Subject areaProcess and organisation
Also known asmedia hype
Hype is the media buzz that builds around a technology, a product or a trend: articles, conferences and announcements multiply and inflate expectations before anyone knows what it will actually change at work.
In everyday English the word means insistent, exaggerated promotion.
On this site hype is read in two ways:
- as a signal: "behind all the hype there is a paradigm shift, a change that rewrites the rules of work". The noise, therefore, shows where to look;
- as an expectation that deflates: it happened to the metaverse, still discussed but with far less hype than in previous years.
It follows that a company's choice comes from analysing its own process and data, while the volume of the buzz remains information about the market. That is the invitation behind the strategic vision of AI: look beyond the hype.
An example
A bank reads every week that a new platform will transform business lending and wonders whether to adopt it at once. Looking beyond the hype means asking which process would change, which data it needs and how the result will be measured, before signing the contract.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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