An interesting perspective on business predictions for 2026
- Perception.Co
- 6 days ago
- 2 min read
In 2026 AI will primarily be used as a tool for reducing costs and cutting headcount. Obsess over efficiency will kill value of a brand or business. Real advantage comes from human insight, creativity, and bold reinvention.
This argues that modern businesses are overly focused on efficiency, cost reduction, and measurable outcomes, often at the expense of deeper, more meaningful sources of value. Rory Sutherland contrasts two fundamental views of what a business is: the dominant view sees it as an efficiency machine, while an alternative perspective is rooted in Austrian economics which treats it as a discovery process. In this second view, businesses exist to experiment, explore, and uncover new forms of value, not simply to optimise what already exists.
This distinction becomes especially important in the context of artificial intelligence. Sutherland predicts that, in its early stages, AI will primarily be used as a tool for reducing costs and cutting headcount. While this may improve short-term efficiency, it risks degrading the overall quality of products and services, resulting in what he describes as “the same, but worse, just cheaper.” This approach reflects a broader problem: businesses tend to prioritise what is easy to measure, such as cost savings and operational efficiency, while undervaluing factors that are harder to quantify, like trust, human interaction, and long-term customer experience.
A key insight in the text is that human elements often have a disproportionate impact on customer satisfaction. Personal interactions, even small ones, can shape how people perceive an entire brand. However, because these interactions are difficult to measure, they are frequently ignored or minimized. Companies instead push customers toward automated, low-cost channels, even when these channels are less effective. In some cases, higher-cost human interactions actually lead to significantly better outcomes, such as higher conversion rates and stronger loyalty.
Sutherland also outlines a three-phase evolution in how businesses might use AI. The first phase focuses on cost reduction, the second on improving existing services, and the third on fundamentally rethinking business models. True innovation, he argues, will only occur in this final phase, when companies redesign their processes around new technological possibilities rather than simply applying new tools to old systems.
Ultimately, the text emphasises the importance of marketing as a way of thinking rather than just a set of functions. Marketers bring a human-centered perspective that helps businesses understand how real people perceive and experience their offerings. Without this perspective, organizations risk making decisions that are logically sound but fundamentally misguided. The central message is clear: businesses must move beyond narrow efficiency metrics and rediscover the value of human insight, creativity, and long-term thinking...
