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Notes on building AI-first businesses.
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No. 01
BusinessApril 20, 2026

The 93/7 problem: why AI maturity is a people story, not a technology story

93% of AI spend lands on infrastructure, 7% on people. Why the unphotogenic work of retraining people around AI is where the real value actually sits.

No. 02
MarketingApril 19, 2026

AI didn't break marketing — it exposed what wasn't working

AI didn't break marketing. It exposed which content was built on substance and which was noise. A practical audit for business leaders, not just CMOs.

No. 03
TechnologyApril 15, 2026

The clean-room loophole: how agentic coding tools could end software copyright

AI coding agents rewrite copyrighted software from scratch in days, sidestepping copyleft — the clean-room loophole that could end software copyright.

No. 04
BusinessApril 13, 2026

The layoff theatre: why CEOs love blaming AI for job cuts they were going to make anyway

Nearly 80,000 tech jobs cut in Q1 2026, half blamed on AI. Even OpenAI's CEO calls it AI-washing. A simple test separates theatre from transformation.

No. 05
TechnologyApril 11, 2026

Claude Managed Agents and the infrastructure moment

Anthropic shipped Managed Agents in public beta this week. Not a capability breakthrough, but a friction breakthrough - and why friction matters more.

No. 06
BusinessApril 9, 2026

The agentic commerce reality check: what Walmart learned the hard way

Walmart's ChatGPT checkout converted three times worse than its own website. The Sparky pivot reveals a fundamental truth about who controls commerce.

No. 07
TechnologyApril 7, 2026

The AI-first engineering org: 170% throughput at 80% headcount

Zencoder's team went from 36 engineers to 30 and nearly doubled throughput. A data-backed look at what AI-first software development really means now.

No. 08
TechnologyApril 6, 2026

NotebookLM (now Gemini Notebook) just became a presentation tool — here's how to actually use it

NotebookLM is now Gemini Notebook — and it still turns documents into PowerPoint decks in minutes. What changed with the rename, what didn't, and why.

No. 09
BusinessApril 4, 2026

When AI becomes the manager: why the middle management squeeze is the real disruption

Amazon cut 14,000 jobs citing AI, then Pinterest and HP. The real squeeze lands on middle management, not entry level — and on the trust trap beneath.

No. 10
BusinessApril 2, 2026

Project Prometheus: why Bezos is betting $100 billion on factories, not chatbots

Bezos is raising $100 billion to buy manufacturers and rebuild them with AI. Why industrial AI, not chatbots, is the smart money bet in 2026.

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About

My name is Matt Hopkins. I write long-form essays on business, technology, artificial intelligence, and the systems that shape how organisations adapt — or fail to adapt — over time. My work explores the structural forces behind innovation, competitive strategy, leadership, and the future of work in an AI-accelerated world.

Rather than trend pieces or quick takes, this site offers deep thinking about what really drives change: how organisations think, decide, and evolve.

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