Wix cutting up to 1,000 people. Meta cutting around 8,000.
People keep saying AI = productivity.
Nope. The real thing is that the cost of automating repetitive work is dropping to basically zero. That changes the bottleneck.
And if you understand systems, you know this: making the non-bottleneck faster does not grow the business. It just creates more clutter.
I saw this with our events. Yes, AI can help marketing create 100 more posts, emails, landing pages, clips, follow-ups. But if distribution is clogged, who cares? I can only post so many times a day.
More content is not the answer. Better distribution is. Better signal on who is actually ready to join.
THIS is where AI should go. Not "how do we create more stuff?" but: "where is the system stuck?"
Because AI does not just make work faster. It exposes which work was never the constraint.
What to do with this
Before you approve another AI tool or content sprint, run the constraint test: if this work doubled overnight, would qualified meetings go up? If the honest answer is no, you found a non-bottleneck. Put the effort where the system is actually stuck. That is usually distribution, follow-through, or the offer itself.