Their hard pushing makes me use it less. I've ended several subscriptions citing this

(and I like ai and find it generally useful, but not in ever f'n little space they can find to make back their overspending during a hype cycle)

I have liked Kagi’s approach. If I add a question mark to the end of my search string it will show the AI results… or there is a button to display them. I almost always do this, because I find it helpful, but I like that I am opting into it as needed, rather than it feeling forced on me.