The illusion of AI transformation: how neural network investments destroy margins without the product triad

Bluescreen published a tough column on the "illusion of AI transformation." The author's observation: companies buy neural networks and subscriptions, hire AI teams — and margins fall. The reason is that investments are made without the product triad: an understanding of what value is created, for which customer, and with what economics. In such a construction AI is not a lever but simply a new expense line.

The margin-destruction mechanics are simple. AI costs are constant and grow with usage, while without process redesign the effect stays local: the email is written faster, but the deal cycle has not changed; the report looks nicer, but the decision takes as long as before. The result — cost of goods up, price and volumes unchanged.

A practical filter for a director in Kazakhstan fits into three questions before any AI project starts. Which process will change and how do we measure it — in tenge, hours or defect rate? Who is the customer of the change — the buyer, the employee, the owner? Does the economics close — deployment and subscription costs against a measurable effect within a year? If any question has no answer, send the project back for rework. AI multiplies what exists: a working model into growth, chaos into losses.