In her The AI Adoption Gap: Why Great Features Go Unused talk at Future Product Days in Copenhagen, Kate Moran shared insights on why users don't utilize AI features in digital products. Here's my notes from her talk:

The best way to understand the people we're creating digital products for is to talk to them and watch them use our products.
Most people are not looking for AI features nor are they expecting them. People are task-focused, they're just trying to get something done and move on.
Top three reasons people don't use AI features: they have no reason to use it, they don't see it, they don't know how to use it.
There are other issues like in enterprise use cases, trust. But these are the main ones.
People don't care about the technology, they care about the outcome. AI-powered is not a value-add. Solving someone's problem is a value-add.
Amazon introduced a shopping assistant that when tested, people really liked because the assistant has a lot of context: what you bought before, what you are looking at now, and more
However, people could not find this feature and did not know how to use it. The button is labeled "Rufus" people don't associate this with something that helps them get answers about their shopping.
Findability is how well you can locate something you are looking for. Discoverability is finding something you weren't looking for.
In interfaces that people use a lot (are familiar with), they often miss new features especially when they are introduced with a single action among many others
Designers are making basic mistakes that don't have anything to do with AI (naming, icons, presentation)
People say conversational interfaces are the easiest to use but it's not true. Open text fields feel like search, so people treat them like smarter search instead of using the full capability of AI systems
People have gotten used to using succinct keywords in text fields instead of providing lots of context to AI models that produce better outcomes
Smaller-scope AI features like automatic summaries that require no user interaction perform well because they integrate seamlessly into existing workflows
These adoption challenges are not exclusive to AI but apply to any new feature, As a result, all your existing design skills remain highly valuable for AI features.