15/10/2026
More AI usage ≠ more business value.
Andrew Ng recently called out “tokenmaxxing,” the idea that companies use token use to determine productivity. Some firms have even run competitions to see who uses the most.
His point: more usage does correlate with more useful work, up to a point. Beyond that, returns diminish, because the bottlenecks in most organizations (decision-making, product management, process) can’t be fixed by consuming more tokens.
Two practices he recommends that any data or AI team can apply:
📊 Instrument your costs. Once an application scales, track what it costs per query or per conversation. Even rough numbers let you budget AI spend systematically instead of guessing.
🔀 Keep your options open. Design so you can switch model providers, including open-weight models. Lock-in is a business risk, not just a technical one.
It’s also worth asking who benefits when you’re told to use more. A vendor’s best practices won’t always match your budget.
The goal isn’t to use fewer tokens. It’s to make every token tied to a business outcome.
How is your team tracking the cost of AI in production?
📖 Read the full letter: https://www.deeplearning.ai/the-batch/issue-365
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