AI: The new burnout bandaid?

Probably not.

As content calendars grow more demanding, many creators and marketers are turning to AI for relief. Surveys show half of marketing leaders plan to maximise their AI tools in 2025, and 93 % of those whose day‑to‑day work involves social media management think AI can reduce creative fatigue. These tools automate reporting, streamline workflows and even help brainstorm new ideas.

Sounds great, right?

Here’s the paradox: nearly half of the people using these tools are just as fatigued as last year, and more than a third feel even more exhausted!

How can this be? If the time saved goes toward rest, reflection and personal growth, AI should be acting as a buffer against burnout.

But the reality is that breathing room is spent packing in more posts. It simply fuels the cycle we’re trying to escape.

At the same time, around 70 % of millennials and Gen Z feel overwhelmed by constant digital engagement, and top creators describe burnout as an unavoidable part of their job.

Should it be like this?

For what? Likes, shares, fame?

Is output really the end game?

Relying solely on algorithms won’t stop the bleed, nor will it give us real meaning. Creating for likes isn’t what being creative is about. Perhaps we need to be more intentional... pair smart tools with smarter boundaries and downtime to heal.

At BVRNOUT, we love technology, but it should also be used to serve our well‑being, not drive us further into exhaustion.

And food for thought: isn’t it time we start dictating what the algorithm needs, instead of the other way around? There has to be a better way.

What are your thoughts? AI: buffer or bust?

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Armi xoxo
Founder, BVRNOUT