Some companies are paralyzed. Some are moving fast. But without a blueprint, even the best tech builds in the wrong direction.

We Studied What Was Going On In Previous Tech Hype Cycles

you’re working in B2B right now, you’ve likely felt the pressure. One executive wants AI in every campaign. Another is paralyzed by legal concerns or brand risk. A third is testing a tool that may or may not solve a real customer problem. Some are grasping at shiny solutions. Others are frozen in fear. But almost no one has a clear strategic map. And here’s the wild part: we’ve been here before.

Back when the internet went mainstream, companies knew it would change everything—but had no idea how. Many adopted tech for the sake of it. Some made good bets. Most wandered. Everyone wasted something: money, time, momentum.

Sound familiar?

We Call It the Fog of (Technology) War

Borrowing from military strategy, the “fog of war” refers to the disorienting chaos that unfolds in unfamiliar terrain, where conditions shift rapidly and decision-makers are flying blind.

That’s exactly what this moment feels like.

AI promises speed, power, and transformation. But it’s hard to see clearly which changes are permanent, which tools matter, and how your customers—and competitors—will evolve.

Companies are taking divergent paths:

• Some are tasking agencies to create AI-driven visuals—without a strategy behind them.
• Others are actively resisting, especially in regulated industries where the risks feel too high.
• Many are watching from the sidelines, worried they’ll be left behind—or leap too soon.

It’s a technology arms race, and no one’s quite sure which side they’re on.

So What Cuts Through the Fog? Tools. Tech. Thinking.

What helps is a grounded formula—one we’ve seen work repeatedly in moments like these:

• AI Technology – The engine. It moves fast and can go far but needs direction.
• Strategic Tools – The GPS. Systems like segmentation, ability to win, and attractiveness that ground you in customer needs and help evaluate impact.
• Experienced Humans – The builders. They know the terrain. They know what doesn’t pass the sniff test. And they know how to adapt as reality unfolds.

Here’s the analogy we love:

AI is like a world-class contractor

It can build faster than anything you’ve seen. But without a blueprint, it may create a beautiful structure—entirely useless to your goals. You need a plan. You need tools. And you need someone to say, “That doesn’t look right” before the paint dries.

From Pressure to Purpose

Let’s be clear: this fog isn’t going to lift overnight. AI will evolve faster than most organizations can track. But the way through isn’t full surrender or full resistance. It’s strategic clarity.  Ask: What are your customer problems—today and emerging?
What are your goals?  And which specific AI capabilities will help solve for both? Start there. Then use AI to accelerate—not distract.

Lead Through the Fog

You don’t need to be the first to deploy every new tool.

You need to be the first to understand how the technology actually serves your business—and your customers.  With the right tools, real strategic thinking, and human insight, AI becomes more than hype. It becomes a force multiplier.

And the fog?
It starts to clear.