Cindy Rose

In the marketing space, we're using the very expensive models because we're doing frontier reasoning.

We're doing high resolution video and audio where there's no deflation, just cost increase.

So this is the problem or the sticker shock that most companies haven't yet experienced but will.

I think the Uber CTO went public recently and said he burned his entire 2026 token budget in four months.

Same at WPP.

I've got more agents than employees now.

and there's a lot of unbudgeted cost associated with it.

So now the pivot needs to be towards token consumption optimization, which is the next chapter.