In Conversation With Ux Magazine

Three years after his first Invisible Machines visit, Don Scheibenreif returns with a sharper read on the trough: everybody knows generative AI, almost nobody has answered what it does to the business model. He led Gartner’s Autonomous Business research, the successor to digital business, and co-authored When Machines Become Customers. The through-line is that AI is a tool, the harder question is how to create value with it.Josh and Robb press him on token maxing as a vanity flex. Don calls it a lazy metric, pointing to more interesting questions: where are you more productive, which processes were reinvented, what happened to talent, and what are you doing with the investment? 80% of CEOs see it as the #1 transformative tech and want disruption, but most are settling for efficiency theater and middle-manager cuts while boards ask for more tech-savvy leadership. In Don’s framing this comes with rolling up your sleeves, not mandating from above.Also in this episode: The hyper hype cycle (peak → trough → p