AI burnout is real. And nobody talks about it. Lately I've realised how easy it
By Joanna Lambadjieva · October 19, 2026 · Curated by George's Blog
AI burnout is real.
And nobody talks about it.
Lately I've realised how easy it is to spiral into feeling uninformed, inadequate and just not on top of stuff with AI.
I write two newsletters, four issues every single week, all about AI in ecommerce.
I read more than 50 sources a week to stay informed.
I've basically immersed myself in nothing but AI for the last three years.
And still, I feel like I am not on top of everything.
It can't be just me.
I'm part of so many WhatsApp groups for sellers and ecommerce experts, and the trend I keep seeing is the same.
A few loud voices talking nonstop about the latest model, the latest tool, the latest agent.
Showcasing who has tested the model that came out three minutes ago and how they're already an expert in it.
It never stops.
But the reality is this: unless AI is your entire job, if you have an actual business to run, there is no way you can spend meaningful time getting your head around every new model and learning how to build all of these things.
And I don't think that's what business owners, ecommerce sellers and marketers should aim for anyway.
As I always say, AI acumen is a muscle. You commit ongoing time and you train it and grow it over time.
It's not a race about how many tools you've tested by lunchtime.
The fact of the matter is that vertical expertise comes first.
How well do you understand your processes?
How well do you understand your business? Only then comes the layer of AI that helps you automate and improve parts of it.
If you go the other way around, learning the tools without matching them to what you're trying to achieve, it's an expensive, time-consuming game of catch-up.
I honestly believe the people who focus on business outcomes over tools are the ones best positioned to get the most out of AI.
So if you're feeling inadequate or behind right now, you're not alone.
And here's my reminder for this Sunday: go out and touch some grass.
If you're in the Western Hemisphere, it's beautiful autumn out there.
There is life outside your computer and outside AI, and it's much more real and much more nourishing than any tool can offer. 🍂
Anyone else feeling this?