As humans, we do not want to feel inferior to any kind of intelligence. Although AI looks great on your sales presentation, it’s toxic for the user experience. Learn from the most valuable tech company in the world - Apple. Apple uses ML and AI on every part of their products. It powers the search in photos, Siri suggestions, song recognition, handwashing timer, or accelerators in your CPU. Everything’s intuitive and works just great. However, if you search their promotional materials for the keyword AI, you barely find any mention. The best way to make AI disappear is to communicate its value and to stick to the mental models users already have.

https://www.slavoglinsky.com/5-steps-to-design-a-better-machine-learning-user-experience