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In this commentary, Eric Siu examines the diminishing effectiveness of using the term "AI" in marketing copy. He references a collaborative data set from a group of about 15+ companies that, a year to a year‑and‑a‑half ago, consistently saw conversion lifts when they inserted "AI" into headlines. Recent re‑runs of those same A/B tests now show little to no impact, indicating that the audience has become fatigued by the overuse of the AI buzzword. Siu argues that continuing to lean on the term can make a brand appear outdated or out‑of‑touch, and suggests marketers should move beyond the AI hype to maintain credibility and performance.
