Article by Ayman Alheraki on January 11 2026 10:36 AM
During an exploratory visit to LEAP 2025, I came across remarkable exhibitions and diverse companies from all over the world, showcasing exceptional technologies that rely on the latest advancements in the tech world. One of the most prominent observations was the heavy reliance on Artificial Intelligence (AI) across various fields, making it evident that this technology has become central to innovation in recent years.
However, what caught my attention was that some companies had no real connection to AI in their products, yet they prominently featured the term AI in their descriptions and advertisements in an exaggerated manner. It seemed as if they were riding the AI wave without actually adding any real value! Fortunately, I did not find any coffee stalls claiming their drinks were "AI-powered"—otherwise, I might have been tempted to try a "smart coffee" just to see what it meant!
In reality, AI is not just a temporary fad that will disappear, but it is undergoing the same cycle that all revolutionary technologies have gone through—such as the internet, smartphones, and cloud computing. This can be understood through the Hype Cycle, which every emerging technology typically follows:
The Hype Phase – The technology is introduced as if it will change everything, leading to its adoption in all industries, even where it is unnecessary.
The Disillusionment Phase – People begin to realize that the technology is not a magical solution for everything, and many companies that used it only for marketing purposes start to fail.
The Maturity and Adoption Phase – Companies with real, beneficial AI applications continue to thrive, while misleading claims disappear, and AI becomes seamlessly integrated into daily life.
It is expected that this hype will take 3 to 5 years to settle down, at which point AI applications will be naturally incorporated into our lives—just like previous technological advancements. At that stage, companies will no longer need to label their products as "AI-powered", as AI will have become a fundamental part of technological infrastructure rather than just a marketing buzzword.
To distinguish between companies that genuinely utilize AI and those merely capitalizing on the trend, consider the following:
Do they explain how AI works in their product? Or is it just mentioned vaguely?
Do they provide concrete, well-researched results? Or are they only making broad promises?
Do they have AI experts and specialists? Or are they simply following the trend?
Artificial intelligence is not a passing trend, but it will undergo a natural filtering process, where only companies with legitimate applications will survive, while those using it solely for marketing will fade away. In the future, we won’t see AI in every advertisement, but it will be an integral part of products and services without needing to be explicitly mentioned.
As for coffee, until the day arrives when AI-powered algorithms adjust its flavor to match my mood, I’ll continue searching for a traditional cup—far away from marketing hype!