---
id: "quote-invoked-ai-ignored"
type: "quote"
source_timestamps: ["§ The Habit Playbook"]
tags: ["ux-design", "product-philosophy"]
related: ["concept-ambient-utility", "claim-invoked-ai-ignored"]
speaker: "Yuanyuan Gina Cui, Patrick van Esch and Jan Kietzmann"
speakers: ["Yuanyuan Gina Cui", "Patrick van Esch", "Jan Kietzmann"]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-tier2-07-chinese-ai-firms-habits"
sourceUrl: "https://hbr.org/2026/06/lessons-from-chinese-ai-firms-on-owning-customers-habits"
sourceTitle: "Lessons from Chinese AI Firms on Owning Customers’ Habits"
---
# Invoked AI can be ignored

## Quote — "Invoked AI can be ignored"

> "The principle is simple but counterintuitive: Any user-facing AI experience that must be invoked can be ignored."

— jointly attributed to [[entity-yuanyuan-gina-cui]], [[entity-patrick-van-esch]], and [[entity-jan-kietzmann]]

**Context:** The rallying line for [[concept-ambient-utility]], the empirical basis of [[claim-invoked-ai-ignored]], and the rationale for [[action-build-ambient-infrastructure]].