I nursed on demand during the day more or less until my kid weaned- but at a certain point I did distract when nursing wasn't convenient, by offering solid food or a game instead of another trip to the boob. It was a very natural transition- it wasn't like I one day up and decided "I am no longer interested in nursing on demand". It was more like one day I realized that I wasn't automatically pulling up my shirt every time DD whined- I was just using other types of comfort, too.
That being said, I did partially night-wean at around 11 months and totally night-wean at age 2, and I also consciously eliminated the first a.m. feeding around age 2, because I was tired of it and DD really was no longer particularly interested in it.
Demand feeding really becomes much easier as time progresses- as a baby gets older, there are so many other things that attract their attention, and demand really plummets as they get busier.