And, if you try it out and find that for your particular circumstances there's no level of spend on AI that's giving you positive ROI, you can just...not do it.

It seems like execs these days think that if they're not doing the One Thing Everyone's Doing, they're necessarily missing out, leaving potential revenue on the table, what have you. But the only reason to use AI in a business is if it makes you more money, so if you try it, and it's not doing that...I guess the question is, who are you going to believe, Sam Altman or your lying eyes?