Today I came across a CIO article titled “AI Is Becoming a Dirty Word.” It’s worth a five-minute read.
While the article focuses on Sweden, it highlights perceptions of AI that extend well beyond one country. One finding stood out to me: younger people tend to feel threatened by AI, while older generations, including many Gen X professionals, are generally more enthusiastic about it.
One reason cited was particularly interesting:
“AI people themselves are constantly telling us how dangerous the technology is, how it will take all jobs, and how hopeless you are if you don’t keep up.”
That resonated with me.
I recently attended a vendor conference focused on AI-powered systems. The capabilities being demonstrated were genuinely impressive. Yet it seemed as though every fourth word was “AI.”
It reminded me of the early days of the dot-com era.
Back in 1999 and 2000, everything had to have a name that started with “i.” I remember my CEO at the time declaring, “Every company will be an internet company within five years, or they’ll be out of business.”
Even then, I remember thinking, “Someone still has to make things.”
Eventually, the hype settled down. The buzzwords faded. The endless talk of “paradigm shifts” gave way to practical applications and real business value.
Today’s AI conversation feels very similar.
AI. AI. AI. AI. Ad nauseam.
The reality is that over the next few years, we’ll find a new equilibrium. We’ll learn where AI creates real value, where it belongs in our companies, and where it fits into our daily lives.
Five years from now, much of today’s frenzy will have subsided.
AI is like a rock dropped into a pond. Right now we’re experiencing the largest and most disruptive ripples. Over time, those ripples will settle.
In the short term, I think AI companies need to rethink their messaging.
For the companies building the foundational models and platforms—Google, Anthropic, OpenAI, and others—the constant emphasis on existential risk and disruption may be doing more harm than good. Stop scaring people.
For companies whose products are powered by AI, focus on the outcomes your customers care about. Talk about the new capabilities, efficiencies, and services you’re delivering. Acknowledge that AI is part of the solution, but don’t make it the entire story.
Ultimately, customers don’t buy AI. They buy results.
And five years from now, I suspect that’s exactly where we’ll be: AI will be an expected capability, not the headline. Companies will mention it, demonstrate that they’re competitive, and then get back to talking about their actual products and services.