Executives mistook that novelty for a business revolution. After years of degraded search, SEO spam, and “zero-click” answers, suddenly ChatGPT spat out a coherent paragraph and everyone thought: my god, the future is here. No - you just got a glimpse of 2009 Google with autocomplete.
So billions were lit on fire chasing “the sliced bread moment” of finally finding information again - except this time it’s wrapped in stochastic parroting, hallucinations, and a SaaS subscription. The real irony is that most of these AI pilots aren’t “failing to deliver ROI” - they’re faithfully mirroring the mediocrity of the organisations deploying them. Brittle workflows meet brittle models, and everyone acts surprised.
The pitch was always upside-down. These things don’t think, don’t learn, don’t adapt. They remix. At best they’re productivity duct tape for bored middle managers. At worst they’re a trillion-dollar hallucination engine being sold as “strategy.”
The MIT study basically confirms what was obvious: if you expect parrots to run your company, you get birdshite for returns.