current AI products and features, 47% of responses were negative, 40% were positive and 13% were indifferent.

However, when it came to whether or not a person would be more likely to engage with an app based on it being updated with AI features, 60% of respondents said yes. We also noted that feelings leaned towards excitement when offered an AI product.

Tips to keep AI messaging fresh

1. Use AI sparingly in marketing materials: Not every part of an AI product needs to be branded as “AI-driven.” Instead, highlight the impact, not the tech. What does the AI do for the user that’s truly game-changing? For example, instead of calling it “AI-powered predictive text,” companies could emphasise that their tool “adapts to your writing style over time.”
2. Focus on problem-solving over technology: Consumers ultimately care more about what a product can do for them than what tech it uses. AI is just one approach to solving problems, so frame features in terms of the benefit, not just the AI aspect. Are customers getting a faster, more efficient service? Emphasise that, and let the “AI” work its magic in the background.
3. Educate and elevate: Instead of casually dropping “AI” in product descriptions, companies can offer insights into how their technology is uniquely using AI. By giving consumers an understanding of what the AI does and why it’s valuable, companies can reinvigorate interest and build some trust. For example, a medical app could explain how its AI analyses thousands of studies to give more precise insights rather than simply calling itself “AI-powered.”
4. Diversify the language around AI: Repeating the term “AI” can make the product sound gimmicky. Using varied language like “automated intelligence,” “machine learning insights,” or even avoiding AI terminology altogether can help keep the branding fresh. This approach also ensures that your company isn’t contributing to the buzzword overload.
5. Make AI tangible: Abstract AI features can be hard for users to relate to. Brands that can show AI in action or offer live demonstrations create a clearer link between the technology and its tangible benefits, reducing the risk of semantic satiation. For instance, a car company could show how AI helps reduce accidents through real-world data and scenarios instead of calling it a “smart AI system.”

Apple have done a good job of cutting through the AI noise by implementing some of these principles. Instead of Artificial Intelligence, it's "Apple Intelligence", which looks and sounds different enough to engage you. Additionally, they ensure that the AI features they implement are demoed extensively so people can understand the value it brings to their experience.

The future of AI branding

For consumers, AI still holds promise, but businesses need to be strategic to keep that promise alive. AI marketing that focuses on meaningful, relatable outcomes will resonate more than blanket AI buzzwords. By focusing on the human impact, companies can build trust and stand out in an increasingly AI-laden market.

If you’re a business looking to create a unique, standout UX with or without AI, we can help craft a memorable digital experience. Connect with us at Lightning UX to book a call.