No. 01
BusinessOctober 16, 2026
AI-washing: the gap between the sticker and the substance
Before you buy an 'AI-powered' feature, ask to see it with the AI switched off. Three vendor questions that separate real AI tools from a new sticker.
Topic
AI washing
9 essays
No. 02
BusinessAugust 29, 2026
The inflated-ARR problem: why AI startup revenue metrics are a house of cards
Plenty of AI startups now quote ARR that is really a run rate or a signed pipeline. How the metric got stretched, and what to ask before you trust it.
No. 03
BusinessAugust 23, 2026
The AI pivot test: how to tell real transformation from a rebrand with a chatbot
Every company now claims to be an AI company. A practical five-point test to tell genuine AI transformation from a rebrand with just a chatbot on top.
No. 04
BusinessJuly 27, 2026
Your AI strategy is probably theatre — and your employees know it
Your AI strategy is probably theatre, and your employees see straight through it. That visibility is a real cost, in trust, credibility, and adoption.
No. 05
MarketingJuly 6, 2026
AI-washing your own shopfront: the credibility cost of overclaiming
Relabelling ordinary automation as 'AI' is tempting, but buyers now discount the word. Honest, specific positioning beats the rebrand for small firms.
No. 06
BusinessJune 22, 2026
AI and jobs: the disruption is real, but we are pointing at the wrong people
The AI and jobs panic points at the bottom rung. The real squeeze is in the middle, the reskilling remedy is hollow, and much of it is simply theatre.
No. 07
BusinessJune 7, 2026
Sold the agent, shipped the assistant
Most agentic software is assistive once it lands in your account. The questions to ask so you can tell roadmap from running product before you buy in.
No. 08
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. 09
BusinessSeptember 11, 2024
A tale of two AI's
Explore the key differences between AI and algorithmic intelligence, and their impact on business today and tomorrow