'AI fatigue' hits Adobe Max event - here's what businesses should be aware of as we move into the next era of AI

Quick recap: The Adobe Max 2024 conference concluded last week, sparking discussions among attendees on Reddit about the overwhelming focus on Adobe's AI tools, especially the Firefly AI integrations. Originally aimed at highlighting cutting-edge creativity tools, this year's event leaned heavily into AI, which left many attendees feeling saturated and disappointed with the repetitive emphasis.

Zooming in: "Every keynote, every breakout session, every lab, every opportunity they get, someone pushes Firefly and some new AI capabilities. It is overwhelming to the point where I think it's a red flag how much they are talking about it," said one designer. The sentiment was echoed widely, with attendees expressing frustration over the repetitive nature of the presentations and the overshadowing of traditional creative sessions.

AI fatigue: The reaction at Adobe Max is indicative of a broader trend: a growing AI fatigue. Across various sectors, from design to customer service, the initial excitement about AI's potential is increasingly giving way to annoyance from perceived over-promotion with little actual value.

• A recent study by the Pew Research Center found that while the majority acknowledge AI's growing role in society, there's a rising concern over its impact on daily life and work.
• Another survey of U.S. workers found that employees who frequently use AI have 45% higher burnout rates.