- Steve Jobs
For example, apart from my day job, I do IT consulting for small local businesses. I do anything from landing pages to AI integration into their existing processes to make them more efficient at their work. The end result is their customers getting faster and better quality service, and my customers get to focus more on their business instead of administration. They don't really care that it's AI, but they do care about the results.
And I think that's the part many executives are missing. Focus on building great products. If AI is part of it, cool. But unless you're OpenAI or Anthropic, AI is probably not your product.
This is what happens when you run dark strategies. They might work for a little bit in small doses, but eventually they bite you in the ass.
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".
---
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?
Our customer base about 70% can’t stand AI, 20% doesn’t care, and 10% thinks it’s the greatest thing in the world.
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.
if that is what that means, i would actually say keep improving... since ai is new and there's a lot of mixed feelings about it, it's understandable that sentiment leaks into ai-enabled products.
that being said, there are /a lot/ of ai chatbot product integrations that are actual dogwater and we should not do them. like the stupid amazon integration that is forced upon me that took up like 30% of my screen and straight up just was worthless.
i think the best ai consumer facing workflows you dont actually directly interface with ai via what is expected to be a human interface like chat - it should do processing in the backend, or it supports a human agent.
It's pushing an internal tech detail onto customer faces that only care about a problem being solved.
It's virtue signaling for investors and a usually misguided attempt to look trendy or cool.
https://www.pcmag.com/news/coca-cola-uses-ai-to-create-a-fut...
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.
People have a huge capacity to absorb enshittification of everything they consume, from goods /services to culture to politics, if they receive some kind of short term gratification.
But the back of people's minds, when people hear "AI", is the underlying question: "is it going to take my livelihood?"
IMO that's what motivates the negativity, not some miscalibrated branding.
- 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...
This is so true. I led the implementation of an AI customer service agent and even though management thinks it’s a great success the metrics tell a totally different story. Our customers hated it. I haven’t seen anything in tech that is hated more.
Before you think we did a bad job with our solution, I can tell you we went with some of the best and did our own intensive testing and worked on latencies etc., I actually thought the final version was pretty good but our customers just hated it.
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.
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.
QuickBooks has annoying suggestions that shift the whole UI and cannot be disabled. Misclicks now happen.
The AI in my robot vacuum is... just a label? I don't want to talk to it. I want it to deterministically clean my stuff.
My TV got an upgrade to Gemini. Why? I don't talk to the TV, and it's in my face. (I'm think about getting a device that can do Plex->Atmos streaming).
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.
> Everything is sorted out!
> Everything is now sorted out, and I hope this solution works well for you.
Of course nothing was sorted out (several mails and a call to the distribution center did sort things out).Selling an “AI” product is like describing a C++ compiler as a feature to someone buying a video game
> Al Ries asserted that a brand is a singular idea or concept that you own inside the mind of a prospect.
>
> Source: https://heidicohen.com/what-is-branding [2011-08-15]
The keyword - mind. That is, a human being is supposed to stand behind a "brand", who is responsible for it, and is to be trusted for the product, the effort, the experience they offer.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.
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.
Feels like the old iThing or eWare trends of the 00s. New thing, new marketing trend.
Yet a third or so of HN submissions are about AI BS. Just another confirmation techdorks are out of this world.
Just give me a human being or a plain voice menu.
Businesses just don’t want to pay people if they can help it. Some things are inefficient. Get over it.
It’s why enshitification is so common. Create a tool that quantifies quality in a usable way as a metric and you change the entire economy.
A lot of what current LLMs are good at seems to boil down to translation:
* Translate some prompt into a planning list of individual TODOs
* Treat each TODO as a new translation (e.g. from TODO to code), or call some external tool (lookup something on the internet, static code analysis, database request)
* Translate the result(s) of these TODOs into a final text, or into a new TODO list
To me, this is interesting, because maybe the Homo Sapiens intelligence simply developed as a side effect of communication (translating words into actions).
> I understand the problem now, I just need to... > I was wrong before but the issue is now clear, let me... > I have complete clarity now! I'm going to...
People are not confused about these.
Plus, the first time you encounter it, it doesn't identify itself as a bot for a couple sentences. And it's convincing enough that you fall for it. The feeling of being let down and realizing that you were just talking to a chump robot is severe, and is now associated with my dentist's brand.
VS. the inadequacy of ai systems (nondeterministic output, no reference with reality, unknown signal to noise ratio, low effort etc).
Of course nothing beats a human with real agency at the company but like, these modern agents could be 100x better than what airlines and internet service providers currently have.
Agreed.
A local pizza place (Tribute Pizza) switched its phone over to an AI assistant that goes out of its way to appear human to such a degree that it inserts random "restaurant bustle" sound effects into the call so it sounds like you're talking to someone standing in a crowded restaurant.
The subterfuge of layering in sound effects to make idiots think they were still talking to a human was a bridge too far and I swore off ever giving my business to them again.
So they go all pointy-haired boss about insisting it gets shoehorned into everything.
Many CEOs, actually including tech CEOs, are in the foothills of the Dunning Kruger journey on much of the operations of their own businesses. They just don’t know what they don’t know, yet.
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.
The tech takes a while to diffuse like any other but I think call centers don't have a great outlook
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"?
To the extent that AI adds value, it is being captured, rather than going back to the consumer.
What a conundrum! Why oh why are consumers reacting this way?
I've worked at a company whose product involved some decently advanced computer vision, marketed as AI (which isn't incorrect).
I've also seen companies that were doing machine learning before the LLM boom, who remarketed their machine-learning-based product as AI (which isn't incorrect).
I suspect someone is selling these to dentists in particular. Dentists have cash to burn on these kinds of solutions, I guess.
The real solution would be the ability to block AI-generated adverts completely in your browser, forcing advertisers to send you non-AI ads if they want your attention.
I would say that undersells the (not neutral, actively negative) impact of AI to many.
What many people hear is "made with the tech that plagiarizes, leaves artists (and soon you as well) without a job, and makes things generic and bland!"
You might as well market it as "created by child labor".
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.
“That’s so AI” is legitimate slang and it does not mean “that’s so cool and automated!”
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.
Okay… what does that mean?
They are tired of hearing AI as a buzzword and having it shoehorned into every app and service they use. Most AI features have been rushed to market to check a box to say a company has an AI strategy, but they don’t work well. They’re just changing a familiar UI and popping up annoying notices.
Everyone also really doesn’t like consuming other people’s AI produced content. They associate it with slop on social media, fake headlines that tricked them, and low quality work their coworkers dump on them to waste their time. Everyone has a story about a coworker who is copying and pasting from ChatGPT everywhere at the office.
But most everyone thinks their own AI output is the exception: They like being able to type a couple sentences into ChatGPT and have it tell them something or produce some output that would have taken more time if they did it manually.
Ask yourself, would you like to receive a christmas or birthday card with a personalized message or something produced you know was 100% produced by AI bot - even better when it has a hallucination in there.
The example I always give is when google maps got speech recognition, I could ask it "Hey google, what's the E.T.A." and it would magically respond with how long till I arrive. Somewhere along the line it broke and for years now it doesn't work... the last time I tried my phone actually brought up the web browser and did a web search. smh.
The first thing I did when they forced gemini was I went to look how to disable it. Why? It override the old voice I chose to read calender events in the morning... in fact it would start reading like normal, then that stupid gemini voice would cut in and be entirely unhelpful.
its all enshitification.
- "ML is such a buzzword. Everyone is trying to shoe-horn it into their product."
- "Why are they putting 'machine learning' in their hero section? Just do the thing well. ML is an implementation detail."
- "You dont even need ML for this. Simple linear regression would be the better choice."
We are so far beyond the pale. This was a valid criticism ~5 years ago and now we remember it as the golden days.
When we use AI ourselves via tools like chatbots, harnesses etc. we are mostly actively choosing to do so, and have some control. We can always just decide to stop and do the work ourselves if its not working out.
In the call center/situation of companies embedding it in their products, often its not in a way that gives users the choice. They are forcing it onto their users with no other option, or at the very least they are always forced to play along with the LLM until it finally gives up.
Its user hostile since we can't decide to break out of the LLM loop when we want to.
Add on top of that most of these companies are actually forcing the use of the AI related features simply to fulfill someones KPI's/internal metrics.
If you have to scream, shout, and beg your consumers to use your AI product, you're simply doing it wrong.
To speak from a step further along the cynicism scale [0], I submit that "voting with your eyeballs" is just a weaker form of "voting with your wallet", and that in turn is a trap [1] which empirically doesn't work and is cynically-promoted in order to dis-empower people.
[0] "Aaaacktually, the real real problem is..."
So I think it's much simpler than solidarity with creators, artists or even workers more generally. It's that "AI" as a brand stinks, people are connecting it with annoying, low quality experiences and shitty low-effort art.
One thing that the tech world has become obsessed with is increasingly non-deterministic products. Products that do what they think what the user wants to do rather than what they actually want to do. They've also fallen in love with changing things for the sake of change.
I had a friend buy a Tesla and one thing that ruined the car for him is that the menu would change overnight. He'd know how to turn the fog lights on, for instance, but next time he had to do it, the menu had moved someplace else.
AI is the ultimate non-deterministic product. You can ask it to do the same thing repeatedly and get different results every time!
This is one hell that the cyberpunk people didn't anticipate. If you watch cyberpunk movies from the 80s or 90s the tech all works kinda like how a microwave or vcr would of worked back then: the device had discrete controls and it did one thing reliably. The closest vision back then to what we're getting now is the moody ship's computer from hitchhiker's guide.
In fact, the only time I personally encounter a lot of pro-AI commentary is when I come here to HN (and, obviously, there are plenty of anti-AI people on this site too).
I personally appreciate it and use it, but I'm still "old-fashioned" in the sense that I only ask it for very specific things and always read through what it produces. I'm honestly not entirely sure how I'm supposed to feel about all this. These are interesting times, to say the least.
But “AI is coming for your job” is very resonant.
I think to consumers AI denotes lack of accountability or oversight. They think it might work - but it might not and no one will care.
For example, I’m doing work in standardized test prep and there are tons of new AI products and no one likes it. Consumers feel as if they will get subtle but important things wrong. Most of these companies are now trying to hide that they are using AI generated questions.
For most users "AI" probably just means "chatbot" - and that's not compelling, because they can already access a chatbot, why would they want one in every product they use?
The more advanced features / workflows that LLMs can enable are kind of opaque if your points of reference are the ChatGPT web interface and summaries of search results on google.com - one reason that "agent" or "harness" have become useful jargon is that it distinguishes the tool we use and what it can do from the tech that backs it.
dont let that fool you into thinking "users were too stupid to undestand our awesome feature so we had to dumb it down for them"
The positive views of AI are really increasingly concentrated amongst some of the tech heavy population.
It has an equally negative connotation to a rather large portion of the tech-savvy population as well.
But the tech was captured and adopted by marketing-think and corporate opportunism. And that's the real problem.
Both were toxic plagues before AI. And as an amplification technology, AI has enabled them to unprecedented levels of fail.
I'm not saying I 100% wouldn't use AI to help me in product searches, but isn't one of the main selling points of AI that it is general-purpose? Why can't I just boot up ChatGPT and ask it what cars have XYZ things I need? Certainly being informed that Capital One's system is "multi-agentic" doesn't tell me much about what is being offered.
But those strengths come with serious limitations, and huge society-level trade-offs. Annihilating the power grid in exchange for poorly formatted Powerpoint slides is not really a worthwhile exchange.
For most other products, like my cellphone, AI has no benefit except to further degrade my privacy, experience, environement, and battery life. Ditto for many other products with shoehorned AI.
Sadly for me this was my engineering manager
No one cares about plagiarism and artists.
I bet lots of people would even be happy that artists get smacked because they see only high profile and rich artists.
Normal people don’t care about AI and are not afraid that it will take their jobs.
They are pissed off because of they are paying customers they expect some level of respect.
AI bots are slap in the face, they ask basic stuff that human operator should infer from the conversation. But you are hit with a dummy that doesn’t solve any of your issues and have to spend time explaining yourself.
Funny part is that’s exactly the same as low income lvl 1 support.
But there is no comparison study. My idea is people are equally pissed off by lvl 1 support that they have to explain stuff in detail and get no real resolution.
Incidentally, this is why I will never buy a Tesla. I used to want one pretty badly, I thought (and still think tbh) that they are very cool cars. I was even willing to barely tolerate using a touchscreen as the only interface. But to make that work safely, the controls need to be in the same exact place every time so that I can learn to manipulate them without looking at the screen. Moving stuff around willy nilly like Tesla does isn't just annoying, it's actively unsafe. So I'm not buying one and never will, because they have proved I can't trust them to act right.
Just the other day I was trying to fix someone's laptop and reflexively pressed (what I thought was) the context menu key, only to find no context menu opened, and instead a Copilot window right in the middle of the screen.
A peculiar way to call VC vultures with neck deep vested interests.
It seems half of them spend their spare time woodworking or gardening.
And there is some truth to that given that the features we were supposed to get in iOS 26 did not come out. But it also was just that they were not shoving AI into every single thing.
I still have hope that they will be the company that will (mostly) apply AI in a more meaningful way instead of it just being "AI magic" in everything. There were some genuinely useful things shown at WWDC.
Will have to wait and see though. I was disappointed to see them leaning more into the same branding.
The incentives are perfectly aligned for all of us to absolutely hate interacting with call centers, especially automated ones.
I mean I agree with you just that the popular perception of that word has changed
It's not the ship computer, but the door AIs, which had this marketing blurb in the brochure:
> All the doors in this spaceship have a cheerful and sunny disposition. It is their pleasure to open for you, and their satisfaction to close again with the knowledge of a job well done.
Tellingly, the main characters respond with annoyance whenrver the doors speak up.
Hitchhikers Guide should not have been as prophetic as it ended up being, but here we are.
Most egregiously: VSCode.
No, i absolutely never in my life will want Copilot to summarize anything for me and yet guess what button appeared in the UI and i accidentally clicked on last night....
At the risk of over generalising, I mostly hear a lot of shit talk from younger generations, distrust from millennials, and more excitement and interest from Gen-x-ish and older.
As with many things, there's a certain level of hypocrisy to the shit talking, because teachers are at the schools are complaining to parents about the kid's use of AI, and pointing out that they will automatically fail any writing that seems to be using AI.
Spotify was praised as an alternative to piracy that gave some money to artists at a price that consumers wouldn’t complain too much about.
You don’t have to look at Spotify, though. Look at all of the people who won’t even pay Spotify or Netflix rates for content because they know they can pay $0 to pirate it.
most big ai will never compensate anyone
* My vibe coding machine goes brrrrt and that's all I care about
* My college essay cheating machine goes brrrt and that's all I care about
* My custom waifu/porn-generating machine goes brrrt and that's all I care about
* The concept of AI is drawing all the investor money and that's all I care about
The common factor being self-centeredness and/or being part of a small ingroup that benefits, possibly at the expense of others.
Sure we could argue that there were times that ML was likely not really necessary, but it was still largely invisible to the user what the mechanism was.
I think about autocorrect, sentence completion (or just next word recommendation), music recommendations, etc. All of those were clearly ML but the user was not made aware of that at every step of using them and in many cases it being ML was only in technical documents or the original announcement.
Now obviously there are exceptions to this, but it was the exception that shoved ML in your face compared to the current situation around AI.
The last one is a traditional nerd criticism though, it has been present on HN for the last ~20 years. Kind of ignorable.
Or have you ever seen an advertisement for US/EU tech that said: "Developed and designed by our software experts in the Philippines", or "Call our help line and we transfer your call to India for free!"
Consumers love outsourced call centers, don't they?
AI generated media (art, music, etc) is very repulsive to interact with and so many products feel like they have led with AI solutions to problems that don't exist.
Or sometimes basic image recognition.
I was just trying to schedule my daughter's dentist appointment and had to spend 10 minutes talking to an AI when I could have found a time that worked in 30 seconds with a human. And at the end of the whole process, she got my daughter's name wrong. It was demoralizing.
I assure you, the Android Open Source Project made no such change.
And therefore probably in users' minds, when you say "AI", they think of all the badly done ones, not the good ones, because they didn't notice the good ones as AI. So when you advertise it as AI, that's a negative.
In C-suites AI appears to be some kind of limitless source of goodness and profits, so companies must optimise hard for it, or risk getting left behind.
Everyone else is either "Has some uses if you steer it carefully" or "Hell no."
I have no idea how to go about implementing such a thing, but it would be cool if someone picked up the idea and ran with it.
I realize the decision makers have been prioritizing the opposite. Making calls take as long as possible but I have no idea what is incentivizing them to do that.
> Sure!
>> Ok, I'm connecting you to a human now.
[5 minutes later]
> Hello?
>> Hi! What can I help you with?
> Are you a human?
>> No, I'm an AI agent programmed to help you with anything you need. What can I do for you?
> You said you were going to connect me to a human.
>> That isn't something I can do. What can I help you with?
Turns out "connecting to a human" is something it knows about in its training data so it'll hallucinate doing so.
bTW - I stopped watching Netflix.
Most artists never got radio money because it went into a label slush fund and was spent retaining the tent pole artists.
If productivity can increase significantly per worker, the result will be major overall economic growth.
It might be sold to consumers the way vacuums and washing machines were. With these automated modern conveniences you'll spend less time working and have more time for leisure.
Of course the reality for the actual workers on the line is that their job and industry may be disrupted and the overall benefits of that economic growth may not reach them during their lifetime. The Industrial Revolution was followed by a century of major and sometimes violent disputes over the relationship between corporations and labor and the rights of workers.
The post-WWII promises of convenience and leisure were replaced by the reality of the baseline adjusting and households needing to work the same or even more combined hours to make ends meet.
Even if the optimistic levels of economic growth occur, the benefits are unlikely to be evenly distributed.
The low-quality content machine angle is one of the least interesting things about it.
74%
consumers say the internet feels less human than 10 years ago
40 min
average time before consumers experience “bot fatigue”
61%
consumers can’t name a brand using AI well in its messaging
16.6
average weekly hours enterprise teams spend improving AI visibility
Brands have been chasing AI visibility for two years. You’ve spent time and budget on it, yet your audience can’t name a single company they think is doing it well. The brands building for the next phase treat their website as the place where AI gets clean data and humans get something worth their time.
Your audience can sense when a machine is talking to them. Most are checking out before they’ve decided whether they care. Bot fatigue sets in when the internet stops feeling honest. The small moments that used to make the web worth visiting are disappearing.
The AI web
7/10
consumers say the internet feels less human than it did 10 years ago
Feels less human
Still human
40 min
the average time to “bot fatigue,” when interactions start to feel synthetic
Can your content infrastructure measure this shift and respond to it? We’ll cover how enterprise teams restructure content for AI discovery without losing what feels human in our upcoming webinar.
AI brand visibility is how often a brand appears in answers generated by AI engines like ChatGPT, Perplexity, Claude, and Gemini. It’s a different problem from search engine visibility, which measures rankings on result pages. A brand can rank at the top of Google and not appear inside ChatGPT at all. As of 2026, no single dashboard tracks AI brand visibility across every engine, and the category has no established leader.
Every answer in our consumer survey pointed the same way: Nobody has done it well yet. Brands have spent the past year funding AI strategy, but consumers can’t point to a single company they think is getting it right.
The category has no incumbent, and no template to copy. The brand that builds that recognition first gets to define the standard.
Brand visibility
61%
of consumers can’t name a brand that uses AI well in its messaging
16%
say no brand is using
AI well at all
60%
say AI in a brand’s messaging is a turnoff, not a feature
“No customer or user wakes up and says, ‘I hope I get to talk to a chat bot or an AI agent today.’ Human-centered design is truer today with artificial intelligence. Ironically, the answer is using AI to be more human.”
— Brian Solis, Head of Global Innovation, ServiceNow
AI needs to find the content and a person needs a reason to stay once they arrive. The second part is harder, and most enterprises are still guessing at it. The brands worth watching are betting that “staying” comes from giving people something to do: interactive content, dynamic experiences, the small moments a flat AI summary can’t deliver.
The website is the only place where both jobs run together. AI gets structured content it can cite, and the reader gets something worth their time. That’s the foundation you get on WordPress VIP.
The guide for building that dual-purpose site is in Future-Proof Your Brand for the AI-Native Web, a framework for preparing your web platform.
The category is barely two years old and the toolset is still settling. No single dashboard tracks every AI surface. No shared definition of “good” exists yet. Pricing across the category swings from free to six figures depending on coverage and customization. What enterprises are using right now sorts into five categories, with real tools inside each.
This is a snapshot since the specific products will shift in the next 12 months. The categories will outlast them, which is why the section is organized around what the tools do.
This is the newest category, built specifically to track how often a brand appears in ChatGPT, Perplexity, Claude, and Gemini answers. These tools simulate queries at scale and surface citation frequency and sentiment over time.
These are the established SEO platforms that extended into AI tracking starting in 2024. These tools layer AI citation data on top of traditional search metrics, which makes them useful for teams already running SEO workflows.
In this category: the analytics platforms that detect and segment traffic arriving from AI engines. These are the citation monitoring tools that tell a brand it’s being mentioned. This category tells a brand what happens after.
Broader brand monitoring platforms that added AI surface tracking to existing social listening and PR monitoring capabilities. These cover AI engines as one input alongside social and traditional media mentions.
This is what enterprises with engineering capacity are building themselves. These solutions use LLM APIs to query AI engines on a schedule and surface results in a dashboard the team controls. Pew Research Center’s work with WordPress VIP, covered in Chapter 2, is one example of this approach.
| Tool category | What it tracks | Tools in this category | Best for | Price range |
|---|---|---|---|---|
| AI citation monitoring | Citation frequency and sentiment across AI engines | Profound, brandvisibility.ai, Tryevergreen | Marketing teams that need a citation dashboard fast | $$ to $$$ |
| Search analytics with AI overlays | AI citation data layered on traditional SEO metrics | Similarweb, Semrush, Ahrefs | SEO teams that already use these platforms | $$ to $$$ |
| Web analytics with AI referral tracking | Traffic and behavior from AI-referred visitors | Parse.ly, Plausible, Fathom, Adobe Analytics, GA4 | Teams connecting AI visibility to business outcomes | Free to $$$ |
| Brand intelligence platforms | AI surface mentions alongside social and PR | Brandwatch, Talkwalker, Meltwater | Communications and PR teams | $$$ |
| Custom solutions | Whatever the team defines | Built in-house using LLM APIs | Enterprises with engineering resources | Engineering cost |
Match the tool category to the question the team needs to answer:
Most enterprises use two categories together. The most common combination is a tool from the AI citation monitoring category to know whether the brand shows up, and a tool from the web analytics category to know what that visibility is worth. The brands that figured this out first are the ones whose 2027 AI visibility budgets won’t be re-litigated in budget meetings.
Brands chase AI visibility. Consumers chase the source.
Consumers are wary of gatekeeping. More than marketers are.
The website is still the default trust layer.
The next website doesn’t look like a website.
Bot fatigue is the point at which online interactions start to feel synthetic. WordPress VIP’s 2026 survey of 1,200 U.S. consumers found the average person hits bot fatigue in about 40 minutes. The broader pattern: 74% of consumers say the internet feels less human than it did 10 years ago, which is the consumer-mood shift driving most of what brands are now trying to solve in their AI strategy.
Not yet. The category is too new and the measurement tools are too immature. Platforms cite different sources for different queries, the citations change as models update, and the metrics enterprise teams use to track AI visibility aren’t standardized across vendors. What’s clear is that no brand has built a durable AI presence. The brand that defines what “AI brand visibility done well” looks like will be the one that figures out the measurement layer before the rest of the market does.
The website has two jobs now and they have to run on the same foundation. AI engines need structured content they can find and cite accurately. Human visitors need a reason to stay once they click through from an AI summary. The brands solving for both are treating the website as the place where AI extracts data and a person has an experience worth their time. This is the central argument of WordPress VIP’s 2026 State of the Open Web report.
Radio didn't pay much, but it was promotion for the album.
Spotify doesn't pay much, and it _replaces_ the album.
I have the opposite issue, can generative washing recover the lost odd socks somehow?
> I calculated that if I were to pirate I would spend less time downloading the movie than the cumulative time spent watching commercials on Netflix.
I don’t know what plan you were on, but mine doesn’t have ads.
This kind of proves my point, though: People don’t want to pay for things (including the ad-free level) so they use it to justify piracy as being superior for various reasons.
Everyone would prefer a nicer handmade chair (if not by the price difference).
Chairs are not comparable to OPs cards; writing on a card costs nothing (but intent, which seems to be in low stock these days).
Finally, factoring in the real operating cost, ongoing capital costs, and environmental/social externalities, the AI chair in your example would cost something like 1000x a handmade chair.
No, not at all. That was a chief complaint. Grandma doesnt give a fuck about machine learning, why are they advertising it?
> I think about autocorrect, sentence completion (or just next word recommendation), music recommendations, etc. All of those were clearly ML but the user was not made aware of that at every step of using them and in many cases it being ML was only in technical documents or the original announcement.
Right. And that's why this isnt an example of the phenomena. Nowhere did I say machine learning was useless.
> Machine Learning was NOWHERE NEAR as overused as AI in user-facing communication.
I never said it was as overused. I said we levied the same criticisms (buzz word, implementation detail, bad fit)
Im surprised people dont remember this. Here are some examples:
- Blind post from 2018 stating machine learning is a buzz word with lots of agreement: https://www.teamblind.com/post/is-machine-learning-bullshit-...
- Tech crunch article from 2020 calling machine learning a buzz word and noting how its advertised prominently: https://techcrunch.com/2020/02/25/when-that-ai-company-isnt-...
- Substack article from 2017 challenging tech companies on if they really need ML: https://makecents.substack.com/p/https-medium-com-medhaa-att...
- Article saying 90% of machine learning is just "linear regression in a trench coat" but people are labeling it ML for marketing purposes: https://www.eigenmagic.com/2022/03/22/linear-regression-is-b...
- More blind posts saying ML is overhyped: https://www.teamblind.com/post/is-ml-a-hype-gxtuchm0, https://www.teamblind.com/post/is-machine-learning-overhyped..., https://www.teamblind.com/post/when-will-this-ai-hype-die-8z...
- hackernews thread for article and comments claiming its overhyped, over-applied etc. https://news.ycombinator.com/item?id=27149532
Note that I am NOT arguing ML is useless. It's not useless. I'm saying people made these same criticisms they make against AI: buzz word, implementation detail, often unnecessary.
It's funny to me that people forget this. I agree the AI buzz is more pervasive. But thats a difference in degree and not kind.
They received some money up front in a contract to record the album, and the label make the money from sales.
There is a reason the bands toured and sold teeshirts.
I suspect that, in many cases, AI features actually make a product more expensive for the operator. Imagine how much of doordash's money you could burn by telling its chatbot that the only way for you to figure out where the driver left your order is to create a todo app in React.
And there it is.
Netflix was just an example. There are other services.
One is the method of recording a message, the other is having something else completely draft a message for you.
The importance of a personal message is not just in the visual appearance or delivery, but that there has to be some emotional loading to even put the effort into drafting one.
With AI, it's a stupid prompt to get it to write trite poesy. It's meaningless and empty at its root. It's discourse with a nullity.
Nobody who values the human connections in their lives wants that. No matter what kind of marketing and fine print gets shoved and manipulated into their lives.
When Netflix started to be online only I tagged along, and it was OK-ish - selection was not that great but but price was not big either and once in a while I would watch a movie. Today ads are very intrusive and the cost for no ads is $20 / month- which is not worth it for me. Compared to this, piracy is clearly a superior choice.