I don't think I ever heard my M1 Max fans (beyond a very gentle whir that I specifically had to listen for), while my M3 Max fans definitely spin up under heavy load. This is just one point of reference, but building previews in Lightroom Classic produced no noticeable fan noise on the M1, while the M3 gets noticeably loud (not as bad as I remember the i9 being, but still not an insubstantial amount of noise).
I have the 14" M1 Max and I can get the fans going with ffmpeg quite easily. Also Final Cut renders will often cause me to hear them. It's very infrequent, however. Normal use, I would never even know I have fans.