The Next Great Distribution Shift
Before I dive in, I want to break the key claim here into a few parts:
- AI is a platform shift
- Which will entail a corresponding distribution shift
- Which will hinge on personal context as the moat
Before I dive in, I want to break the key claim here into a few parts:
- AI is a platform shift
- Which will entail a corresponding distribution shift
- Which will hinge on personal context as the moat
AI is a platform shift
This is fairly out of step with my tech compatriots, but I am not sold on the first assumption, that AI is a platform shift. The reason I'm not sold is best explained by Scott Galloway in his article A New AI World:
Yesterday, I skirted along the edge of the atmosphere at four-fifths the speed of sound, traveling from London to New York in seven hours. The least expensive tickets were $400. Jet transport technology has changed the world. Sixty years ago, my mother crossed the Atlantic in a steamship: It took seven days and cost 4x what flying does today. Commercial aviation has created enormous value. However, the vast majority of that value has been captured by consumers and society, vs. airlines. Since 1945 the industry has experienced years of low-margin profitability only to have its gains wiped out by periods of huge losses (e.g., $128b in 2020).
Airplanes were not a true platform shift, but cars were. Cars reshaped our entire world. They are platforms that hundreds and hundreds of companies are built on. Airplanes, in comparison, are tucked away on the edges of cities and while they are transformative, they did not have the same far reaching impact that cars did.
My question here is whether AI is a car or an airplane. Will AI reshape everything we do? Will we rebuild our cities around AI the way we did cars? I'm not so sure. I know AI is useful and I already see myself using it in many parts of my day. But it often fits alongside my existing routines and tools, rather than replacing them.
There's a few things going on here though. One, I could be totally fucking up my use of AI and failing to adopt it fast enough. That's probably true to some degree. Two, we are very early. This could be a fairly premature evaluation. If I could go back in time to the launch of mobile, I wonder if my writing about that platform shift would be similar.
Yet the article, AI Will Not Make You Rich gives me pause. In that article, Jerry Neumann compares AI not to planes, but to shipping containers. His argument is that AI will make everything faster and easier, but it won't be particularly profitable. In many ways, that argument is identical to Scott Galloway's argument that AI will be more like planes than cars.
Yet some technological innovations, though societally transformative, generate little in the way of new wealth; instead, they reinforce the status quo. Fifteen years before the microprocessor, another revolutionary idea, shipping containerization, arrived at a less propitious time, when technological advancement was a Red Queen’s race, and inventors and investors were left no better off for non-stop running.
While I'm partial to that argument, I recognize that it is hard to judge what technological innovations will end up being wealth creating looking forward. What I find more interesting than that general claim is a couple of specific ones:
And because there is no economic profit during perfect competition, there is no money to be made by innovators during maturity. Like containerization, the introduction of AI did not lead to a period of protected profits for its innovators. It led to an immediate competitive free-for-all.
A couple of years ago, we all thought models were the moats. Until Deep Seek blew that assumption out of the water. In The Next Great Distribution Shift, the argument is made that personal context will be the moat of AI. We will get to that argument in a second, but I find it interesting because that's very different than we assumed the moat would be just 2 years ago.
The most convincing argument against AI as a platform shift is the following:
While Steve Jobs was telling investors that every household would someday have a personal computer (a wild underestimate, as it turned out), others questioned the need for personal computers at all. As late as 1979, Apple’s ads didn’t tell you what a personal computer could do—it asked what you did with it.
The personal computer was surprising. So was the car. We were not sure what it meant, how to use it, what it was for. AI is... less so? Everyone seems to know exactly how to use it and where. Every is sure it will change everything. All of it reminds me of the blockchain hype from a few years ago. To be clear, I think the blockchain is incredibly useful and I'm excited about a wide variety of applications of the technology. In many ways, I'm bullish on the blockchain. In 25-30 years, we will be building most of our financial infrastructure using that technology and it will result in lower costs and more secure payments.
I view AI in the same way. It's going to make everything 10-20% over a long time horizon. LLMs are a stunning technology. But I'm not sure they are a platform shift. As the Neuron said in their latest issue:
Scientists can already do incredible things with the augmented intelligence gains from today's AI models. These gains will compound over a decade through better scaffolding (software that directs the AI to be more useful). So we'll still get incredibly valuable leverage from augmented intelligence. But it won't be “AGI” like it’s been sold to us so far; according to Karpathy, there’s nothing “general” or “intelligent” about today’s language models, really. So reset your expectations: no AGI until 2035. - 😺 Karpathy: No AGI til 2035?
The logical extension of the fact AI is not unexpected is that there is not much room for investment.
The high capex of AI companies will primarily be spent with the infrastructure companies. These companies are already valued with this expectation, so there won’t be an upside surprise. But consider that shipbuilding benefited from containerization from 1965 until demand collapsed after about 1973. If AI companies consolidate or otherwise act in concert, even a slight downturn that forces them to conserve cash could turn into a serious, sudden, and long-lasting decline in infrastructure spending. This would leave companies like Nvidia and its emerging competitors—who must all make long-term commitments to suppliers and for capacity expansion—unable to lower costs to match the new, smaller market size. Companies priced for an s-curve are overpriced if there’s a peak and decline.
A platform shift needs to be surprising! AI is not surprising and thus does not present investable opportunities. Instead, it will result in a broad based increase in utility across a wide range of industries that will be difficult to effectively monetize. There are no moats.
Which will entail a corresponding distribution shift
Ok now forget everything I just said and let's assume that AI is a platform shift. The authors next claim is that a platform shift always results in a corresponding distribution shift. This might be the most interesting and insightful part of the article. The idea the technology shifts faster than people can adopt it sounds obvious. We even have a phrase for it: "the future is here, it's just not evenly distributed." But it gets at the core of how to react well to AI.
AI is the platform shift, but folks haven't figured out the distribution of it yet. The App Store made "mobile" ready for the prime time. Google made the tangled mess that was the web useful. What will make AI easier to deploy and understand? I have no freaking clue. I'm not sure we've seen anything close to it yet. But I think the key is related to context.
AI is the platform shift, but folks haven't figured out the distribution of it yet. The App Store made "mobile" ready for the prime time. Google made the tangled mess that was the web useful. What will make AI easier to deploy and understand? I have no freaking clue. I'm not sure we've seen anything close to it yet. But I think the key is related to context.
Which will hinge on personal context as the moat
Imagine a protocol, similar to MCP, that stores the context in your device (ie apple secure enclave) and allows apps or models to tap into that to personalize your experience. Then the moat is probably not the processing context anymore and shifts to the storage and the ability to execute over it. - Tomás Soracco
Whoever can figure out how to make context portable (and useful) will nail distribution. The web browser (and Google) became the hubs of our digital lives. I don't think AI chat is the hub of our daily lives. Phones, maybe? I think Apple is really well positioned here, but they keep fumbling the bag. VR headsets, while I wanted to like them, are not it. AR glasses like the Ray Bans made by Meta are interesting, but probably not scalable to the level of a phone (not everyone likes glasses). AirPods present an interesting case. Scott Galloway argues they are a form of VR we live with already. I would welcome a smarter Siri paired with AirPods to ask questions about the world. But I'm not sure that is coming anytime soon.
We've seen the pendants (probably too creepy, not everyone likes necklaces either) and the weird AI pin. Those aren't it. In some ways we've seen a lot of nos and some maybes about the next distribution platform. But nothing I've seen so far feels like "it."
I almost feel like the answer is either robotics or voice or some combination of the two. I wrote about our under appreciation of the power of AI in robotics a few months ago and Kara Swisher is starting to beat the drum as well.
I always loved this company Misty Robotics and they seem closer to it than most. Maybe it's sentimentality (Misty is one of the first "cool" startups I ever saw up close), but the idea of a cute robot at home with a developer platform for tinkerers sounds promising. In some ways, it could be what the Amazon Echo never could. We are a long ways from "home robots" despite the sizzling hype videos. But we are not so far from a fun helpful assistant with a wide open app store full of useful things.
The more I write about it, hackable home robot + LLM is a fun combination. Further, it's the first form factor I've heard of that sounds like a toy, which for some reason is how these big breakthroughs tend to come about. A little robot like these (maybe combined with a Roomba?) would have context about my day (in a less creepy way than a pendant), connect to the internet, and converse with me.
Well shit now I want one. So there's my prediction after all. The distribution channel for AI will be hackable friendly home robots.