Mostafa and I kicked off 2026 by conducting an autopsy on the previous year.

We dug into why 2025 felt like a year of "Phantom Efficiency," where dashboards showed green arrows, but business impact remained flat.

We debated the real cost of hyper-personalization (and why it often crosses the line into creepy surveillance), dissected the collapse of perfect attribution models, and challenged the idea that digital maturity always means adding more tools.

Instead, we proposed a new framework for 2026: growth through subtraction, focusing on impact over activity, and finally admitting that AI cannot fix broken processes.

1. • The "Phantom Efficiency" Trap: We discussed how 2025 saw massive investment in AI and automation tools that increased activity but not necessarily value. If 70% of your work is automated but morale is low and revenue is flat, you are just spinning your wheels faster.

   • Hyper-Personalization vs. Stalking: There is a fine line between helpful relevance (reminding you of a cart item) and creepy surveillance (reminding you how many french fries you ate). We argued that respecting user boundaries is a better long-term retention strategy than aggressive algorithmic targeting.

   • The Death of Perfect Attribution: Chasing 100% accurate multi-touch attribution is a fool's errand for most companies. We suggested focusing on broader Marketing Efficiency Ratios (MER) and unit economics rather than getting lost in the "black hole" of pixel tracking.

   • Maturity via Subtraction: Digital transformation doesn't always mean buying more software. We made the case that 2026 should be the year of auditing your stack and removing the tools, tags, and processes that create drag rather than drive revenue.

   • Impact Over Activity: We concluded with a challenge for leaders: Stop measuring how busy your teams are. Start measuring the tangible business impact of their work. A full calendar does not equal a growing business.

Chapters

00:00 Introduction and New Year Reflections

02:00 Phantom Efficiency in AI

05:55 The AI Bubble and Investment Concerns

09:45 Hyper-Personalization and Its Pitfalls

24:41 Attribution Challenges in Marketing

36:16 Looking Ahead: Simplifying for 2026

Is your tech stack creating drag instead of drive?

If you suspect your organization is suffering from "Phantom Efficiency," it might be time for an audit. We help companies rationalize their technology investments, clean up their data infrastructure, and focus on the metrics that actually matter.

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https://www.linkedin.com/in/psoch/

https://www.linkedin.com/in/mostafa-daoud/

Summary

In this conversation, Mostafa Daoud and Patrick Soch discuss the complexities and challenges of implementing AI in business.

They explore the importance of understanding ROI, the dangers of applying AI to broken processes, and the necessity of data quality and integration.

The discussion emphasizes the need for clear objectives and metrics when investing in AI, as well as the long-term impact of these technologies on business strategy.

Takeaways

- AI is enabling us to do a lot.

- Companies get bamboozled by AI hype.

- Garbage in, garbage out with AI.

- AI should not replace broken processes.

- You need a real business use case for AI.

- Data quality is a huge problem for AI.

- AI is not a magic wand.

- You need to understand your processes well.

- Investing in AI requires realistic expectations.

- The future of AI is about optimization.

Chapters

00:00 Weather Talk and AI Introduction

03:06 The Hype and Reality of AI Investments

05:57 Challenges of Implementing AI in Business

08:42 Data Quality and Infrastructure Issues

11:44 The Importance of Use Cases in AI

14:42 Optimizing Processes Before AI Implementation

17:43 Emerging Technologies and Standards in AI

20:42 The Future of AI and Energy Needs

23:54 Real-World Applications of AI

26:36 Balancing AI Adoption and Human Input

29:36 Defining Objectives for AI Integration

32:31 The Long-Term Impact of AI on Business

35:15 Final Thoughts on AI Investments

Struggling to find the ROI in your AI investments?

If your organization is caught between the pressure to adopt AI and the reality of messy data and unclear use cases, you aren't alone.

We help companies build the sturdy data foundations and strategic frameworks required to turn AI hype into measurable business value.

Contact us today to audit your digital maturity and identify the right automation opportunities.

https://www.linkedin.com/in/mostafa-daoud/

https://www.linkedin.com/in/psoch/

Summary:

In this conversation, Mostafa Daoud and Patrick Soch discuss the impact of AI on the gaming industry, particularly focusing on the Call of Duty franchise. They explore how the integration of AI has led to a decline in quality and emotional connection in video games. The discussion also touches on the broader implications of AI in business, the potential bubble surrounding AI investments, and the importance of maintaining artistic integrity in creative industries. The conversation concludes with reflections on consumer reactions to diminished quality and the future of AI in various sectors.

Takeaways:

AI is reshaping the gaming industry, often negatively.

• Call of Duty's decline reflects broader issues in game development.
• The emotional connection in games has diminished with AI.
• Microsoft's AI mandate may be detrimental to creativity.
• Consumers are likely to reject low-quality products.
• AI should enhance, not replace, human creativity.
• Investing in AI without clear purpose can lead to failure.
• The gaming community is vocal about their dissatisfaction.
• Quality in video games is essential for consumer loyalty.
• AI's current implementation may be unsustainable for businesses.

Chapters:

00:00 Introduction and Holiday Plans

00:55 Gaming Experiences and AI's Impact

03:56 Call of Duty: A Franchise in Decline

07:58 The Role of AI in Game Development

10:50 The Mandate of AI in Microsoft

14:48 The Artistic Value of Video Games

18:52 AI's Bubble and Business Risks

23:00 Consumer Expectations and Quality Control

26:35 The Future of AI in Gaming and Business

30:45 Conclusion and Final Thoughts