How Consulting Firms Manufacture Demand for Every New Tech Craze

Jumping ahead in technology hype cycles often means blending real innovation with manufactured momentum—a practice that's become all too common in the digital age. Major surges, like those seen with Generative AI and agentic AI, create environments where perception frequently outweighs evidence, and players who understand this can manipulate the narrative for personal or organizational gain. Sometimes, success isn't about the depth of your technical expertise, but the strength of your story and the volume of your promotional efforts. Common tactics include producing biased surveys that inflate demand, exaggerating how many clients are experimenting with the hot technology, and publishing glowing case studies—some based more on aspiration than data. As excitement peaks, those riding the wave maximize visibility through speaking engagements, thought leadership pieces, and media appearances to fuel the impression of ubiquity and inevitability. When the hype inevitably fades, as with past fads like the metaverse and blockchain, these same voices often go silent, erasing traces of their former zeal and quietly pivoting to the next trend. In an industry obsessed with the "next big thing," the line between genuine leadership and opportunism grows thin, highlighting the ongoing tension between reality and perception in tech innovation.

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