Today's experts, influencers and journalists, repeat press releases as if they were commandments. They seek FOMO, to sell their course, or to be the first to gain followers.
Multinationals put on the show: they launch, announce wonders, and increasingly fail to deliver. The problem is not one company; it is the launch industry.
On the night of the GPT-5 launch, I got up early to test it thoroughly. I was surprised by the notorious instability, the confused reasoning, and the degradation in GPTs, projects, agents, and automations that previously worked.
Inexplicably, for 24 hours social media remained positive. Copying and pasting the same messages. Then the tide of opinions began to turn.
What the launch really left behind: this logic of grand announcements is foreign to modern innovation practices. In lean and agile, you experiment and co-create, deploy in small batches, and test with real samples. Here the show is prioritized and the risk is transferred to the user.
The hidden cost of hype: when the model changes, your operation pays. You build internal GPTs, assistants, and agents for specific tasks, and overnight they change how they think. Result: formats that do not comply, rules that contradict each other, truncated sequences, automations that fail in chain.
The relationship with the assistant is a fundamental part of the value. Over time, we build trust with an assistant: its tone, its way of reading. When that personality changes overnight, value is destroyed.
What we as leaders must learn: 1. Do not outsource judgment. 2. Learn in batches with the user at the center. 3. Design for change. The question is not whether the model will change, but how you will absorb that change without harming your users.
