In the contemporary landscape of technology, particularly with the rise of artificial intelligence, there is a growing trend of companies embellishing their products with flashy features and aesthetics, often referred to as "sparkles." This term encapsulates the colorful, eye-catching designs that accompany AI functionalities, which are frequently marketed as magical or revolutionary. However, the reality is that many of these features are poorly executed, experimental, and sometimes unreliable. Instead of enhancing user experience, these sparkles often signal that a feature is still in beta, leaving users to navigate through potential issues. The author, Josh Clark, argues that the focus should not be on the superficial appeal of AI features but rather on their functionality and reliability. Users expect tools like spell checkers or spam filters to work seamlessly without any special designation or fanfare. The expectation for AI-powered features should be the same; they should perform effectively without the need for flashy labels or designs. The emphasis should be on the utility of the feature rather than its technological underpinnings. Clark introduces the concept of "Sentient Design," which advocates for a more humble and pragmatic approach to integrating AI into user experiences. This design philosophy encourages developers to treat machine intelligence as a standard part of the user experience rather than a novelty. If a feature is indeed unreliable or problematic, it may not be ready for release, and developers should focus on addressing these issues rather than masking them with superficial enhancements. The call to action is clear: remove the sparkles and focus on delivering reliable, effective features that meet user needs. By doing so, organizations can create a more authentic and user-centered experience that prioritizes functionality over aesthetics. This approach not only enhances user satisfaction but also fosters a deeper understanding of the role AI can play in product design and user interaction. In addition to this essay, Big Medium offers various services, including workshops and design sprints, to help organizations navigate the complexities of AI integration in their products. The overarching message is to embrace a straightforward, effective design philosophy that prioritizes user experience and the practical application of AI technologies.