content isnt king

Benedict Evans returns to the a16z podcast to update the thesis behind his widely read “AI eats the world” presentation, and the picture he paints is less about hype and more about hard economics. In this conversation he works through what has actually played out in the last year, why agentic coding became the one use case with real product market fit, and why he keeps arguing that foundation models may end up as commodities while the value moves somewhere else entirely. You can watch the full conversation here.

TLDW

Benedict Evans argues that the AI moment looks a lot like the early internet, the early PC era, and the rollout of mobile data, which means it is exciting, genuinely transformative, and almost impossible to predict use case by use case. Agentic coding is the only field with clear product market fit right now, with revenue run rates exploding from roughly nine billion to forty seven billion, while consumers still use chatbots weekly rather than daily. His central claim is that foundation models show no obvious network effect or sustainable differentiation, the chatbot is a limited v1 interface, and the model labs cannot build every application, so the value will likely move up the stack the way it did with chips, ISPs, and mobile networks rather than staying with the model providers. He covers the brutal supply and demand disequilibrium driving today’s token pricing and ten thousand dollar surprise bills, the financial gravity problem of hyperscalers spending over half their revenue on capex, the Jevons paradox and consumer surplus that may compete away productivity gains, the way the important questions move out of San Francisco and into industries like law, consulting, finance, and advertising, and the distinction between automating tasks and changing jobs. His closing image is an IBM ad from the 1950s promising “150 extra engineers,” a reminder that every platform shift feels unprecedented and that in twenty years we will simply say of course computers do that.

Thoughts

The most useful thing Evans does here is refuse to collapse uncertainty into a clean prediction, and then explain exactly why that refusal is the correct posture rather than a cop out. He distinguishes between the parts where he will commit to a view, that foundation models are probably not a product and the chatbot is probably not the right interface, and the parts where there are simply too many open paths to call. That discipline is rare in AI commentary, where the incentive is to sound certain. The commodity argument is not “models are worthless.” It is a chain of reasoning: there is no visible network effect, no durable differentiation beyond willingness to spend, no lock in comparable to Windows or iOS, and a likely structure of three to six well funded competitors plus open source and edge models all selling the same thing. Ask where price discipline comes from in that picture and the honest answer is that it probably does not, which is how you get a commodity even when demand is effectively infinite.

The mobile data analogy is the load bearing comparison and it deserves to be taken seriously. Mobile data traffic rose something like fifteen hundred to two thousand times over fifteen years, the networks built an extraordinary piece of global infrastructure, everyone came to depend on it, and yet the operators captured almost none of the value because all the interesting stuff got built on top by someone else. Telco stocks were flat for two decades. If that is the template, then the trillion dollars of capex flowing into AI infrastructure can be both a worthwhile investment and a terrible place to expect outsized equity returns, because building the road is not the same as owning the traffic. The counterpoint Evans keeps fairly on the table is the operating system path, where Windows and iOS did capture value, but he notes they had levers and network effects that LLMs do not appear to have.

His framing of where the questions live is the part most people in tech underweight. Once a technology works, the interesting questions stop being technology questions. Netflix is not a tech company in the sense that matters, because its real decisions are Los Angeles decisions about shows, talent, and sports, not San Francisco decisions about infrastructure. By the same logic, what AI means for a law firm is mostly a question for people who understand what associates actually do and what clients are actually paying for, not for model researchers. This is why the “the model will just do the whole thing” story keeps running aground. Most valuable software does not solve a problem the customer already knew they had. It often takes years to convince an industry that a problem even exists, and an LLM prompt does not surface latent problems that no one has articulated.

The economic plumbing he describes is where the near term risk actually sits. We are in extreme disequilibrium, where twenty dollars a month can buy ten thousand dollars of tokens on one side and a weekend of experimentation can produce a ten thousand dollar bill on the other, exactly the pattern mobile data went through around 2009 and 2010. That gets resolved with the boring machinery of caps, throttling, and pricing tiers, not with magic. Layered on top is the financial gravity problem: Microsoft, Meta, and Google heading toward spending more than half of revenue on capex, with roughly seven hundred billion dollars of guidance across the big players, against a hard ceiling because there is not ten trillion dollars a year available to spend. And even when the productivity gains are real, the Jevons paradox and consumer surplus suggest much of the benefit gets competed away. If a discounted cash flow model used to take a week and now takes ten seconds, you do fifty of them and charge the client the same, which is great for clients and unremarkable for margins.

The honest takeaway for builders is that the answer to “what does this do to software” is more software, probably one or two orders of magnitude more, just as SaaS itself produced an explosion rather than a consolidation. The SaaS apocalypse is real in the sense that some meaningful percentage of existing companies get wiped out, and unknowable in the sense that no one can yet say which ones, which is why thoughtful investors are reluctant to be long software in the dark. For anyone pursuing a more deliberate, purposeful relationship with technology, the closing note is the one to keep: every one of these shifts felt singular and world ending and world making at the time, it reshaped work and put people out of jobs and created things we love, and then it quietly became invisible. The goal is to stay clear eyed about which of those buckets a given change lands in rather than getting swept up in the noise of what someone said at a party yesterday.

Key Takeaways

Agentic coding shifted from “kind of useful” to “really changing everything” at the start of the year, and it is the single field with unambiguous product market fit, where customers are pulling it out of your hands.
Coding working first was foreseeable in hindsight: software developers were the ones messing with the tools, and the first thing people do with a new kind of computer is build more computing, just as the first thing people did with PCs was make computers.
Anthropic, with less capital raised, chose to focus on coding and got it working, while OpenAI cycled through a more everything all at once strategy before narrowing in.
The intense focus on coding comes bundled with a supply crunch, a capacity crunch, and a price and capex imbalance that defines the current moment.
Most of the fundamental questions from two or three years ago still have no answers: whether there will be a winner in models, whether models capture value up the stack, how much they can do, and whether consumers will use this daily rather than weekly.
There is a wide gap between Valley insiders running clusters of Mac Studios all day and the roughly forty percent of people who say AI is “kind of useful, I used it last week for something.”
Outside tech, companies are adopting AI as one at a time point solutions for specific back office processes, like a commodities company using LLMs for better cash flow forecasting, not as a general purpose assistant.
Adoption always compounds on prior platforms: you could not have nine hundred million weekly active users in the Netscape era because there were not nine hundred million PCs on the planet.
Early in any platform shift almost nothing works smoothly, from sound cards and floppy disks with TCP/IP to computers that froze and lost your work, and AI is at that stage now.
Today’s token pricing crunch mirrors the mobile data shock of 2009 to 2010, where flat rate plans collided with surging usage and networks had to realign price with marginal cost through caps, fair use, and throttling.
Mobile data traffic rose roughly fifteen hundred to two thousand times in fifteen years, mobile networks earn around a trillion dollars and spend about two hundred billion a year on capex, yet their stocks have been flat for twenty years because all the value moved up the stack.
The central LLM question is whether the model can do the whole thing or whether you need hundreds of applications built on top, the same way you needed apps on Windows and iOS.
Evans sees no network effect and no sustainable differentiation between models beyond willingness to spend money, which points toward commodity infrastructure sold near marginal cost.
Chip companies, ISPs, and mobile operators did not capture the value; Windows and iOS did, but only because they had levers to move up the stack and real network effects, which models lack.
A useful comparison is semiconductors, where each generation gets more expensive and the field narrows to fewer players, suggesting three to six frontier model makers spending somewhere between two hundred billion and two trillion dollars a year.
Enterprises do not standardize on a model the way they once thought about AWS; the cloud and the model get abstracted away, so customers do not even know which one their SaaS product runs on.
Demand for tokens being effectively infinite does not prevent a price equilibrium, exactly as infinite demand for mobile bits still produced murderous price wars between commodity carriers.
History teaches that something will happen but rarely what; the smartest people in tech wrongly predicted Android would crush the iPhone on open versus closed grounds.
One characteristic of tech is that the moment you understand how something works is the moment to move on, which is why Evans stopped updating his Apple spreadsheet years ago.
The people who are good at using a tool are usually not the people who are good at designing what the tool should be, which is why model labs cannot build every skill or vertical application.
Claude skills and similar templates resemble file new in Excel: useful starting points that users eventually outgrow, raising the question of who builds the real software.
The questions increasingly move out of technology and into specific industries; what AI means for law, consulting, advertising, or accounting is partly an AI question and partly a deep domain question.
Netflix is not a tech company in the way that matters, because its real questions are media industry questions about shows, talent, and sports, not infrastructure; the same logic now applies across industries facing AI.
AI differs from prior platform shifts because the physical limits are unknown; in 1995 you knew PCs cost three thousand dollars and broadband could not reach everyone overnight, but no one knows how cheap, fast, or capable models will get.
Evans offers four buttons to press on any use case: is it just price elasticity and the Jevons paradox, does it remove a cost barrier to entry, does it unlock a new business model, or does it make something previously impossible now possible like trains over horses or Spotify over CDs.
Advertising and e-commerce are a standout opportunity because today’s systems know a SKU and a metadata field but not what a product actually is or why people buy it, and LLMs could change that level of understanding.
The valuable shift is not doing the old thing more, like more spreadsheets or better email, but doing genuinely new things, such as asking an LLM how to change prices to improve churn using all your call recordings, CRM flows, and product telemetry.
Enterprise software today splits into three buckets: big horizontal systems like SAP and Workday, three to four hundred vertical SaaS apps plus a thousand internal apps, and a fuzzy improvised middle of Excel, email, and shared files, with AI arriving as a new option across all three.
A core design tension is where to put the probabilistic software that can make mistakes versus the deterministic database that cannot, and whether the LLM sits at the top or the bottom of the stack; the answer is probably both depending on the task.
The net effect on software is way more software, since SaaS itself produced one to two orders of magnitude more software and all software companies exist to solve problems created by other software companies.
The SaaS apocalypse is real but unknowable: some percentage of SaaS companies get wiped out, but no one knows which, so you should not derate the whole sector fifty percent and many investors are wary of being long software for now.
Much of what an organization does is implicit, undocumented, and not in the training data, which is exactly the value McKinsey, Bain, and BCG provide by getting license to map how a company really works.
The real decisions are usually exception handling: the question is always what you cannot automate and what still requires human judgment about cases that were never written down.
Distinguish tasks from jobs: accountants spend almost none of their time the way they did fifty years ago, yet to the client the job looks the same.
LLMs excel where you want the average, the answer anyone would give, and struggle where you specifically do not want the average and cannot fully explain why you did it differently.
There is a financial gravity ceiling: Microsoft, Meta, and Google are on track to spend over fifty percent of revenue on capex versus fifteen to twenty percent for capital intensive telecoms, with seven hundred billion in guidance this year and no path to ten trillion.
Hyperscalers face an existential FOMO trap: returns look positive now, but they cannot let rivals build the future of compute without participating, even as the CFO asks how much participation is enough.
Token maxing will face a reckoning as the disequilibrium resolves, but measuring ROI is hard because most reported benefits so far, like better analytics, support, and productivity, are tough to put a financial value on.
Consumer surplus means many gains get competed away: if analysis that took a week now takes a day, you do five times more analysis and charge the same, the way investment banks did with spreadsheets.
Evans closes with a 1950s IBM ad promising “150 extra engineers,” a reminder that every fundamental technology change feels unprecedented, and that in twenty years AI will simply be invisible magic we take for granted.

Detailed Summary

What changed in the last year

Evans frames the past year as a narrowing of focus. A year and a half after the first version of his presentation, the field has developed a much clearer sense of diverging product strategies and competitive tension that goes beyond simply building a bigger model with more compute. The dominant shift is that agentic coding started genuinely working, and the entire industry narrowed in on it because it has absolute product market fit, the kind where customers pull the product out of your hands. That success arrives alongside the supply crunch, capacity constraints, and price imbalance that now define the moment. At the same time, the charts keep climbing, models keep getting bigger, capex keeps growing, and usage keeps growing, while the deep questions from a few years ago remain unanswered.

Why coding worked first

That coding led was predictable at a naive level: the people experimenting with the tools were software developers, and they naturally tried to make software development work. Evans compares the moment to the internet around 1997 and 1998, and also to PCs in the late seventies and early eighties, when the technology was exciting but it was not clear what it was for and it did not quite work yet. The first thing people did with PCs was make computers, and since LLMs are in a sense computers, the first thing people are doing with them is making more compute. What was harder to foresee was the precise timing of the shift, the moment when agentic coding flipped from useful to transformative at the start of this year.

Jobs, juniors, and what we have not learned

On the question of what this means for engineers and team structure, Evans is blunt that we have learned almost nothing yet, because this did not even work six months ago and everyone is scrambling to interpret it. The pricing crunch alone means it will take a couple of years to settle. The newly concrete questions include whether you still hire junior people and what they would do, and why you were hiring juniors in the first place, whether to do the work itself or to develop people. Because software development now genuinely automates a class of work that used to be done by people, those questions have moved from theoretical to real, but no one can responsibly claim to know what a software team or a software career looks like in three years.

OpenAI, Anthropic, and the strategy split

Evans dryly notes the drama around the model labs, including the disruption of a senior leadership medical leave at OpenAI. In the latter part of last year, OpenAI’s question was essentially what to build on top of the models, an everything all at once approach that looked almost like asking the model for fifteen ideas and then doing all of them. Anthropic, with less capital raised, instead committed to coding and got it working, whether by deliberate strategy or by stumbling into it. The result is that software development plus a few other fields are where things genuinely work, surrounded by a large population of people excited around the edges and corporations quietly automating specific back office processes. He cites a commodities company that wants LLMs for better cash flow forecasting across many small producers, a very different thing from asking a chatbot to summarize your meetings.

The mobile data analogy and value capture

The richest section is the comparison to mobile. Adoption always compounds on prior platforms, so AI inherits a far larger installed base than the internet or mobile did at their starts. Early on, nothing works smoothly, and Evans recalls the era of buying a three hundred dollar sound card or wrestling a floppy disk of TCP/IP into a machine. The pricing dynamics directly echo mobile data around 2009 and 2010, when flat rate plans met exploding usage and ten thousand dollar bills, forcing networks to realign price with marginal cost. Crucially, mobile data traffic then rose fifteen hundred to two thousand times, the networks built extraordinary global infrastructure with around a trillion dollars of revenue and two hundred billion in annual capex, and yet their stocks stayed flat for twenty years because all the cool stuff and all the value got built and captured by someone else higher up the stack. Chip companies, ISPs, and mobile operators did not capture value; Windows and iOS did, but they had levers and network effects that models do not appear to share.

The case that models become commodities

Evans lays out the building blocks of his commodity thesis. First, there is no clear way to build a model that is sustainably and fundamentally better than everyone else’s, with no visible network effect and no strategic lever comparable to what Instagram, YouTube, or Google search enjoy. Differences in emphasis and taste exist, but not durable competitive moats beyond spending. Second, the chatbot is a weird, limited v1 interface that works well for some tasks and people but requires tooling, the right data, configuration, control, and thoughtful design for most real jobs, and the people good at a job are rarely the people good at designing the tool for it. Third, the labs cannot build every application any more than Microsoft or Apple could build every Windows or iPhone app. Enterprises do not standardize on a model the way they never standardized on a visible cloud provider, because it gets abstracted away. Taken together, that points to low level infrastructure sold by perhaps half a dozen competitors plus open source and edge, with no obvious source of price discipline, which is the definition of a commodity even when demand is infinite.

The questions move out of technology

One of the next big questions is when models become good enough that you no longer need the largest, fastest, most expensive model, and can use an older model, an open source model, or one running on device where compute is effectively free to the developer. But the deeper shift is that the important questions move out of technology and into industries. Drawing on his own essays “content isn’t king” and “Netflix isn’t a tech company,” Evans argues that Netflix’s real decisions are Los Angeles media questions, not San Francisco infrastructure questions, and San Francisco does not even know what the right questions are. By the same logic, what AI means for a law firm is mostly a question for people who understand law firms, what generative video means for Hollywood is a question Ben Affleck can answer better than he can, and the questions become half AI and half something else.

Four buttons and the new things AI unlocks

To reason about impact, Evans offers four buttons. Is a use case just price elasticity, the Jevons paradox of doing the same thing for less or more for the same money. Does it remove a cost that was a barrier to entry, like a newspaper’s printing press. Does it unlock something in your business model. Or does it make something previously impossible now possible, the way steam engines made trains possible regardless of how many horses you bought, or Spotify turned fifteen dollars a month into all the music there is. He stresses that the same broad change can mean wildly different things by industry, just as the internet devastated newspapers but barely touched movie studios. His favorite tractable example is advertising and e-commerce, a trillion dollar advertising market against twenty five trillion in retail, where today’s systems know a SKU and a metadata field and that people who bought one thing bought another, but do not know what a product is or why people buy it. An LLM could in principle understand the product, recommend ten coats at different prices with pros and cons, or look at your Instagram and suggest a winter coat that changes your look but not too much, which would have been science fiction three years ago.

More software, the SaaS apocalypse, and tasks versus jobs

For software specifically, Evans expects more competition, cheaper and quicker building, and new categories that were impossible before, all under an uncertain new margin structure where outcome based pricing is hard because most software work cannot be tied cleanly to profit and loss. He frames enterprise software as three buckets, big horizontal systems, hundreds of vertical and internal apps, and a fuzzy improvised middle of Excel and email, with AI arriving as another option across all of them. The deeper design tension is where to place probabilistic software that can make mistakes versus deterministic systems that cannot, and whether the LLM sits at the top or bottom of the stack, with the answer being both depending on the task. The net result is way more software, since SaaS itself produced orders of magnitude more software and software exists to solve problems created by other software. That fuels the SaaS apocalypse anxiety: some companies clearly get wiped out, but since no one knows which, you should not derate the whole sector, even as many investors stay cautious about being long software.

Implicit knowledge, exception handling, and where the average fails

Much of what organizations do is implicit, undocumented, and absent from any training data, which is precisely the value of strategy consultancies that get license to map how a company really works versus how it is supposed to work. The real decisions tend to be exception handling, the cases that require human judgment because they were never written down or do not look like before. Evans separates tasks from jobs, noting accountants do almost nothing the way they did fifty years ago while the client still buys the same thing. And he offers a sharp test: LLMs are excellent where you want the average, the answer anyone would give, and weak where you specifically do not want the average and cannot fully articulate why you did it differently.

Capex, financial gravity, and the ROI question

On spending, Evans describes a financial gravity problem. Microsoft, Meta, and Google are on line to spend over half their revenue on capex this year, against fifteen to twenty percent for capital intensive telecoms, with roughly seven hundred billion in guidance across the big players, a sum comparable to all of telecom or oil and gas. They cannot sustainably leap to one and a half trillion next year because the money is not there, so the curve must eventually taper. The hyperscalers are caught in an existential FOMO trap: returns look positive now, but they cannot sit out what might be the future of compute without risking becoming the next stranded incumbent, even as the CFO asks how much is enough. On token maxing, he expects a reckoning as the disequilibrium resolves, but measuring ROI is genuinely hard because most reported benefits so far are soft and hard to value, and consumer surplus means much of the gain gets competed away, the way faster spreadsheets simply meant more analysis at the same price.

Closing image

Evans ends with an IBM advertisement from the early 1950s showing a sea of engineers holding slide rules, with the tagline that an IBM electronic calculator gives you 150 extra engineers, exactly the pitch behind countless modern startup decks. We move through these fundamental technology waves every ten or fifteen or twenty years, each one feeling completely unlike anything before, and AI is amazing and transformative in the same way mobile, the internet, and PCs were. The base case is that it will produce wonderful things, ruin some livelihoods, put people out of work, and eventually become invisible. His one line description of where it all ends up is that it will be magic, and in twenty years we will simply say of course computers do that, the way an hour of crash free streaming HD video over Wi-Fi already feels unremarkable.

Notable Quotes

“Agentic coding went from being kind of useful to really changing everything.”
Benedict Evans, on the pivotal shift at the start of the year

“We are in this extreme scarcity. We can’t spend $10 trillion a year on AI infrastructure cuz there isn’t $10 trillion a year there to spend on it.”
Benedict Evans, on the hard ceiling of AI capex

“I don’t think foundation models are a product. I don’t think a chatbot is a product. I think the value will be further up.”
Benedict Evans, stating the core of his thesis

“They built this amazing piece of global incredibly sophisticated very expensive global infrastructure with enormous growth in use, and they didn’t make any money from it because all the value moved up stack.”
Benedict Evans, on the mobile network analogy

“The moment that you understand something and you know how it works and what’s going to happen is the moment you should move on to something else.”
Benedict Evans, on how to pay attention in tech

“These are all Los Angeles questions. These are not San Francisco questions. No one in San Francisco even knows what the right questions are.”
Benedict Evans, on why Netflix is not a tech company

“The important stuff is not doing the old thing but more. It’s doing something new that you couldn’t have done with the old thing.”
Benedict Evans, on where the real value of a new technology shows up

“All software companies exist to solve problems created by other software companies.”
Benedict Evans, on why AI produces more software, not less

“It’s going to be magic, and in 20 years time we’ll just say, well, of course that’s how it is. Computers have always done that.”
Benedict Evans, on how the whole shift ends up

This is a dense, clear eyed conversation that rewards a full listen, especially if you are trying to think past the hype cycle about where AI value actually lands. Watch the full conversation here, and check out the “AI eats the world” presentation referenced throughout.

Tag: content isnt king

Benedict Evans on the Economics of AI Usage, Why Foundation Models May Become Commodities, and What Comes Next for SaaS