The Tech Industry’s Illusion of Innovation
Martyn Rhisiart Jones
Oza-Cesuras, 4th December 2025
There’s a moment in every hype cycle when reality taps the industry on the shoulder and whispers, “This isn‘t working.“ And every time that moment arrives, tech responds with the grace of a cornered raccoon.
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Martyn Rhisiart Jones and Lila de Alba
It’s not your obedient chatbot anymore. It’s a proactive and goal-driven system. It plans and reasons. It uses tools like browsers, APIs, and code editors. It keeps working until the job is done. Often, it requires zero human hand-holding.
Think: a tireless, hyper-competent underling who takes care of everything. They book your Provençal villa and negotiate the rate. They also curate restaurants and arrange transfers, all while you’re already on the rosé.
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Martyn Rhisiart Jones
A Coruña, 2nd December 2025
Agentic AI refers to advanced AI agents. They are capable of independently chasing ambitious, open-ended objectives. These agents break tasks into steps and reason iteratively. They wield tools and persist through obstacles with minimal human guidance. In summary: think of a less obedient tucan. Imagine a more relentlessly competent understudy. This AI can orchestrate your travel, chase invoices, or conduct desk research. It does all this while you’re on the Amalfi Coast with an Aperol spritz. The phrase du jour in Palo Alto marks a shift. Assistants move from being responsive to becoming genuinely proactive. Your to-do list may soon sort itself out as if by magic.
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Martyn Rhisiart Jones and the GoodStrat Editorial Team (Alex S., Marcus S., Stewart L., Dawn F., Jenny S.)
Brussels, EU, 14th November, 2025
As 2026 creeps in, it resembles a broken-down delivery robot experiencing hallucinations of depression and dread. The big tech news isn’t flashy new features. Bells and whistles, and bullshit aren’t prominent anymore. Instead, AI has quietly infiltrated everything. It’s like mould, cynicism and cheap furniture in a rental apartment. Suddenly, it’s “infrastructure.” This is what people say when they mean, “We can’t get rid of it now.” Even if it starts insulting customers, peeing on the C-suite carpet, and revealing the fraud of our makers.
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Martyn Rhisiart Jones
A Coruña, 12th November 2025
CONSIDER THIS: DATA AS A MIRROR OF HUMANITY
Friends, Roman, Countryfolk! In an age where every tap on a screen, every fleeting glance at a smartwatch, and even the subtle rhythm of a resting pulse are silently collected as data, what does this immense and glittering digital mosaic reveal about our innermost selves and the selves we have yet to inhabit?
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Martyn Rhisiart Jones
Spain, 2nd November 2025
Five years ago, I wrote a piece called Bullshit at the Data Lakehouse, which caused quite a bit of a stir on social media, so I’m taking this opportunity to revisit it and revise it and to offer it as a historical reference with ramifications for today and the future.
My piece began in this spirit and then progressed rapidly.
Move over, big data hubris, data mesh revisionism, and data lake stupidity, there’s a newer, thicker and far bigger arsehole on the block. And it goes by the unbelievably idiotic name of data lakehouse. It is being hailed as a new paradigm, but in reality, it is a naive, dishonest, and disruptive fraud. So what’s occurring?
The gutter-snipes, hustlers and useless pundits who failed to make big data and data lakes the success of the 2010s have set their vulture-eyed sights on data warehousing. It’s not smart, it is not funny, and it does no one any service.
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Martyn Rhisiart Jones
2nd November 2025
Suppose you enjoy, abhor or are simply bored with the massive surfeit of hype surrounding degenerative AI. In that case, you might just hate these less-than-faithful quotes as well.
If you enjoy one or two of the quotes, well, then that’s an acceptable bonus too.
So, to begin at the beginning…
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Martyn Jones and Celine de Santiago
Madrid, Spain – 2nd November 2025
The world of generative AI is full of definitions, terms, buzzwords and monikers. Here are the definitions for twelve of the most important, pertinent and impressive terms found in the fantastic, exciting and revolutionary field. Enjoy the ride!
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Sir Afilonius Rex
Manhattan, New York, USA
1st November 2025
Inspired by conversations with Selina AItana Goya
Move over, data scientists, those earnest souls hunched over Jupyter notebooks, nursing lukewarm flat whites and dreaming of p-values. The new aristocrats of the algorithm have arrived, and they speak in barely audible breaths. Whispering AI specialists, the hushed virtuosos who coax meaning from murmurs, have quietly annexed the crown once worn by the “sexiest job of the 21st century”. (Apologies to Harvard Business Review; even the sexiest jobs suffer from inflationary pressures.)These soft-spoken savants are not merely surviving the generative-AI rollercoaster; they are redesigning the ride, adding velvet restraints and mood lighting. To avoid being flung into the souvenir shop of obsolescence, you must master ten career-extending hacks. Consider them the conversational equivalent of whispering sweet nothings into a supercomputer’s ear: intimate, precise, and oddly lucrative.
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27th October 2025
Galicia, Spain, European Union
Every age has its prophets. The Victorians had their mesmerists, the 1990s had their dot-com futurists, the 2000s had our wacky and dishonest Big Data clowns, and we — lucky us — have our AI influencers, the brave souls who can turn a prompt into a keynote, a hallucination into a business model, and a buzzword into a lifestyle.
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