Selling The Future AI vs The 90s Internet
A Tale of Two Tech Booms: AI vs. The Internet
The tech landscape is once again buzzing with a revolutionary force: Artificial Intelligence. In 2022, OpenAI's chatbot, ChatGPT, exploded onto the scene, quickly amassing over 100 million users by 2023 and becoming the fastest-growing consumer app in history. Yet, the strategy to sell this new technology is starkly different from the last major digital revolution—the internet.
Today's AI companies are laser-focused on the corporate world. Their message is a stark warning: businesses and their employees must adopt AI or risk being “left behind.” This business-to-business approach, which encourages companies to mandate AI use among staff, contrasts sharply with the 1990s, when tech giants sold the internet directly to the public with promises of a digital utopia.
Back then, tech leaders painted a picture of a future with enhanced productivity, easy access to goods, and more leisure time, all to convince individuals to bring the internet into their homes. Today, the concerns of workers, who face the possibility of having their jobs transformed or eliminated by this new tech, are often secondary to the pitch made to employers.
The AI Playbook: From Consumer Hype to Corporate Contracts
While it's true that a significant portion of OpenAI's revenue—currently 75%—comes from individual subscribers, and its viral popularity is undeniable, the long-term financial strategy hinges on big business. With billions in shareholder investments to justify and a projection of no profitability until 2029, the consumer market alone isn't enough.
Consequently, OpenAI has shifted its focus heavily towards business clients, launching products like ChatGPT Enterprise, Team, and Edu. This strategic pivot highlights how tech companies analyze future power structures and tailor their sales pitches to who they believe will be the most crucial adopters.
Selling a Utopia: The 1990s Internet Dream
The 1990s saw the internet transform from a government project into a commercial phenomenon. With the rise of “dot coms,” browsers like Microsoft Explorer, and services like America Online (AOL), the digital world became accessible to the average person. User-friendly search engines from Yahoo and Google made navigation simple, and by the year 2000, 50 million Americans were online.
This rapid adoption required a marketing masterstroke to overcome the internet's initial negative image. It was often portrayed as a lawless frontier plagued by cyberporn and fraud. Films like The Net and Hackers amplified this “internet frenzy,” depicting a world where technology made people vulnerable.
To clean up this image, media companies, the government, and tech leaders joined forces. NBC and Microsoft launched MSNBC, blending the excitement of TV with the interactivity of the web. The Clinton administration advocated for privatization to spur economic growth. In his 1995 book, The Road Ahead, Bill Gates predicted the internet would “enhance leisure time and enrich culture.” He argued that failing to provide broad access would create a dangerous “information gap,” leaving poorer communities behind.
From a Niche Tool to a Household Appliance
To bridge this divide, Gates pushed for a “Henry Ford-type of approach,” making PCs powerful yet affordable. By 1997, however, only 40% of American homes had a PC, compared to 98% with a television. The solution? Merge the two with “Web TV.”
This device, which connected a TV to the internet, was marketed as a family-friendly technology that would bring everyone back to the living room. Advertisements painted a rosy picture of families browsing the web together, restoring the hearth as the center of the home. One executive claimed Web TV would bring “the family together again.”
Of course, much of this was just hype. The rise of personal devices like smartphones and tablets eventually led to what some call the “privatization of American leisure.” Many of the internet's early promises went unfulfilled.
Promises vs. Reality: Lessons from the Past
Whether AI will truly improve our lives remains to be seen. Tech moguls like Gates are once again making grand predictions, claiming AI is the most revolutionary technology in decades and will replace many professional jobs.
But if the past teaches us anything, it's that we should not take these predictions at face value. While dystopian rhetoric generates fear among workers, corporations are being sold a vision of reduced costs and higher profits. The history of the internet shows that while new technologies bring profound change, those changes rarely align perfectly with the promises made by their creators.
