Widespread AI adoption reopens some basic questions in business: who your audience is, what work can reasonably be automated, what absolutely requires human oversight, and how the service and information environment actually holds together when we shuffle these circumstances around. All this, with many social and environmental risks and a side of existential doom.

The hype makes it harder to see a change that’s already here. To me, the shift between SEO to GEO is one of the clearest places where a change in technology produces a significant process change in the relationship between a writer and an audience, with all the tradeoffs around authority, context and information architecture that implies. But web search is just one place this shows up.

I suspect the predictions of economic and social doom are overblown by a lot – in life as in business, generalisms are easy and specifics are hard. Last mile issues remain a reality of nearly any technical or software implementation, and differentiation is in many ways the art of business. There are serious incentives to promising a smooth, profitable near-future, especially around emerging markets, so I feel pretty comfortable forecasting that the era we currently live in is valuation masquerading as value. Instead, I think we should worry more about how the tech changes our relationship to information and to each other.