I translate for a living, and sometimes I’m forced to translate marketing. Lately there’s a shift in the bullshit copy I receive to work on. Slogans 6 months ago were all ‘Use AI or your company goes broke!’ and now it’s ‘Use our product to make your AI agents more efficient and reduce token use!’. It’s hilarious, I’m half ashamed to have to participate in perpetuating this garbage, and fascinated that any decision maker in any organization would keep adding layers of bullshit on top of their tech stack to stay ahead of the competition. I wonder how many layers of bullshit they can still squeeze between reality and profit before it all comes down.