Beyond Tokenmaxxing: the rising token tax on enterprise AI

A person typing on a laptop and using a tablet. Only their upper torso, arms and hands are visible. Text superimposed on the image shows AI .

During the first wave of AI adoption, much of that cost was effectively hidden from customers. AI came wrapped in subsidized pricing, generous allowances and a relentless focus on driving usage. The message was simple: use more AI.

In some organizations, usage itself has become the goal. The rise of concepts like "tokenmaxxing" took this to an extreme, celebrating volume over value and falsely equating outputs with outcomes.