Rory Sutherland's 2026 Predictions

Businesses frequently fall into the "doorman fallacy," where they prioritize short-term cost reduction—such as replacing staff with automation—while ignoring the resulting destruction of long-term value and customer experience. This obsession with efficiency often stems from a narrow economic perspective that treats marketing and innovation as costs rather than essential discovery mechanisms. Because human interaction remains a primary driver of customer satisfaction, the current rush to implement AI for headcount reduction risks alienating consumers. Instead of merely automating existing workflows, organizations should leverage AI to reinvent production processes and focus on proactive value creation. Ultimately, the most effective business strategy involves integrating marketing perspectives early to prevent irrational, efficiency-driven decisions that overlook the human element of service.