Marketing

Before I explain the issue with marketing, let’s look at the following picture.

Gartner’s Hype Cycle is a graphical representation of the maturity, adoption, and social application of specific technologies. It helps to visualize the typical progression of an emerging technology from its inception to mainstream adoption.

AI has a lot of hype; the problem with hype is that you have:

• 1. Unreasonable expectations
• 2. Disappointment when those expectations are not met
• 3. Loss of interest
• 4. Abandonment of the technology

Now, #1 and #2 are happening; we are not in #3 yet as of 2025, but it will eventually happen. Why am I talking about this? Because marketing is fueling the hype, and marketing is not interested in the long-term success of a technology—only in short-term gains.

PS: Image generated by Gemini 3 - Banana Pro

Marketing is using terms that are misleading, if not outright lies, to promote AI products and services.

Also, there are terms used that are 100% misleading, not to say lies. For instance, AI or LLM models cannot think; they cannot reason. But all tools and agents today use terms like “thinking”, “reasoning”, “understanding”, etc., which are completely misleading. Some models are also called “Reasoning Models,” which is misleading as well.

Here is some evidence:

• Sam Altman now says AGI, or human-level AI, is ‘not a super useful term’ — and he’s not alone
• The Illusion of Thinking: Understanding the Strengths and Limitations of Reasoning Models via the Lens of Problem Complexity by Apple
• I Think Therefore I am: No, LLMs Cannot Reason
• Yann LeCun Just DESTROYED the LLM Hype — AGI Will Need More
• Richard Sutton – Father of RL thinks LLMs are a dead end