We’ve all watched the AI hype cycle with a mix of interest and skepticism.

While there’s no denying the potential of AI to transform industries, a recent study published in the Journal of Hospitality Marketing & Management suggests that consumers may be starting to feel “AI fatigue.”

And that, in my view, could create an opportunity for founders who choose to ditch the AI trend.

The AI Fatigue Phenomenon

The study found that including the term “AI” in product descriptions resulted in lower purchase intent among consumers.

This effect was particularly pronounced in high-stakes categories like expensive electronics, financial services, and medical devices.

This finding hints at a larger trend that I’ve been noticing… a growing fatigue among consumers around the constant drumbeat of artificial intelligence.

With every company rushing to toot their horn and show off their AI capabilities, the term “AI” is starting to lose its ring.

It’s becoming a buzzword, a marketing gimmick — and consumers are catching on.

I can’t help but add that by launching Beki AI just under a year ago, I contributed to this phenomenon :)

Opportunity for Non-AI Products

So, what does this mean for founders like myself? I believe it opens up a significant opportunity for those who choose to focus on building great products, without feeling the need to jump on the AI bandwagon.

Some huge creators like Danny Postma and Greg Isenberg have already covered this topic and I’m clearly in the same train of thought.

In a market saturated with AI-powered everything, a product that solves a real problem in a simple, straightforward way can be a breath of fresh air.

By focusing on user experience, reliability, and tangible benefits, founders can differentiate themselves from the AI noise and build lasting relationships with consumers.

This isn’t to say that AI has no place in new products. But it should be used thoughtfully, as a tool to enhance the user experience — not as a marketing start.

Founders who can resist the temptation to slap an “AI-powered” label on their product and instead focus on delivering real value may find themselves with a significant competitive advantage.

And for the love of god, stop building AI assistant wrappers.

Importance of Trust

The study also highlights the crucial role of trust in consumer decision-making. The mention of AI lowered emotional trust, which in turn decreased purchase intentions.

For founders, this underscores the importance of building trust with consumers. And one of the best ways to build trust is through transparency.

By being clear about what your product does, how it works, and what data it collects, you can foster a sense of trust and reliability — even if your product doesn’t rely on AI.

Maybe the next big thing in tech won’t be AI at all, but a return to the basics: great products that people can trust.