alt Hacker NewsSixty percent of US consumers say 'AI' in brand messaging is a turnoff
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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.
AI feels like “quick and cheap at the cost of quality” so I completely get why consumers would dislike it while business people love it.
For most consumers AI will be a net negative. Already I can tell more and more companies use it in their call centers and support workflows, often just to stonewall customers: they reply very politely and with great attention to detail but will not solve your issue as they don’t have any decision power.
I really don’t look forward to this new world, AI is a powerful and useful too for creators but it will and already is used for all the wrong reasons, apparently even to pick which targets to destroy in war, essentially making life or death decisions in some areas with little to no oversight. And then people here think that any kind of regulation around this tech is useless and unwarranted…
Don’t get me wrong I use AI all the time but I fear it will be the most disruptive technological development in both positive and negative ways that we have ever dealt with.
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?
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.
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?
AI isn’t actually a description of consumer value. It’s a tool to create that value
Selling an “AI” product is like describing a C++ compiler as a feature to someone buying a video game
I'm looking at AI in a product as a way to tell it what to do without me needing to look up what I want to do... And it usually doesn't do that.
For example:
I wanted to make a pie chart in Excel of 5 cells, so I selected them and told Copilot to make a pie chart. It put a pie chart image in the chat window, and told me where to click to make the pie chart, but didn't actually make the pie chart for me.
Sometimes my phone's camera saves a picture in the wrong orientation, and I don't feel like digging around for where Google put the rotate button today. There's an easily-accessible prompt box, but it can't follow "rotate the image 90 degrees to the left".
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The thing is, unless you use an app to do a task all the time, often it takes longer to find the button, remember the keystroke, or look it up on Google than it takes to just bang out a prompt. And, if I can tell my IDE to "write a unit test for this class" and get back something useful, why can't I tell Excel to "make a pie chart for these cells" and get back something useful?
We are adding AI features to our product and being very careful to disguise them and make it not “feel” like AI.
Our customer base about 70% can’t stand AI, 20% doesn’t care, and 10% thinks it’s the greatest thing in the world.
The label is now on ... pretty much everything -- to the point where it's completely meaningless. So, maybe everyone can just stop lazily slapping it on things?
You can already see what's coming, too. At some point in the near future, companies will make a point of offering products without AI (to whatever extent) and start offering the bespoke, organic or Classic (i.e. Mexican Coke) versions and charging even more for them.
I had the pleasure of communicating with the AI bot of FedEx (in Germany) today:
> Everything is sorted out!
> Everything is now sorted out, and I hope this solution works well for you.
I agree. What does it matter if it is AI? As long as the product does what it is supposed to do, use of AI is secondary.
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.
I’m surprised it’s just sixty. I don’t think anyone, not the least consumers, wants AI used upstream of themselves.
A friend was looking for a new electric razor and sent a link of one that advertised having AI. Phillips Norelco i9000 with AI integration.
Feels like the old iThing or eWare trends of the 00s. New thing, new marketing trend.
Could be worse. It could be Blockchain.
You can't trust consumers with what they say they want in their marketing.
You mean the Coke flavour co-created by AI wasn't a resounding success with consumers? Who could have possibly known?
https://www.pcmag.com/news/coca-cola-uses-ai-to-create-a-fut...
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.
Not surprising given that 95+% of the time it's total bullshit.
Outside the Silicon Valley echo chamber the attitude towards AI has shifted dramatically over the last few months. Folks still think the tech is cool but everyone is fed up with AI slop and all the noise and hype that’s failed to deliver.
The mood has shifted dramatically, but that wouldn’t be obvious to anyone that never leaves tech circles where it’s still all AI all the time.
Big talk from US consumers. The reality is we'll consume those ads and we'll love it. Sir, yes sir!
I was at the grocery store a few weeks back browsing the clearance with my girlfriend.
To my amazement I picked up a, grifty “hair regrowth” supplement. Right on the top of the box, they had the text: “AI TECHNOLOGY”
If you want to know what the fuck is happening to this country you just have to understand that we’re at a point where a company finds it even worth slapping an obvious grift on an obvious grift because there’s enough low IQ idiots to buy.
If I see AI content online I bounce because I can ask AI myself. All the AI slop has zero benefit to companies doing it to me if they want to target me. But then some people watch tiktoks, so as usual we're in an echo chamber.
Ironic considering the article just reeks of AI.
- 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...
When you label anything with an electrical current AI, ignore all copyright, then cite AI as cause for layoffs ... what do you expect? It's all vibes. Qwen released "world models" that are video processing models instructed through text. Words have no real meaning anymore.
Obligatory Stephen Collins:
https://www.theguardian.com/lifeandstyle/picture/2025/nov/07...
Surprise - water is wet.
Yet a third or so of HN submissions are about AI BS. Just another confirmation techdorks are out of this world.
"AI" translates into "we treated your problem as a black box; if it doesn't work we'll fix it later by throwing more data at it!"
The word "turnoff' is an understatement. The rubes try to sell it like the Monorail on the Simpsons. They're pushier than a timeshare. Feels like a scam.
Sir, this is a Wendys. I just want my burger
Well of course they do. AI has strong association with words and phrases such as "hallucinate", "bad medical advice", "slop", etc. I can understand why a business would want to use it, but it's very seldom a win for the consumer.
To me, “AI” in their branding means data mining, collection and privacy violation.
Not really a surprise, AI is obnoxious and useless in the majority of context, and yet we're forced to deal with it.
Just clearly explain how you are translating all the AI "value" into a reduced price for me - consumer, and it will be welcome.
E.g. Spotify is using AI extensively, consequently I expect them to reduce the price very soon. Maybe like a 50% cut.
What happens when VCs, governments and tech companies drive demand for a genuinely game changing technology beyond consumer's appetite for it?
still they use AI
still they use AI.
The correct marketing and product strategy is to not stick AI in everything. It’s to allow AI to access them. But this is a hard concept to grasp and tough to give up territory.
A good story here is notion: I don’t think they (only) stuck AI features. They made it possible for me to use it from AI. This is meaningfully different because it enables * composability *.
I record my notes in Notion using Apple Watch and summarise them or use them through Claude account which has a plugin to Notion.
Now think about it: employees in notion wont think of this as an amazing feature because it is utterly simple to implement. There’s no limelight or anything. If they had made some fancy AI integration within notion to autocomplete or whatever, the optics are better internally. But outside it is lukewarm to bad.
I wish more companies enable composability instead of bespoke AI integration within their application.
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ITs only a matter of time until this somehow breaks down along party lines. My guess is the pro-business context will make republicans pro-ai before long.
I felt like sports radio was so formulaic that I could make an AI podcast that was at least as good as the generic shows out there. So…
I made an AI podcast that does a recap of every Phillies baseball game. Intro music, different hosts and characters, different callers, different segments. I take the json of the game events and give it to Claude.
Just some little bit of eleven labs and some say-tts in models for audio.
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.