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

BambooHR News Desk
published
February 22, 2025
Credit: ge.usembassy.gov

Key Points

  • Adobe Max 2024 attendees expressed frustration about the event's overwhelming focus on AI
  • Businesses and consumers demand more from their NLP experiences, as we move past the era of 'AI for the sake of AI'

Beyond the AI itself, the app’s access to user data—such as the clipboard—can pose additional risks.

Uri Gal

Professor of Business Information Systems | University of Sydney

Uri Gal

Professor of Business Information Systems | University of Sydney

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.

Although the open-source nature of the model offers transparency regarding its code, it does not guarantee that user data is handled solely within Australia or according to local privacy standards. This risk of cross-border data access is a key factor behind the ban.

Uri Gal

Professor of Business Information Systems | University of Sydney

Uri Gal

Professor of Business Information Systems | University of Sydney

To be sure: Despite some skepticism, AI continues to hold significant promise, particularly in boosting productivity across various sectors.

  • For instance, software engineers using AI tools like Codex have reportedly been able to double their coding speed, showcasing a direct productivity boost from AI in highly skilled professions​.
  • Similarly, call center operators have experienced a 14% increase in productivity when using generative AI technologies, which also improved customer satisfaction​.
  • A study from Microsoft has highlighted that business leaders are now prioritizing AI to help employees manage repetitive tasks, enhance their capabilities, and ultimately increase their overall well-being and efficiency at work​.

Investment flow: The rise in workplace productivity due to AI is mirrored in the investment trends within the broader tech industry. According to Accel's latest Euroscape report, generative AI startups now capture 40% of all venture capital directed towards cloud companies. Finding that sweet spot where technology supports rather than overwhelms is key as companies navigate the complexities of the modern tech landscape.

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