Providers and deployers of AI systems: You only have a couple of weeks left until you must explicitly inform users when they are interacting with AI content.

To assist in the effort, the European Commission (Commission) has published guidelines to help AI deployers get in line with the AI Act’s transparency obligations, which will begin to go into effect on August 2.

After that, companies providing AI systems must alert users when they are interacting with AI. They must also tell users when they have been exposed to deepfakes, “emotion recognition,” or biometric categorization systems, or when they are given AI-manipulated content in matters of “public interests without human review or editorial control.”

Henna Virkkunen, the Commission’s executive VP for tech sovereignty, security and democracy, said in a statement, “with today’s guidelines, the Commission supports the smooth and effective application of the AI Act to make AI systems interacting with people such as chatbots and AI agents and AI content more transparent and trustworthy. These guidelines support providers and deployers in meeting their obligations under the AI Act, while helping citizens know when they are interacting with AI.”

Systems must include machine-readable markers to reveal such content, to reduce “the risk of deception and manipulation” and build public trust in AI.

“Generative systems have collapsed the cost of producing convincing content while the cost of judging it stands where it always stood,” said Sanchit Vir Gogia, chief analyst at Greyhound Research. This requirement is “an attempt to restore friction to that imbalance.”

A company’s non-compliance could result in fines anywhere from €750K (about $856K) to €15M (about $17 million), or even up to 3% of its total worldwide annual revenue.

Transparency requirements

The EU AI Act’s transparency requirements apply to “natural or legal persons,” public authorities, agencies, or other bodies that develop AI systems, or have them developed, and place them on the EU market or into use under their name or trademark. This means all companies, regardless of whether or not they are EU-based.

“Systems placed on the European market, put into service there, or producing outputs used there are inside the field, wherever the developer sits,” Gogia noted.

Applicable systems must be intended to interact directly with “natural persons”; these systems include AI-enabled chatbots or conversational agents, AI companions, or coding agents. However, AI-enabled tools like recommender systems, spam filters, authentication, search and retrieval, transcription, text and code auto-completion, or predictive maintenance do not fall under the rule.

Specific outputs such as AI-generated text, images, video, and audio must contain a machine-readable mark. Deepfakes and public interest-related text created by AI without human review or control must be clearly labeled, however, deepfake content that is “artistic, creative, satirical, or fictional” is largely exempt.

AI content must be marked with one of three labels: “AI,” “Fully AI-generated,” or “Partially AI-modified.” For instance, “Fully AI-generated” applies when news summaries, music, art, or videos have been created without any human oversight (apart from prompting), while “partially AI-modified” could mean a person’s face is swapped into an authentic photograph to create a deepfake.

The three icons are publicly available for free use; enterprises can download zip files in PNG and SVG formats.

Most of the Act’s transparency rules begin to go into effect on August 2. But AI systems placed on the market before then will have some leeway; they must be in compliance by December 2.

However, a four-month allowance “on one obligation, for one population of systems, contingent on one procedural step, is not a strategy,” Gogia emphasized. Enterprises should plan to comply by August 2 and “treat any relief that arrives as margin.”

A consistent code of practice

Along with the transparency guidelines, the Commission has introduced a code of practice that essentially serves as a gesture of good faith. When signed, it can provide “legal certainty” and a “simple and practical” way to demonstrate compliance with the AI Act, according to the Commission. Signatories can also collaborate through the ‘Signatory Taskforce,’ which will share practices and advance technologies around marking and labeling practices.

Providers that choose not to sign must comply through other methods and demonstrate that those methods are “adequate” through assessment by surveillance authorities, according to the Commission.

Non-signatories “keep their flexibility, and will face more case-by-case scrutiny for it,” said Gogia.

Criteria for compliance

Shashi Bellamkonda, principal research director at Info-Tech Research Group, pointed out that the transparency requirements apply to content only when three criteria are met: It has been published, is informative to the public, or is on matters of public interest.

B2B business content or blogs may not need an AI disclosure if they do not meet these criteria, he noted. Also, published text that has undergone human review or is under editorial control does not need to be labeled. Editorial control means that a person must hold the ultimate legal responsibility for the publication of the content.

Many companies like Google, Adobe, and LinkedIn have already established ways to identify images marked as AI-generated. Meta has made it a requirement, but the creator has to add the AI-generated label, Bellamkonda said.

“This is a good move for guardrails around public information, and companies with good compliance and ethical oversight may not have to worry about this,” he noted. But as a general practice, companies should disclose AI-generated content and state whether it has been human reviewed.

Creating a transparency pipeline

Establishing full transparency means identifying who carries the responsibility for the content, whether the marking survives real use, not just testing, and what evidence will defend the decision, Gogia said.

Concerns cluster around responsibility, durability and evidence. Several organizations usually touch one piece of content, and none controls the whole chain, which is why contracts become the “pressure point,” he said. Most current agreements were written to deliver software and say “almost nothing” about provenance persistence, verification access, or evidence retention.

The durability concern is the most difficult, Gogia noted, because marking performs well in controlled settings but “badly in ordinary life.” Meta, for one, said its invisible watermark was designed to survive cropping; a published test, however, found the company’s preview detector missed 55% of cropped images.

“CIOs should ask which platform can actually provide evidence before believing its dashboard,” said Gogia.

Disclosure of AI use must be “clear, distinguishable and accessible,” he emphasized. “A notice buried in lengthy terms, or reachable only through determined clicking, satisfies nobody, least of all a market surveillance authority.”

Sustained compliance is a “living control” requiring a central record of systems, duties and evidence; testing taking place where the user meets the control rather than where the developer built it; and continuous supplier assurance. Enforcement will vary by country, so keep one common baseline with local overlays, Gogia said.

His advice: Inventory every system that talks to people, generates content, or gauges sentiment; classify provider and deployer roles; place disclosures at first interaction; define substantive human review; keep the evidence.

Marks and provenance signals should be tested after content undergoes cropping, compression, translation, transcription, and other editing, Gogia said. A useful audit starts from a real output and follows its “pulse” through generation, editing and publication, identifying at “each beat” the responsible party, the surviving mark, and evidence for exceptions. Missed labels should also be traced for root cause and recurrence.

To ensure compliance, before August 2, enterprises need a prioritized inventory, live disclosures on the highest-risk use cases, and a “named owner for every control,” he noted. In the first 30 days, they should stabilize and test; in the first 90 days, push requirements into procurement processes as a standing discipline. Procurement must secure commitments on marking methods, known failure modes, and evidence access, with explicit notice if/when any of them change.

“The sensible architecture is a common transparency baseline carrying traceability, responsibility, and evidence, with jurisdictional overlays for language, sector rules, and local practice,” Gogia said.

This article originally appeared on CIO.com.

As Apple gears up to anoint John Ternus the new company CEO in September (while current leader Tim Cook takes a seat on the board) the company appears to be firing on all cylinders ahead of the leadership transition. 

What’s going well

Just look at the evidence: 

• Apple is building market share across its entire product range; even memory-driven price inflation doesn’t seem to have dampened demand for its hardware yet.
• While Apple had to raise prices, the company’s MacBook Neo remains seriously popular. It’s sitting atop Amazon’s US best-selling chart, which currently includes six Macs in the top 10. The Neo has topped this chart since its introduction.
• Apple’s iPhone 17 series continues to sell well, with recent market data showing sustained growth. Both Counterpoint and IDC tell us that iPhone shipments continue to increase, even as other vendor shipments slide.
• IDC analyst Francisco Jeronimo recently estimated that Apple’s upcoming foldable iPhone Ultra could grab 29.4% of global folding smartphone sales this year, rising to 34.9% in 2027.
• The company’s new 27 series of operating systems is attracting a great response as beta testers report that it is already solid, stable, and performing well.
• The AI narrative has really changed, with analysts no longer quite so starry-eyed at the prospects for the big frontier AI firms. Apple’s edge-AI-enabling approach is winning converts.

What’s coming up

The company’s newly-filed lawsuit against OpenAI may or may not succeed, but it will certainly help consolidate recognition of the importance of Apple’s designs and intellectual property in whatever hardware emerges from the AI firm. It also means both Apple and OpenAI are already competing in hardware, even though neither company yet offers anything that directly challenges the other. 

Apple has just set out its stall to brand-loyal fans in a big way and did so before OpenAI gets to woo the same set of customers with a wriggle of its Jony Ive-tinged talisman.

The stage is set for intense competition between the two. Though some say Apple’s needs to improve employee retention, if it does find proof of efforts to use recruitment to engage in industrial espionage, it’ll be easier to represent its own products as being the OG for new hardware. 

If nothing else, it means consumers will forever be asking, “If OpenAI’s designers are so good, why did it need to poach them from Apple?” Doubt is a weapon.

Managing perception

It doesn’t matter how the case goes, because there fight is already affecting consumer psychology. It also means that as Ternus prepares to take his seat atop the rainbow-colored Apple throne, we can already size him up. “A man is measured by his enemies,” Joe Abercrombie wrote in “The Trouble With Peace.”

Given the proximity of the leadership transition, it’s highly probable that Ternus signed-off on the litigation; in doing so he — and Apple — tell us to expect more of the same. 

Apple has, rightly or wrongly, decided that OpenAI will become its new existential bugbear, following in the footsteps of Microsoft Windows, Real Networks, Adobe Flash, Android, and Samsung, all of whom have been useful foils against which Apple has been able to build and maintain its identity.

Looking at that list, you’d be tempted to believe that nothing much is new. Apple has often defined itself by the enemies it sometimes keeps. What has been will be again, which in this case means even as OpenAI attempts to carve out an identity as a hardware manufacturer delivering solutions to compete with Apple and Google, Ternus’ team’s looks to drive a consensus-shaped wedge into the pro-LLM propaganda. 

That blow comes as Apple finally gets its act together around AI, and as the company prepares for a future in which the world’s most-used wearable device also becomes the wearable way to woo Siri AI.

My kingdom come

Rising market share, powerful solutions, an increasingly recognized and respected approach to AI, and an ideological crusade — these details constitute Apple’s place today and are Tim Cook’s coronation gift to Ternus. He’s passing along a strong and hyper-profitable baton that screams of timeliness and relevance even as the company gets set, ready, to go with a year or two of new product designs, new product families, and a 20^thanniversary iPhone.

This is Apple’s party. OpenAI’s name didn’t make the list. 

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Here in this high-tech era of 2026, keeping important info backed up and synced should be effortless and something that just happens on its own, automatically, without any actual thought or ongoing human effort.

In many areas of our digital life, that mercifully does Just Work™ in exactly that way. Fire up an email in most modern mail services, and you can stop at any point and find your in-progress draft in that same app on any other device. The same applies to any file you’re finessing within Google Drive or other cloud storage services or document you’re dawdling over in Docs.

One area where seamless syncing somehow still doesn’t occur, though, is in the domain of downloaded documents on Android. If someone sends you a PDF or a Word file and you save it to your phone, that file exists in an archaic-seeming silo — only locally, on that one gadget. And that, of course, means (a) you can’t access it from any other device, and (b) if you misplace your phone or move into a new one at some point along the way, the file will be left behind in time and entirely unavailable.

Well, take a moment to join me in celebration: Amidst all the Gemini gobbledegook that no one asked for (and that often falls somewhere between “pointless” and “actively counterproductive”), Google’s giving us a major upgrade to Android’s backup capabilities right now. It’s a simple-seeming switch buried in your system settings, and it’s up to you to find and activate it.

Once you do, though, those once-orphaned documents on your Android device’s local storage will be perpetually synced and protected, automatically, without any ongoing thought or effort.

All you’ve gotta do is find and flip that one new switch.

[Don’t let yourself miss an ounce of Android Intelligence. Join my free weekly Android Intelligence newsletter and get one new thing to try in your inbox every Friday!]

The Android backup lowdown

So, for a quick bit of pertinent context on this: Android’s backup systems have actually come a really long way over the years.

‘Twas a time, y’see, when little to nothing about you would sync and carry over automatically from one Android device to another. Years ago — back in the ancient-seeming prehistoric era of the early 2010s — Android enthusiasts in the know would rely on community-created third-party apps for everything from remembering and resyncing downloaded apps to restoring data from within those apps and onward. And reconfiguring your system preferences would be a whole time-consuming song and dance every single time you reset a device or moved into a new one, as little to nothing would automatically carry over.

Most of that stuff is now effortless and automatic. And, thanks to apps like Google Messages, Calendar, Drive, and Docs, many other areas of important data are also synced on their own at the app level — outside of any system mechanisms.

Locally stored files, however, have remained an awkward omission. To this day, anything you download on any Android device exists only on that one device and isn’t synced or backed up anywhere. The only way that happens is — in a blast-from-the-past twist — if you go out of your way to find and set up a third-party app to handle the heavy lifting.

That brings us to today. Right now, as we speak, Google’s in the midst of sending out a quiet under-the-hood update that (brace yourself…) adds in the option to automatically sync and back up any documents on your device as a native part of Android’s backup setup.

See?

The option is on its way to all devices running 2018’s Android 9 release and higher. (If you’re still using a phone with an Android version older than that, you’re now a whopping eight years out of date, and you have much bigger problems.)

Once the added option is present and available for you, you’re literally lookin’ at 10 seconds to find and activate it.

Lemme show ya how.

Android’s document backup addition

I promise: This couldn’t be much simpler.

No matter what kind of Android device is in front of you, just head into your system settings and open the section called “Accounts and backup,” “Back up or copy data,” or something along those same lines. (The exact wording can vary based on who made your device and when it was released or last updated.)

Either tap the line labeled “Google Backup” or look for an option to “Back up data” via Google Drive. You should then either see a series of options for different areas of available backup right then and there — or, depending on your device, you might have to tap a line labeled “Other device data” (or something similar) to find the full list of possibilities.

However you get there, once you’re lookin’ at that list, you’ll see a newly added line for “Documents” if this latest under-the-hood update has reached you.

And from there, all that’s left is to tap it and enable the switch to include that in your automated backups from that moment forward.

If you aren’t seeing the option yet, don’t panic. Google always sends these under-the-hood updates out bit by bit over time, so the change probably just hasn’t reached your device quite yet. As long as you’re running Android 9 or higher, it’ll get there. Set yourself a reminder to check back once a week or so. Odds are, you’ll see it pretty soon.

Notably, all documents synced in this way are always encrypted for security, and they’re kept in your personal (or, depending on the nature of your account, perhaps company-connected) Google Drive storage. That does mean they’ll count against your overall Google storage total, so keep an eye on your Drive storage total to make sure you’re in solid shape and look to the Google One storage hub if you ever want some simple suggestions for freeing up space.

Speaking of other Google services: If you ever want to keep other types of locally stored non-document files from an Android device synced and available elsewhere, you can easily rely on Google Photos for syncing screenshots and other images — after enabling sync in general, be sure to look in the app’s “Collections” areas to find the “On this device” folder and then flip the toggle to “Backup all device folders” (or get more nuanced and open specific individual on-device folders if you want to sync some but not all of those areas) — and you can still turn to those aforementioned third-party apps for broader syncing of anything else imaginable.

But with documents now being handled automatically and natively, that’s one big worry now out of your hair. Just note that the onus will fall on you to find and flip the switch and actively opt in to the feature on each and every Android device you’re using.

Take 10 seconds to do that, though, and you’ll have one less void in your Android data arena. And you don’t need Gemini to tell you that that can only be a good thing.

Get practical Android knowledge in your inbox every Friday with my free Android Intelligence newsletter — one new thing to try each week, straight from me to you.

Among a range of factors leading to a wave of tech sector layoffs in 2026 is the rapid rise of artificial intelligence and automation. Companies are reconfiguring their workforces to leverage AI for increased efficiency and reduced operating costs. This realignment and reduction is implemented even by companies reporting strong financial performance.

But it’s not just AI leading to workforce cuts. Complementing this technological shift are ongoing economic uncertainty, inflation, and higher interest rates, compounded by a chip shortage and rising energy costs. This mix is driving companies to cut costs and streamline operations for increased efficiency.

According to data compiled by Layoffs.fyi, an online tracker that keep tabs on job losses in the technology sector, 123,941 tech employees were laid off at 269 companies in 2025. The site also reports that 71,981 government employees were laid off by DOGE alone, with 182,528 total federal workers laid off.

Here is a list — to be updated regularly — of some of the most prominent technology layoffs the industry has experienced recently.

Notable tech layoffs in 2026

• Monday.com
• Microsoft
• Meta
• Cisco
• Cloudflare
• Oracle
• Atlassian
• Salesforce
• Amazon
• Ericsson

July 22, 2026: Monday.com cuts 20% of its workforce to restructure for the AI era

The company says the decision to cut 620 jobs isn’t about margins, but about creating a flatter organization built around AI agents, autonomous teams, and deeper customer engagement.

July 6, 2026: Microsoft cuts 4,800 jobs, primarily in sales and Xbox teams

As the company trims thousands of jobs, it’s also investing in embedded engineering teams and AI infrastructure. The layoffs come several weeks after the company offered 8,750 US employees voluntary retirement buyouts.

June 5, 2026: Tech industry cut 38,242 jobs in May, worst since 2024

AI was blamed for 40% of the job cuts in May, up from 7% in January, according to research by employment placement company Challenger, Gray & Christmas.

May 20, 2026: Meta cuts 8,000 jobs, around 10% of workforce

The cuts are expected to expected to hit Meta’s engineering and product teams the hardest, arriving as Meta pivots toward AI to boost efficiency across its organization, according to Yahoo Tech.

May 13, 2026: Cisco to cut nearly 4,000 jobs despite strong growth in AI, enterprise networking

Despite reporting positive financial news — including record third-quarter revenue of $15.8 billion, a 12% year-over-year increase — Cisco said it will eliminate almost 4,000 jobs.

May 7, 2026: Cloudflare to cut 1,100 jobs in AI-focused restructuring

About 20% of Cloudflare’s global workforce will be culled as the company pivots for the agentic AI era, Reuters reported.

April 1, 2026: Oracle to cut up to 30,000 jobs globally, putting enterprise support and roadmaps at risk

Oracle began laying off employees on March 31 in what could be the largest workforce reduction in the company’s history. Employees received termination emails at 6 a.m. local time with immediate system lockouts and no prior warning. (Note: in June, CNBC put the final layoff tally at 21,000.)

March 12, 2026: Atlassian cuts 1,600 jobs to fund AI and enterprise expansion

Atlassian will reduce its global workforce by approximately 10%, eliminating around 1,600 roles, as the collaboration software maker redirects capital toward artificial intelligence development and enterprise sales.

March 11, 2026: Tech layoffs surpass 45,000 in early 2026

A recent analysis by RationalFX found 45,363 job cuts globally so far this year—with roughly 68% or more than 30,000 occurring in the U.S. — highlighting ongoing workforce cuts even as many tech companies report strong revenue growth.

February 10, 2026: Salesforce lays off staffers as executive leadership churn continues

Salesforce has reduced close to 1,000 roles earlier this month across teams, including marketing, product management, data analytics, and its Agentforce AI unit, Business Insider reported, quoting employees familiar with the matter.

January 23, 2026: Amazon layoffs expected to disproportionately hit AWS and tech talent

As the market slows down, AWS and other Amazon units are preparing for another round of layoffs, which is expected to overwhelmingly impact tech talent. An email from HR leader Beth Galetti on Jan. 28 confirmed 16,000 job cuts.

January 15, 2026: Ericsson plans to shed 1,600 jobs in Sweden

 Ericsson lans to cut some 1,600 jobs in Sweden, the telecommunications equipment maker said doubling down on recent cost-saving measures that have helped it weather a prolonged downturn in telecoms spending, Reuters reports.

January 13, 2026: Meta plans to cut around 10% of employees in Reality Labs business

Meta plans to cut around 10% of the employees in its Reality Labs division who work on products including the metaverse, according to three people with knowledge of the discussions, according to The New York Times.

Layoffs in 2025

• Cisco
• Oracle
• Windsurf
• Intel
• Microsoft
• Crowdstrike
• HPE
• Autodesk
• HPE
• CISA
• Workday
• Salesforce
• Meta

Global tech-sector layoffs surpass 244,000 in 2025

Economic uncertainty, elevated interest rates, and AI adoption have driven workforce reductions across tech companies worldwide, according to a RationalFX report.

October 28, 2025: Amazon to cut 14,000 jobs across company

Amazon will reduce its overall workforce by 14,000, cutting layers of management across the company and hiring in some areas to support its “biggest bets”.

August 18, 2025: Cisco and Oracle to cut hundreds of Bay Area jobs

Tech companies Cisco and Oracle are cutting hundreds of jobs across the Bay Area. Cisco will eliminate 221 positions at its Milpitas and San Francisco offices, effective Oct. 13. Oracle is reducing 101 positions in Santa Clara on the same date 

August 5, 2025: 3 weeks after acquiring Windsurf, Cognition offers staff the exit door

Cognition, the AI coding startup that acquired rival company Windsurf three weeks ago, laid off 30 employees last week and is offering buyouts to the roughly 200 remaining employees on the team, reports The Information.

July 25, 2025, Intel to lay off 22% of workforce, CEO Tan signals ‘no more blank checks’

Intel will reduce its workforce to 75,000 employees by the end of 2025 as new CEO Lip-Bu Tan implements sweeping changes designed to transform the struggling chipmaker

July 8, 2025, Intel layoffs begin: Chipmaker is cutting many thousands of jobs

Intel has begun laying off employees across the company. CEO Lip-Bu Tan told workers back in April to expect major layoffs at Intel in the coming months as the chipmaker slashes costs and overhauls its organization after years of technical setbacks and falling sales.

July 2, 2025: Microsoft will cut 9,000 workers

Microsoft will lay off about 9,000 employees, a source familiar with the workforce cut told CNBC.  The cuts will reportedly affect less than 4% of Microsoft’s global workforce and will impact different teams, geographies and levels of experience. This is the latest in a string of cuts the tech giant has made this year.

June 17, 2025: Intel looks to factory layoffs to return to profitability

Intel will lay off up to 20% of its manufacturing sector employees starting in July, according to media reports, as the company looks for options as it seeks a return to profitability. The cuts reportedly will be made around the world, but some of the layoffs will be closer to home, according to a report in The Oregonian citing an internal company memo from Intel manufacturing Vice President Naga Chandrasekaran.

May 7, 2025: CrowdStrike to lay off 5% of staff

CrowdStrike announced a plan to cut about 500 roles, roughly 5% of its workforce, to streamline operations and reduce costs. The cybersecurity company will incur about $36 million to $53 million in charges related to the layoffs

March 6, 2025: HPE cuts 2,500 jobs, remains committed to Juniper buy

CEO Antonio Neri told Wall Street analysts that HPE would begin implementing a cost-cutting program involving layoffs of about 2,500 employees over the next 18 months. HPE employs about 61,000 people worldwide.

Feb. 27, 2025: Autodesk to lay off 9% of workforce

Software maker Autodesk is laying off 1,350 staff. With the rise of subscription and multi-year contracts billed annually, and self-service enablement, it finds it needs fewer sales staff, CEO Andrew Anagnost said in a message to employees. And with its cloud, platform, and AI products proving most profitable, it’s concentrating its staff and investments there.

Feb. 27, 2025: HP to lay off 2,000 more

As part of an ongoing restructuring, HP plans to lay off up to another 2,000 workers. In recent weeks, the company has tried — unsuccessfully — to do away with telephone support staff by forcing callers to wait for at least 15 minutes if they refuse to use self-service support resources online. The company swiftly backtracked, but wider job cuts are still on.

Feb. 21, 2025: CISA lays off 130

Government employees get laid off too: In this case, 130 workers at the US Cybersecurity and Infrastructure Security Agency are being shown the door as a result of a DOGE decision. Cybersecurity experts are concerned that the cuts will harm the international collaborations that CISA has fostered, quite apart from their concerns about the security of the DOGE layoff process itself.

Feb. 5, 2025: Workday lays off 1,750

As it moves to invest more in AI and international growth, Workday is laying off 8.5% of its workforce and disposing of unused office space. Some analysts fear the cutbacks will affect the company’s customer service — unless AI can pick up the slack.

Feb. 4, 2025: Salesforce lays off over 1,000

At the same time as it’s hiring sales staff for its new artificial intelligence products, Salesforce is laying off over 1,000 workers across the company, according to Bloomberg. As of June, 2024, the company had over 72,000 employees, according to its website. Salesforce did not comment on the report. In 2024 the company reportedly laid off around 1,000 staff too, in two waves: January and July.

Jan. 14, 2025: Meta will lay off 5% of workforce

Mark Zuckerberg told Meta employees he intended to “move out the low performers faster” in an internal memo reported by Bloomberg. The memo announced that the company will lay off 5% of its staff, or around 3,600 staff, beginning Feb. 10. The company had already reduced its headcount by 5% in 2024 through natural attrition, the memo said. Among those leaving the company will be staff previously responsible for fact checking of posts on its social media platforms in the US, as the company begins relying on its users to police content.

Tech layoffs in 2024

• Equinix
• AMD
• Freshworks
• Cisco
• General Motors
• Intel
• OpenText
• Microsoft
• AWS
• Dell

Nov. 26, 2024: Equinix to cut 3% of staff

Despite intense demand for its data center capacity, Equinix is planning to lay off 3% of its workforce, or around 400 employees. The announcement followed the appointment of Adaire Fox-Martin to replace Charles Meyers as CEO and the departures of two other senior executives, CIO Milind Wagle and CISO Michael Montoya.

Nov. 13, 2024: AMD to cut 4% of workforce

AMD will lay off around 1,000 employees as it pivots towards developing AI-focused chips, it said. The move came as a surprise to staff, as the company also reported strong quarterly earnings.

Nov. 7, 2024: Freshworks lays off 660

Enterprise software vendor Freshworks laid off around 660 staff, or around 13% of its headcount, despite reporting increased revenue and profits in its fourth fiscal quarter. The company described the layoffs as a realignment of its global workforce.

Sept. 17, 2024: Cisco lays off 6,000

After laying off around 4,200 staff in February, Cisco is at it again, laying off another 6,000 or around 7% of its workforce. Among the divisions affected were its threat intelligence unit, Talos Security.

Aug. 20, 2024: General Motors lays off 1,000 software staff

More than 1,000 software and services staff are on the way out at General Motors, signalling that it could be rethinking its digital transformation strategy. In an internal memo, the company said that it was moving resources to its highest-priority work and flattening hierarchies.

August 1, 2024: Intel removes 15,000 roles

Intel plans to cut its workforce by around 15% to reduce costs after a disastrous second quarter. Revenue for the three months to June 29 stagnated at around $12.8 billion, but net income fell 85% to $83 million, prompting CEO Pat Gelsinger to bring forward a company-wide meeting in order to announce that 15,000 staff would lose their jobs. “This is an incredibly hard day for Intel as we are making some of the most consequential changes in our company’s history,” Gelsinger wrote in an email to staff, continuing: “Our revenues have not grown as expected — and we’ve yet to fully benefit from powerful trends, like AI. Our costs are too high, our margins are too low. We need bolder actions to address both — particularly given our financial results and outlook for the second half of 2024, which is tougher than previously expected.”

July 4, 2024: OpenText to lay off 1,200

OpenText said it will lay off 1,200 staff, or about 1.7% of its workforce, in a bid to save around $100 million annually. It plans to hire new sales and engineering staff in other areas in 2025, it said.

June 4, 2024: Microsoft lays off staff in Azure division

Microsoft laid off staff in several teams supporting its cloud services, including Azure for Operations and Mission Engineering. The company didn’t say exactly how many staff were leaving.

April 4, 2024: Amazon downsizes AWS in a fresh cost-cutting round

Amazon announced hundreds of layoffs in the sales and marketing teams of its AWS cloud services division — and also in the technology development teams for its physical retail stores, as it stepped back from efforts to generalize the “Just Walk Out” technology built for its Amazon Fresh grocery stores.

April 1, 2024: Dell acknowledges 13,000 job cuts

Dell Technologies’ latest 10K filing with the US Securities and Exchange Commission disclosed that the company had laid off 13,000 employees over the course of the 2023 fiscal year; it characterized the layoffs and other reorganizational moves as cost-cutting measures. “These actions resulted in a reduction in our overall headcount,” the company said. A comparison to the previous year’s 10K filing, performed by The Register, found that Dell employed 133,000 people at that point, compared to 120,000 as of February 2024. Dell announced layoffs of 6,650 staffers on Feb. 6, but it is unclear whether those cuts were reflected in the numbers from this year’s 10K statement.

See news of earlier layoffs.

Traditional phishing techniques are in decline as a result of the disruption of the Tycoon2FA phishing-as-a-service (PHaaS) platform, Microsoft said in a new report, “Email threat landscape: Q2 2026 trends and insights”.

“Phishing volume linked to the platform fell 92% from pre-disruption averages, including QR code phishing and CAPTCHA-gated phishing both declining from their March highs,” the company wrote in the report.

The takedown reduced activity across multiple phishing categories, forcing attackers to shift to newer delivery methods.

Riding this shift in were a few notable phishing campaigns, including an automated business email compromise (BEC) campaign that reached 42,000 organizations in under three hours, and a multi-stage phishing campaign that used nested email (EML) files, calendar invitations, and a Microsoft authentication redirect to deliver malware.

To counter phishing attacks, Microsoft recommends blocking emails containing known bad URLs/ subject fields, enabling password-less authentication methods, or moving to MFA for accounts that still require passwords.

Tycoon2FA disruption sent attackers exploring

The take-down of Tycoon2FA forced its operators to abandon portions of their infrastructure and rework hosting, domain registrations, and delivery mechanisms.

“After falling 15% in March and another 22% in April, Tycoon2FA-linked phishing volume dropped 74% in May to just 1.5 million messages, then fell another 20% in June to 1.2 million, by far the lowest monthly volumes observed in at least a year,” Microsoft said.

The decline extended to QR Code lures and fake CAPTCHA pages, two phishing techniques in which Tycoon2FA accounted for 12% and 14% of industry activity in June, respectively. This indicated that the platform’s customer base had not been able to migrate to a replacement infrastructure.

But cutting off one head of the hacker hydra only gave rise to new tactics elsewhere.

The adaptation came in the form of using Microsoft Teams as a social engineering channel. Attackers established conversations to build trust before attempting credential theft or delivering malicious payloads. “Teams-based phishing volume climbed steadily throughout Q2, with the average number of detected attacks rising 19% from March to April, holding roughly flat into May (+1%), then increasing another 10% into June,” Microsoft said.

Microsoft also observed a highly automated BEC campaign that reached over 67,000 users using scripted emails, Amazon Simple Email Service (SES), and engagement tracking, alongside a separate phishing campaign targeting 107,000 users that abused Microsoft’s authentication flow and trusted cloud services, including Teams archive recording and ICS calendar invite, to disguise malware delivery behind legitimate infrastructure.

Phishing changes but the defense doesn’t

While QR Code and Captcha-based phishing attacks dropped significantly in the second quarter, business email compromise (BEC) charted jumped 121% between March and April, before dropping down again in May.

QR Code phishing represented 8.3 million attacks in June 2026, down from a peak of 18.7 million in March. Similarly, Captcha-gated phishing fell from 12 million attacks in March to 2.2 million in June.

BEC attacks hit 9 million in March, falling to 3.9 million in June.

But even as these phishing classics lost momentum and newer techniques emerged, Microsoft’s defensive advice remained rooted in the basics. It noted organizations should complement email filtering with phishing-resistant authentication such as passkeys and phishing-resistant MFA to reduce the effectiveness of credential theft campaigns.

The company also recommended strengthening Exchange Online Protection and Microsoft Defender for Office 365 with capabilities such as Safe links and Zero-hour Auto Purge (ZAP), in which malicious emails already delivered to mailboxes are removed before they are read, alongside enforcing password-less authentication methods like Windows Hello, FIDO keys, and Microsoft Authenticator.

Microsoft concluded its report with a list of indicators of compromise (IoCs) from the threats observed in the quarter to support detection efforts.

This article first appeared on CSO.

The European Commission has fined Google a total of €890 million ($1 billion) for its breaches of the Digital Market Act (DMA).

Just over half the fine — €460 million — was because Google illegally gave preference to its own services in Google Search results.

The remainder was because in the Google Play store for Android apps, the company prevented app developers from leading consumers to alternative, often cheaper, purchase channels. Under the DMA, app developers who distribute their apps via Google Play or Apple’s App Store should be able to inform customers of alternative offers.

Now Google must give third-party services featuring in its results the same treatment as its own services, and allow developers of apps in the Play Store to communicate about offers both in and outside the Play Store, or face further fines.

The Commission first raised these issues with Google in March 2025. In April of this year, the Commission laid out plans as to how Google should allow other third-parties to share its searches, suggestions that the tech firm firmly resisted. Earlier this month, the Commission also said  Android should be open to other AI agents and not limited to Google’s own Gemini.

Google is not the only US company to have fallen foul of the DMA. In April 2025, Apple was fined €500 million for breaching the Act and, last month, the Commission fired the first shots at cloud hyperscalers Microsoft and Amazon.

Every CIO I speak with today is wrestling with some version of the same question: How do we move faster with AI and deliver on our commitments?

It’s an understandable concern. Boards and CEOs are asking about AI. Business leaders are experimenting with use cases. Employees are discovering tools daily, while technology vendors promise unprecedented gains in productivity, innovation, and competitive advantage.

After hundreds of conversations with technology executives over the past year, I’ve become convinced that speed isn’t the real issue. The organizations pulling away from the pack aren’t necessarily adopting AI faster than everyone else. They’re executing more effectively — a subtle distinction that represents one of the defining leadership challenges of the AI era.

Technology has never been the hardest part of transformation. People, priorities, culture, and operating models are the biggest challenges. The ability to translate bold boardroom aspirations into thousands of thoughtful decisions made every day by architects, engineers, product managers, analysts, and business leaders is where competitive advantage is created. AI may be accelerating the pace of change, but it hasn’t changed that fundamental truth.

I’ve met plenty of executives who are exceptional in the boardroom. They know how to frame a vision, influence a board, and build confidence among investors and business leaders. I’ve also met remarkable technologists who instinctively understand the architectural decisions, engineering tradeoffs, and implementation details that determine how great ideas become reality. Modern CIOs, however, must move comfortably between both worlds. Afshean Talasaz is one who stands out among this rare breed.

Long before becoming CIO of Colonial Pipeline, Talasaz built his career from the ground up as a business professional, data scientist, and technologist. He has designed enterprise platforms, built AI capabilities, led technology organizations, and partnered closely with executive leadership teams on business transformation. Today, as an executive in residence with our Practitioners for Practitioners (P4P) community, he helps CIOs and business leaders navigate one of the most significant technology shifts of our generation.

While Talasaz brings deep knowledge of data and AI to the table, his greatest strength is his ability to create strategy and connect it with execution. He can spend the morning discussing enterprise reinvention with the board and the afternoon debating architectural principles with the teams responsible for bringing that vision to life.

That versatility gives Talasaz a unique lens on how CIOs can deliver value with AI.

Software companies have a term for engineers who understand every layer of the technology stack: full-stack developers. Listen to Talasaz and it becomes evident that the AI era requires something similar from technology leaders: a full-stack CIO.

The full-stack CIO: Leading with clarity

A full-stack CIO understands how every layer of the enterprise influences the next. They recognize that every strategic priority becomes a portfolio investment, every investment shapes an operating model, every operating model influences architecture, every architecture choice informs product decisions, every product decision shapes engineering priorities.

The best CIOs understand both ends of that journey. The extraordinary ones understand everything in between.

And those who execute best lead with clarity, Talasaz says.

“Everyone, from executives to middle managers to the people writing code, should be able to explain what we’re trying to achieve,” he emphasizes. “Clarity isn’t that we’ve handed out the PowerPoint. It’s that people genuinely understand where we’re going and can articulate it in their own language.”

One of the unintended consequences of the AI boom is that organizations are beginning to confuse activity with alignment. They have AI councils, AI governance committees, AI innovation labs, AI centers of excellence, AI pilots, and AI roadmaps. Yet if you stop ten people in the hallway and ask a deceptively simple question, What business problem are we actually trying to solve? you’ll often hear ten different answers.

As a result, architects optimize for one objective while product teams optimize for another. Business units pursue opportunities that seem perfectly reasonable from their perspective. Engineers make thoughtful technical decisions based on the information available to them. Individually, none of those decisions are necessarily wrong. Collectively, however, they create organizational drift. AI doesn’t create that problem. It simply accelerates the consequences.

And while AI can be a force multiplier for the positive when every decision is guided by a shared understanding of where the organization is headed, it can also be a force multiplier for the negative, resulting in an organization simply moving faster in different directions.

“When we have the fundamentals right, the tech infrastructure, the operating models, the nuances of how our business actually runs, we get the impacts of AI in a positive way,” Talasaz says. “When we don’t have those in place, AI can amplify the gaps or mute the benefits.”

At a time when so much of the conversation surrounding AI is focused on algorithms, agents, and automation, it’s an important reminder that organizations don’t execute strategy; people do.

Reducing organizational friction

Most executives are familiar with the concept of VUCA that characterizes today’s business environment. But Talasaz stresses the importance of turning this concern inward: “If the world outside our organizations is becoming more volatile, uncertain, complex, and ambiguous, what are we, as leaders, doing to the inside of our organizations?”

Leaders spend enormous amounts of time helping their organizations respond to external disruption but comparatively little time asking whether they are inadvertently re-creating those same conditions internally in response to those external needs. Are we reducing uncertainty or introducing more of it? Are we simplifying work or adding unnecessary complexity? Are we helping people focus on what matters most, or asking them to navigate competing priorities and shifting expectations?

Talasaz refers to this phenomenon as double VUCA — something I’ve witnessed repeatedly while working with CIOs over the past decade. Organizations often assume they’re struggling because of technology limitations when the real constraint is organizational friction. Teams wait for decisions. Priorities shift faster than roadmaps. Governance grows heavier. New committees are formed to solve problems created by existing committees. Everyone is working harder, yet the organization somehow feels slower.

AI amplifies both outcomes. Organizations with clarity become dramatically more effective because AI accelerates good decisions. Organizations without clarity simply accelerate confusion.

Operating model as strategy enabler

AI governance is one way to achieve greater clarity, but as Talasaz says, governance shouldn’t primarily exist inside policy manuals that few people read.

Instead, AI governance should be embedded in the daily rhythms of the organization, shaping how teams collaborate, how decisions are made, how products move from ideas into production, and how innovation happens safely without requiring constant escalation. In other words, it’s all about your operating model.

“If you had to pick one thing that isn’t technology, your operating model is the most important element for executing data and AI at scale,” he says.

The best operating models create enough clarity that capable people can make thousands of decisions independently and confidently, without having to wait for permission. By embedding good governance into the way it works, the organization becomes faster.

This advice echoes something I’ve heard repeatedly from some of the world’s most respected CIOs: High-performing organizations aren’t built on tighter control; they’re built on greater trust, supported by clear principles, shared expectations, and operating models that enable responsible decision-making at every level of the enterprise.

Talasaz points out that technology leaders tend to speak in terms of transformation. He suggests CIOs consider a different word: reinvention.

As he explains, transformation implies replacing what exists today with something new. Reinvention starts with a more clear-eyed and practical premise: Some things absolutely must change; others represent years, sometimes decades, of accumulated expertise, customer trust, operational discipline, and competitive advantage.

Reinvention is about building on those strengths while also creating new ways to deliver value. The leaders making the greatest progress in their AI journeys seem to recognize that it’s less about abandoning the past than thoughtfully preparing the organization for the future.

Closing the gap between strategy and execution

Full-stack CIOs must be able to map out the various layers of execution and planning that need to be done at every level of the organization to be successful. To help with this, Talasaz has developed a data and AI framework that draws on his own experiences “from the keyboard to the boardroom.”

As Talasaz sees it, too many organizations have been doing good work in isolation. “They’re doing a lot of the right things,” he says. “They’re just not connected.”

Boards may be discussing growth while business leaders redesign customer experiences. Product teams may be prioritizing new capabilities while architects modernize platforms. Data teams may be improving quality while engineers focus on delivery. Every group makes meaningful progress within its own domain, yet somewhere between strategy and execution, the connective tissue begins to disappear. Talasaz’s framework brings those connecting points to the forefront.

Crucially, the framework doesn’t begin with technology or AI or even with data. It begins with the experiences the organization hopes to create for its customers, employees, or partners. Many AI initiatives start with the question, “What can this technology do?” And indeed, we need to be inspired by the possibilities and challenged to think differently by what the technology can do. But, Talasaz emphasizes, we also need to ask what experiences we need to deliver for our business and how the technology can make that a reality.

The framework challenges CIOs to answer that question first. Only after the experiences are clearly defined does the conversation move to the capabilities required to deliver it, the business activities that support those capabilities, the AI and data products that enable them, and finally the data foundation that makes everything possible.

This shift in perspective ensures that, rather than allowing technology investments to search for business value, the business experience defines the technology required to deliver it. For CIOs, that’s more than a planning exercise. It’s a fundamentally different way of leading.

Over the coming months, the P4P community will be convening a series of small CxO roundtables to explore these issues and work more deeply with Afshean Talasaz’s 6×6 Data and AI Framework. CIOs and other enterprise leaders interested in participating are welcome to reach out to me directly.

The traditional methods of measuring success no longer tell the full story. Here’s what should replace them — and why.

In brief:

• AI is transforming software as a service (SaaS), and the old ways of keeping score no longer apply.
• Smart companies are evolving new metrics that provide deeper insight into how AI-native software is performing in a new marketplace.
• These changes impact everything from pricing to valuations.

The transformation of the software-as-a-service (SaaS) industry toward AI-native operating companies is rapidly changing the unit of value across the industry.

The traditional metric of seats — which measured access — is rapidly giving way to credits designed to measure work performed. This evolution is upending the industry in multiple ways, impacting everything from pricing to enterprise valuations.

While many companies still cling to seat-based metrics to measure growth, efficiency and durability, the future is likely to be one in which companies utilize a credit-centric metrics framework, with seats and outcomes as the bookends of a spectrum.

Why do software companies need new metrics?

Why the rethink, and why now? There are five major forces that are driving this shift:

1. The unit of value is changing. Seats measured who could access software, and credits measure what the software actually does. But in an AI-native world, agents don’t have seats; they have workloads. Over the past 18 months, every major SaaS platform has moved to some forms of credit or consumption unit.
2. The cost of goods sold (COGS) is exploding. AI inference adds real per-unit costs that scale with usage. In an AI-native world, software companies can’t scale to infinite users at near‑zero marginal cost as before.
3. Buying is moving up the org chart. AI-native applications shift purchasing to higher-level operators — such as line-of-business leaders or chief operating officers — which expands the market from software budgets to labor budgets. And because AI agents replace services as well as software, the total market opportunity is 3x to 10x larger than traditional SaaS.
4. Time to value (TTV) is collapsing. With AI-native tools, customers start seeing meaningful results in weeks rather than quarters. Onboarding and setup are fast, workflows are pre-built, and there’s no need for extensive customer success or professional services — dramatically reducing implementation time and costs.
5. Retention is bifurcating. AI forces clarity in a way that traditional SaaS couldn’t. Products that can provide value become even “stickier” and retain customers. Those that don’t churn faster. In an AI-native marketplace, the middle disappears.

How this shift is impacting pricing

Given how AI-native software is transforming the market, the shift to more variable pricing options is inevitable.

Seats won’t go away completely. Subscription pricing based on the number of users is stable and predictable and will continue to work for some customers. Tokens — the use of pass-through pricing for underlying compute — will fit those customers where the AI feature is commoditized or the buyer wants transparency into costs.

Credits will likely become the dominant architecture because they provide a simple metric for both customers and providers. The vendor sets the conversation ratio between credits and underlying compute, shielding the customer from inference cost details. Credits are easy to understand and can be packaged into annual contracts for multiple features and products.

Finally, the industry will likely see some move toward outcome-based pricing for results such as resolved tickets, recovered revenue or qualified leads. This strategy will mostly be limited to verticals where it is easy to prove AI impacted the result.

Where a software vendor sits on this spectrum is a signal of differentiation and pricing power. Credits are where most defensible AI-native businesses are landing because they balance customer predictability with vendor margin control.

How AI upends classic SaaS metrics

When SaaS was in its infancy, companies settled on key metrics designed to answer a small set of core questions. Are we growing? Are customers using the product? Are we retaining and expanding accounts?

But as AI upends software itself, it is also requiring companies to adopt new metrics to track success. These new metrics fall into three primary buckets, rebuilt around the pricing spectrum described earlier and the trend toward credits as the primary frame:

Revenue composition

• Committed credit annual recurring revenue (ARR) vs. burndown ARR: Measuring the credits sold on annual commitment vs. those consumed and replenished. This is the single most important split for valuation. Committed credits behave like subscription and burndown behaves like usage.
• Credit utilization rate: The percentage of purchased credits consumed per period. This is a leading indicator of renewal sizing.
• Credit burn velocity: How fast is a customer consuming their credits, and is that consumption increasing or decreasing quarter over quarter? This metric predicts expansion or contraction before it shows up in ARR.
• Effective price per credit: The real revenue per credit after discounts, overage and rollover, which can detect revenue leakage and help companies set smarter guide rails.

Margin reality

• Credit margin: The gross profit the company earns per credit after subtracting inference costs. This is the core economic unit for AI-native, usage-based businesses — the replacement for gross margin per seat used in SaaS.
• Inference-adjusted gross margin: By carving out AI inference costs separately in the P&L statement, you can see true AI margins, avoid hiding deterioration inside blended SaaS margins, and clearly distinguish AI economics from legacy SaaS economics.
• Compute leverage ratio: This metric measures how efficiently the business converts compute spend into revenue. It shows whether your AI margins are improving as you scale.
• AI-adjusted “Rule of 40”: This updated metric recalibrates the traditional growth and profitability benchmark to account for AI’s lower gross margins and variable inference costs, giving a more accurate picture of business health for AI-native companies.

Behavioral and value signals

• Time-to-first outcome: Replaces traditional onboarding metrics. Tracks how fast a customer reaches their first measurable result.
• Adoption: AI-native adoption is measured by workflow penetration and active agent density, not seat count. As AI replaces human-driven usage, the unit of adoption shifts from people to automated workflows and agents.
• Net credit retention (NCR): Credit-volume retention across the customer base, tracked separately from net recurring revenue to avoid price-change impact.

Along with these new metrics, the industry’s transformation is prompting companies to retire or recalibrate old SaaS measures, including per-seat ARR as a primary key performance indicator (KPI), traditional magic number calibrated to subscription dynamics, unadjusted Rule of 40, customer success metrics tied to human touchpoints, and blended gross margin without AI COGS carve-outs.

What does this mean for enterprise value calculations?

As the internal metrics of success change, so do the ways the investment community measures growth and long-term viability.

Increasingly, a company’s valuation multiple depends on whether its revenue behaves like committed subscription ARR or volatile usage ARR, and the commit‑to‑burndown ratio is the metric investors use to decide where the company fits.

For example, a business with 80% committed credit ARR could trade closer to subscription comps and one with 80% burndown could trade closer to usage comps even though both have the same types of customers. Being able to proactively explain the commit‑to‑burndown mix can help companies avoid undervaluation.

In addition, utilization is expected to replace net promoter scores and seat usage as the primary predictor of churn or expansion. Low utilization guarantees downsizing at renewal, so companies must track utilization cohorts the same way SaaS tracks logo retention cohorts today.

We’re also seeing an inversion of the operating model, with R&D and COGS moving up the P&L and sales and marketing (S&M) and customer success (CS) moving down or sideways. The net operating leverage profile is structurally different from classical SaaS, and the cost-to-scale curve looks different too.

Finally, credit margin engineering is a hidden value-creation lever. The gap between price per credit and cost per credit is set by the software vendor and can be optimized. Most operators have barely started managing this rigorously, and the ones who do will pull away on margin.

What this means for leaders, boards and investors

The shift from classic SaaS metrics to new AI‑native measures isn’t cosmetic. It represents the seismic change the industry is experiencing as AI matures and transforms products and organizations.

While these metrics — and perhaps others yet to be determined — may evolve over time, there is no doubt they are already changing how AI companies allocate capital, price products, incent sales teams, evaluate performance and communicate with investors.

It’s important to remember that SaaS metrics were practical tools for a specific era of software. As that era draws to a close, winning companies will choose new metrics that shape behavior and drive smart decision-making.

The views reflected in this article are the views of the author and do not necessarily reflect the views of Ernst & Young LLP or other members of the global EY organization.

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Over the past few years, I have learned that basic prompts produce inconsistent, hallucination-prone results that no executive would trust in production. What turned the tide was my move to advanced prompting techniques. These weren’t theoretical experiments; they became a practical foundation for reliable, measurable outcomes. I want to share the techniques that consistently delivered the biggest gains in my projects, complete with real before-and-after examples, copy-paste templates, lessons from failures and guidance on when to evolve beyond prompting to agentic systems.

Why advanced prompting still matters in enterprise settings

Sophisticated prompting remains essential for control, reliability and compliance. If you “ask nicely” and hope for the best, you need deterministic behavior, auditable reasoning and minimal risk of hallucination. Here’s what worked for me.

1. Chain-of-Thought (CoT) and its variants: Unlocking step-by-step reasoning

The problem: Models would jump to conclusions on complex analysis tasks, especially involving data interpretation or multi-step logic.

What I did: I started explicitly instructing the model to “think step by step” and show its reasoning.

Before (basic prompt): “Analyze last quarter’s sales data and recommend three actions.”

After (CoT prompt):

“You’re a senior business analyst. Analyze the following sales data step by step: [data]. First, identify the key trends. Second, calculate the rates and anomalies. Third, link findings to business context. Finally, recommend the three prioritized actions with expected impact. Explain your reasoning at each step.”  

Results: Accuracy and depth improved dramatically.

Variants that worked well: Self-consistency. I ran the same CoT prompt multiple times and took the majority consensus. This reduced variability significantly.

Template you can use:

You are [expert role]. Solve this problem by thinking step by step.

[Task or question]

For each step:

1. State your observation or calculation.

2. Explain the implication.

3. Proceed only when confident.

Final answer in this format: [structured output]

2. Tree-of-Thoughts (ToT): Exploring multiple reasoning paths

For truly complex decisions such as resource allocation or risk assessment, linear CoT isn’t enough. Tree-of-Thoughts lets the model generate and evaluate multiple branches.

Example: I was helping a client evaluate three potential vendor platforms for an AI deployment. A standard prompt gave a superficial comparison. With ToT

Prompt Snippet:

Explore three different reasoning paths for selecting the best vendor platform:

Path 1: Focus on cost and scalability.

Path 2: Focus on security, compliance and integration.

Path 3: Focus on innovation and long-term roadmap.

For each path, evaluate pros/cons against our requirements [list].

Then, compare the paths and recommend the strongest overall option with justification.

Outcome: The model surfaced nuanced trade-offs (e.g., one vendor had superior security, but higher integration cost).

When to use: Strategic planning, troubleshooting or scenarios with high uncertainty and multiple viable approaches.

3. ReAct (Reason+ Act) and prompt chaining: Moving toward agentic behavior

One of the biggest leaps I have noticed comes from combining reasoning with tool use and chaining prompts.

ReAct example: (used in data analytics workflow)

You are an AI analyst with access to tools. For the query below:

1. Reason about what information you need.

2. Choose the appropriate tool or action.

3. Observe the result.

4. Repeat until you can answer confidently.

Query: [user request]

In practice, I chained this with retrieval tools. One automated quarterly compliance reporting; the system reasoned about required data, pulled relevant records, validated them, and generated the reports.

4. Meta-prompting and self-reflection: Letting the model improve itself

Use the model to refine its own prompt. This is a huge time-saver.

You are an expert prompt engineer. Improve the following prompt for clarity, structure and effectiveness with [target model]. Make it more precise while preserving intent.

Original prompt: [paste]

Provide the improved version and explain your changes.

Self-reflection loops (asking the model to critique its own output and revise) are a game-changer for content generation and code-review tasks.

5. Multimodal and structured output techniques

With vision-enabled models, I started combining text with images (e.g., uploading architecture diagrams or dashboards).

Tip from experience: Be extremely specific in describing what the models should focus on.

Best practices I learned the hard way

• Start simple, then layer complexity: Over-engineered prompts from Day One usually backfire.
• Model specific tuning: Some models respond better to XML delimiters; others to explicit reasoning.
• Evaluation and versioning: Treat prompts like code if you track versions and run automated evals.
• Security guardrails: Always include instructions against prompt injections and respect data boundaries.
• When to stop prompting: For repetitive, high-stakes workflows, move to full agents or an orchestration framework.

Final takeaways for technical leaders

Advanced prompt engineering has now become a core competency for anyone responsible for enterprise AI outcomes. Start by picking one technique and apply it rigorously to a real business problem. Document before/ after and you will notice why it’s worth mastering.

The field continues evolving towards more automated and agentic systems, but the ability to precisely direct AI reasoning remains foundational.

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Cloudflare recently beat Q1 2026 earnings. Revenue up 34% year over year. EPS ahead of consensus. Full-year guidance raised. Then, in the same breath, they announced 1,100 layoffs, 20% of the company. CEO Matthew Prince’s explanation: “The way we work at Cloudflare has fundamentally changed.”

Block did the same thing. Beat guidance, raised outlook, cut 4,000+ jobs. Both framed it as architecting for the AI era.

This is not a contradiction. This is the new math boards are running. And if you’re a CIO who hasn’t started running it yourself, you’re behind.

The benchmark has moved

AI-native companies have quietly reset what “efficient” means for a technology organization. Midjourney generates over $500M in revenue with roughly 160 employees, over $3M per head. Anthropic hit a $14B annualized run rate in early 2026 with fewer than 3,000 employees. Across the top AI-native startups, the average revenue per employee is $3.48M, nearly twelve times the traditional SaaS benchmark of $300K.

Boards aren’t comparing you to your 2019 self anymore. They’re comparing you to Anthropic.

This is the pressure Cloudflare and Block are responding to. They’re not cutting people because the business is struggling. They’re cutting because investors have internalized a new denominator. Headcount is no longer a proxy for capacity; it’s a liability on the efficiency ratio.

For CIOs, this creates a hiring problem that looks nothing like the cloud or mobile talent gaps of the past decade. Those gaps were about volume: hire 100 cloud engineers, absorb the cost, build the capability… This one is about density; you’re not looking for 100 people. You’re looking for 10 who can deliver what 100 couldn’t, and justify $1M or more in value per seat.

Finding bodies to fill seats has never been easier. Finding people who operate at that level of leverage is a different problem entirely.

‘Acqui-hires’ are a shortcut with a hidden cost

Companies have figured out that recruiting AI-native talent one by one is too slow and that it’s faster to buy a team. Google’s acquisition of the Windsurf founders, Meta bringing in the Scale AI team, Accenture’s string of AI-focused acquisitions: these are acqui-hires dressed up as M&A. The premium on experienced AI talent is high enough, and the urgency real enough, that organizations are skipping traditional hiring loops entirely and buying their way in.

I’ve been on the other side of this. My company, MadKudu, was acquired by HG Insights specifically to bring AI-native capability into an established enterprise business. HG needed change agents who had already figured out how to build and ship in this new era, not just people who’d read about it. That’s the thesis behind most of these deals.

But there’s a cost that doesn’t show up in the acquisition price.

AI-native teams are fast because they operate with a different set of defaults: full access to tools, minimal governance layers, the ability to experiment and ship without a six-week approval cycle. That operating model is not a perk; it’s the fundamental mechanism. It’s why a team of 10 can do what an enterprise team of 100 can’t.

When you acqui-hire that team and then slot them into your existing approval processes, you’ve bought the people and killed the engine. The change agents you paid for become change-frustrated. The attrition that follows is expensive and predictable.

The harder realization: acquiring an AI-native team means accepting how they work. That requires deliberately carving out space for them to operate differently, not just tolerating it but institutionalizing it. The acquisition is an organizational change program, not just a hiring event.

The CIO’s real problem

The governance stack most enterprise organizations run was designed for a headcount world. Every tool vetting cycle, every vendor review, every security approval was calibrated assuming you were managing a large team where consistency and control were the primary objectives.

That calculus breaks when your goal is talent density. The same approval processes that protect against data leaks are now the reason your best people can’t do their best work. When it takes six weeks to approve a tool that your competitor’s team is already shipping with, you’ve traded velocity for the perception of safety.

The practical fix is structured experimentation: clear guardrails, defined boundaries, but explicit permission to try tools before deciding whether to roll them out broadly. Gating everything prevents you from ever discovering what 10x productivity looks like.

The skills inventory question is also more nuanced than it sounds. Job titles won’t tell you where the leverage is. You need to map the actual tasks within each function and assess which can be automated or augmented with AI. That’s where you find the people who, with the right tools, become your $1M/employee talent, not because you hired differently, but because you enabled better.

This is also where the build-versus-buy question gets genuinely tricky. As AI reshapes how products are built and delivered, your internal operating model — how you work, how fast you ship, how you use data — is becoming core IP. Outsourcing delivery means outsourcing the part of the organization where your competitive advantage is now being built.

Closing the gap without slowing down

The AI talent wars are not primarily a recruiting problem. They’re a rethinking of what organizations are supposed to look like.

Boards have a new benchmark. Cloudflare, Block, Amazon, Meta and others have already started restructuring to meet it, publicly, painfully, even while beating their numbers. The question for CIOs isn’t whether this pressure arrives; it’s whether you’re ahead of it or behind it when it does.

The organizations that navigate this well won’t win by outbidding competitors for a handful of elite engineers. They’ll win by designing operating systems that amplify the leverage of the talent they do have, by enabling their best people rather than constraining them, and by treating AI fluency as a core organizational capability rather than a niche specialization.

Talent density is the new headcount model. The sooner your governance, your tooling and your board conversations reflect that, the better positioned you’ll be when the next efficiency report lands.

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It’s difficult to ignore the fact that Apple seems to have turned its MacBook Neo into a weapon to promote platform growth, with enough performance under the hood to make competitors seem inferior.

And even as the PC industry moves to try to compete with Apple’s last huge Mac success, the company is already planning a powerful follow-up.

That points to the discipline Apple has applied to the Mac since the introduction of Apple Silicon. The company has built a clear product roadmap, strong entry-level pricing, and steady performance gains. This focus is now paying dividends, giving people the impetus to keep placing their trust in Apple and its Macs — even as the industry raises prices in the face of RAMageddon and price increases. 

The numbers don’t lie

“Apple’s recent price increase seems to be an inevitable response to these cost increases. In the second half of the year, other PC OEMs are expected to continue to raise prices, and the overall ASP increase is expected to continue,” Counterpoint said in a post Wednesday. The researcher tells us global PC shipments shrank 4% in the second quarter of 2026 as rising costs hit demand. The Mac maker, by contrast, moved in the opposite direction, generating 13% growth in the quarter — mainly on the back of the MacBook Neo introduction. 

Recent IDC data gives Apple 10.1% year-over-year growth and just under 10% (9.9% to be exact) of the worldwide PC market, even as the overall market declined 4.9%.

“With emerging supply chain and tariff challenges inflating memory prices…, Apple’s incredibly aggressive price-point for the MacBook Neo makes its release feel all the more like a gut punch to one of the PC market’s most valuable price tiers,” Futurum Research Director Olivier Blanchard said when the Neo was released. 

Neo 2.0 is already coming

In the immediate future, as competitors raise prices on the PCs that compete with Apple’s lower-cost device, Cupertino is already plotting the path toward MacBook Neo 2. Reports claim this will debut in March in new colors and use the A19 Pro chip from the iPhone 17 Pro, with performance boosted by slightly more unified memory (12GB, rather than 8GB). That’ll make it a much better Mac, likely with 10-15% performance gains and the ability to run Apple Intelligence, making it the best and most affordable AI PC in its class.

Just four months after the Neo’s rollout, Apple is already in position to leak rumors of an even more computationally capable follow-up, while competitors struggle to compete with the original on performance, build quality, and price. Still, the Neo might get more expensive, reporting warns, with the lowest-price 256GB model now gone, making the $599 Mac a mirage we can only wistfully hope to see again. 

That might matter less in context, as PC makers everywhere boost prices while RAM, chips, and storage prices head north, along with transport, logistics, and energy costs. “While [Apple] did raise prices in line with the broader market, it still remains well positioned against rivals facing the same cost pressures,” said Jean Philippe Bouchard, vice president for consumer devices at IDC. 

“As market conditions continue to worsen, the importance of supply chain management and capabilities are increasingly important,” Bouchard said. “The largest vendors, with their buying power and long-standing supplier ties, are best positioned to take share from smaller rivals.”

This was never about luck

This isn’t solely a market take about competition, it’s about planning.

Few in the industry seemed prepared for the massive memory price increases that hit this year. Apple clearly planned its low-cost Mac well before that happened, hoping to seize the PC market at the low-mid-range. This is precisely what it seems to have done, what it continues to do, and what it will continue to do.

The recent reports that it has a successor planned shows the breadth of the Mac company’s strategic vision, as Apple has quite clearly sought to fully exploit the failings of Windows and the internal contradictions of a value-conscious industry in stiff competition with itself.

With the first M-series Macs about to enter the replacement cycle, Apple has built a market it can capitalize on for at least a decade, meaning it already has a vision for PC sales that extends at least as far. That’s the kind of road map corporate purchasers want when they make platform deployment decisions, which is why Apple’s 10% share gains are the beginning of even more significant market change. 

You can follow me on social media! Join me on BlueSky,  LinkedIn, Mastodon and subscribe to my daily Apple-related news summaries at The Core.

For years, I have been saying that cybersecurity is no longer a technology problem. It has become a business leadership challenge.

Yet, despite record levels of spending, ever-growing security teams, increasingly sophisticated technologies and a constant stream of new regulations, organizations continue to suffer major cyber incidents with alarming regularity. Every week seems to bring news of another ransomware attack, supply chain compromise or data breach affecting organizations that many would have assumed were well protected.

The obvious conclusion is that we are asking the wrong questions.

Too many executive teams remain preoccupied with the latest threat actor, the newest security product the CISO wants to buy or the latest vulnerability making headlines. Those issues matter, but they are not what should be keeping CEOs awake at night.

In my view, there are three far more fundamental issues that deserve the attention of every chief executive.

1. Corporate complexity, and the widening gap between business leadership and cybersecurity reality

Perhaps the biggest cybersecurity risk facing large organizations today is not technical at all.

It is the growing disconnect between executive perception and operational reality.

Many boards genuinely believe their organizations are reasonably well protected. They receive regular dashboards showing improving maturity scores, increasing compliance levels, falling vulnerability counts and reassuring traffic-light reports.

Unfortunately, cyber attackers do not read dashboards.

Behind those executive reports often lies an increasingly complex technology landscape, thousands of unmanaged digital assets, ageing infrastructure, rampant shadow IT, fragmented ownership, inconsistent governance and security teams struggling to keep pace with relentless business change.

The problem is rarely a lack of effort.

It is that corporate complexity has reached a level where traditional governance mechanisms are no longer capable of providing an accurate picture of organizational resilience.

Executives believe they understand the level of cyber risk they face because they receive regular reports. Those reports often measure activity rather than resilience.

Governance committees end up debating around another percentage point of phishing awareness or vulnerability remediation, while fundamental issues remain unaddressed in the background.

2. Organizational inertia, and the need for executive structure to evolve faster

Cyber criminals continue to evolve rapidly. Large organizations generally do not.

This is the second issue that should concern every CEO.

Throughout my career, I have observed organizations repeatedly responding to new cyber threats by adding another technology platform, another monitoring capability, another compliance framework or another governance committee.

Very rarely do they stop to redesign how cybersecurity operates.

The result is what I described several years ago as the “Cybersecurity Spiral of Failure”.

• As complexity and regulation increase, organizations invest in more security products.
• More products create more complexity.
• More products and greater complexity generate more alerts.
• More alerts require more analysts.
• More analysts produce more reports.
• More reports continue to build up executive confidence.
• Meanwhile, the underlying structural weaknesses remain largely unchanged, technical debt piles up and costs escalate.

And when the inevitable breach eventually happens, reality reveals itself, but distrust also sets in between senior executives and security teams.

This is not a funding problem. Nor is it a skills problem. It is fundamentally an operating model problem.

Many organizations continue trying to solve twenty-first century challenges using governance, accountability, organizational and reporting structures designed twenty-five years ago.

The cybersecurity function itself has evolved dramatically. Many executive structures have not.

This organizational inertia extends beyond technology: It affects budgeting cycles, investment priorities, procurement processes, accountability models and decision-making speed.

Cyber attackers innovate every day. Organizational change often takes years.

That imbalance should worry every CEO.

3. Accelerating technological disruption, and how it challenges organizations in areas where they are intrinsically weak

The third issue is potentially the most significant over the coming decade.

• Artificial intelligence, autonomous agents and machine identities
• Software supply chain complexity.
• Quantum computing, and post-quantum cryptography

Each of these developments represents far more than another technical trend.

Together, they fundamentally change the dynamics of cybersecurity.

Artificial intelligence is transforming countless business processes. At the same time, it is also increasing both the speed and sophistication of cyber-attacks while simultaneously transforming defensive capabilities.

Organizations have become increasingly dependent on software ecosystems that extend far beyond their own direct control. Engaging with the supply chain in ways that lead to a genuine appreciation of the risks involved has become a key challenge for most cybersecurity practices.

Quantum computing may eventually invalidate much of today’s cryptographic algorithms, forcing organizations into one of the largest technology efforts since Y2K — but without the benefit of a fixed deadline and faced by a problem that is considerably more complex and hyperconnected IT estates that have little to do with those of the late 90s.

None of these challenges can be solved overnight: They require clear governance, sustained investment over a few years and cross-functional organizational coordination.

Most large organizations are weak on those three fronts: This is precisely why CEOs should be focusing on them now.

Waiting until some of those risks become obvious will almost certainly be too late.

Businesses naturally prioritise immediate commercial pressures. Cybersecurity often involves preparing for risks whose timing remains uncertain.

But one of the greatest leadership failures I keep seeing remains the inability of organizations to act decisively on known unknowns.

That tension explains why many organizations delay action until external events force them to respond. Unfortunately, cybersecurity rarely rewards late action.

Leadership will determine who succeeds

Cybersecurity discussions still frequently focus on technology. I believe they should focus far more on leadership.

Technology will continue evolving. Threat actors will continue adapting. Regulations will continue expanding. Those developments are inevitable.

What remains within the control of every CEO is how their organization responds.

Does cybersecurity remain an IT issue? Or is it recognised as an integral part of business resilience?

How is cybersecurity accountability assigned at executive level? Or does it still rest largely with a CISO hidden in the organization?

Does the board spend sufficient time discussing resilience? Or does cybersecurity appear only when approving budgets or reviewing incidents?

These questions will increasingly determine organizational success.

The companies that navigate the next decade successfully will not necessarily be those spending the most on cybersecurity. Nor will they be those deploying the latest security technologies first.

They will be the organizations whose leadership recognises that cybersecurity has become a permanent business capability — embedded into governance, strategy, operational decision-making and organizational culture.

That transformation cannot be delegated. It begins with the CEO.

And perhaps that is the single biggest issue that should keep every chief executive awake at night: Not when the next cyber-attack will happen, but whether their organization is evolving quickly enough on those matters to meet a threat landscape that is changing much faster than the business itself.

This article is published as part of the Foundry Expert Contributor Network.
Want to join?

Atos has launched a new sovereign cloud platform aimed squarely at European public sector bodies, healthcare providers and defense organizations. It’s the latest effort by European companies in their fight back against US dominance.

Atos Sovereign Cloud offers a range of controls for data management, providing customers with resilience and full control over their data, complying with existing European legislation on data residency.

“Digital sovereignty has become a global operational priority for organizations that need to manage dependencies, jurisdictional exposure and disruption risks across complex digital environments. Atos Sovereign Cloud gives customers a practical way to apply sovereign controls to their most critical workloads, while preserving flexibility, resilience and the ability to innovate securely,” said Michael Kollar, Atos Group digital sovereignty leader.

There has been a concerted effort by European organizations to meet US competition head-on. Earlier this month, four companies signed up to the certification program introduced by the European cloud body, CISPE,

This is the latest effort by Atos to get the company back on track. In April, it sold its supercomputer company, Bull to the French government, after a previous attempt in 2024 to sell off its computer services division and after a refinancing deal in the same year.

The company implemented a further round of refinancing this year and in its half-yearly report claimed that this was an “important milestone” in securing the company’s future. However, in its first-quarter results revenue showed an organic decline of 11 percent, so any projected growth may be some time in the future. Whether its Sovereign Cloud offering is the harbinger of the revival remains to be seen.

Atos has launched a new sovereign cloud platform aimed squarely at European public sector bodies, healthcare providers and defense organizations. It’s the latest effort by European companies in their fight back against US dominance.

Atos Sovereign Cloud offers a range of controls for data management, providing customers with resilience and full control over their data, complying with existing European legislation on data residency.

“Digital sovereignty has become a global operational priority for organizations that need to manage dependencies, jurisdictional exposure and disruption risks across complex digital environments. Atos Sovereign Cloud gives customers a practical way to apply sovereign controls to their most critical workloads, while preserving flexibility, resilience and the ability to innovate securely,” said Michael Kollar, Atos Group digital sovereignty leader.

There has been a concerted effort by European organizations to meet US competition head-on. Earlier this month, four companies signed up to the certification program introduced by the European cloud body, CISPE,

This is the latest effort by Atos to get the company back on track. In April, it sold its supercomputer company, Bull to the French government, after a previous attempt in 2024 to sell off its computer services division and after a refinancing deal in the same year.

The company implemented a further round of refinancing this year and in its half-yearly report claimed that this was an “important milestone” in securing the company’s future. However, in its first-quarter results revenue showed an organic decline of 11 percent, so any projected growth may be some time in the future. Whether its Sovereign Cloud offering is the harbinger of the revival remains to be seen.

This article first appeared on CIO.

Atos has launched a new sovereign cloud platform aimed squarely at European public sector bodies, healthcare providers and defense organizations. It’s the latest effort by European companies in their fight back against US dominance.

Atos Sovereign Cloud offers a range of controls for data management, providing customers with resilience and full control over their data, complying with existing European legislation on data residency.

“Digital sovereignty has become a global operational priority for organizations that need to manage dependencies, jurisdictional exposure and disruption risks across complex digital environments. Atos Sovereign Cloud gives customers a practical way to apply sovereign controls to their most critical workloads, while preserving flexibility, resilience and the ability to innovate securely,” said Michael Kollar, Atos Group digital sovereignty leader.

There has been a concerted effort by European organizations to meet US competition head-on. Earlier this month, four companies signed up to the certification program introduced by the European cloud body, CISPE,

This is the latest effort by Atos to get the company back on track. In April, it sold its supercomputer company, Bull to the French government, after a previous attempt in 2024 to sell off its computer services division and after a refinancing deal in the same year.

The company implemented a further round of refinancing this year and in its half-yearly report claimed that this was an “important milestone” in securing the company’s future. However, in its first-quarter results revenue showed an organic decline of 11 percent, so any projected growth may be some time in the future. Whether its Sovereign Cloud offering is the harbinger of the revival remains to be seen.

Traditional phishing techniques are in decline as a result of the disruption of the Tycoon2FA phishing-as-a-service (PHaaS) platform, Microsoft said in a new report, “Email threat landscape: Q2 2026 trends and insights”.

“Phishing volume linked to the platform fell 92% from pre-disruption averages, including QR code phishing and CAPTCHA-gated phishing both declining from their March highs,” the company wrote in the report.

The takedown reduced activity across multiple phishing categories, forcing attackers to shift to newer delivery methods.

Riding this shift in were a few notable phishing campaigns, including an automated business email compromise (BEC) campaign that reached 42,000 organizations in under three hours, and a multi-stage phishing campaign that used nested email (EML) files, calendar invitations, and a Microsoft authentication redirect to deliver malware.

To counter phishing attacks, Microsoft recommends blocking emails containing known bad URLs/ subject fields, enabling password-less authentication methods, or moving to MFA for accounts that still require passwords.

Tycoon2FA disruption sent attackers exploring

The take-down of Tycoon2FA forced its operators to abandon portions of their infrastructure and rework hosting, domain registrations, and delivery mechanisms.

“After falling 15% in March and another 22% in April, Tycoon2FA-linked phishing volume dropped 74% in May to just 1.5 million messages, then fell another 20% in June to 1.2 million, by far the lowest monthly volumes observed in at least a year,” Microsoft said.

The decline extended to QR Code lures and fake CAPTCHA pages, two phishing techniques in which Tycoon2FA accounted for 12% and 14% of industry activity in June, respectively. This indicated that the platform’s customer base had not been able to migrate to a replacement infrastructure.

But cutting off one head of the hacker hydra only gave rise to new tactics elsewhere.

The adaptation came in the form of using Microsoft Teams as a social engineering channel. Attackers established conversations to build trust before attempting credential theft or delivering malicious payloads. “Teams-based phishing volume climbed steadily throughout Q2, with the average number of detected attacks rising 19% from March to April, holding roughly flat into May (+1%), then increasing another 10% into June,” Microsoft said.

Microsoft also observed a highly automated BEC campaign that reached over 67,000 users using scripted emails, Amazon Simple Email Service (SES), and engagement tracking, alongside a separate phishing campaign targeting 107,000 users that abused Microsoft’s authentication flow and trusted cloud services, including Teams archive recording and ICS calendar invite, to disguise malware delivery behind legitimate infrastructure.

Phishing changes but the defense doesn’t

While QR Code and Captcha-based phishing attacks dropped significantly in the second quarter, business email compromise (BEC) charted jumped 121% between March and April, before dropping down again in May.

QR Code phishing represented 8.3 million attacks in June 2026, down from a peak of 18.7 million in March. Similarly, Captcha-gated phishing fell from 12 million attacks in March to 2.2 million in June.

BEC attacks hit 9 million in March, falling to 3.9 million in June.

But even as these phishing classics lost momentum and newer techniques emerged, Microsoft’s defensive advice remained rooted in the basics. It noted organizations should complement email filtering with phishing-resistant authentication such as passkeys and phishing-resistant MFA to reduce the effectiveness of credential theft campaigns.

The company also recommended strengthening Exchange Online Protection and Microsoft Defender for Office 365 with capabilities such as Safe links and Zero-hour Auto Purge (ZAP), in which malicious emails already delivered to mailboxes are removed before they are read, alongside enforcing password-less authentication methods like Windows Hello, FIDO keys, and Microsoft Authenticator.

Microsoft concluded its report with a list of indicators of compromise (IoCs) from the threats observed in the quarter to support detection efforts.

This article first appeared on CSO.

Traditional phishing techniques are in decline as a result of the disruption of the Tycoon2FA phishing-as-a-service (PHaaS) platform, Microsoft said in a new report, “Email threat landscape: Q2 2026 trends and insights”.

“Phishing volume linked to the platform fell 92% from pre-disruption averages, including QR code phishing and CAPTCHA-gated phishing both declining from their March highs,” the company wrote in the report.

The takedown reduced activity across multiple phishing categories, forcing attackers to shift to newer delivery methods.

Riding this shift in were a few notable phishing campaigns, including an automated business email compromise (BEC) campaign that reached 42,000 organizations in under three hours, and a multi-stage phishing campaign that used nested email (EML) files, calendar invitations, and a Microsoft authentication redirect to deliver malware.

To counter phishing attacks, Microsoft recommends blocking emails containing known bad URLs/ subject fields, enabling password-less authentication methods, or moving to MFA for accounts that still require passwords.

Tycoon2FA disruption sent attackers exploring

The take-down of Tycoon2FA forced its operators to abandon portions of their infrastructure and rework hosting, domain registrations, and delivery mechanisms.

“After falling 15% in March and another 22% in April, Tycoon2FA-linked phishing volume dropped 74% in May to just 1.5 million messages, then fell another 20% in June to 1.2 million, by far the lowest monthly volumes observed in at least a year,” Microsoft said.

The decline extended to QR Code lures and fake CAPTCHA pages, two phishing techniques in which Tycoon2FA accounted for 12% and 14% of industry activity in June, respectively. This indicated that the platform’s customer base had not been able to migrate to a replacement infrastructure.

But cutting off one head of the hacker hydra only gave rise to new tactics elsewhere.

The adaptation came in the form of using Microsoft Teams as a social engineering channel. Attackers established conversations to build trust before attempting credential theft or delivering malicious payloads. “Teams-based phishing volume climbed steadily throughout Q2, with the average number of detected attacks rising 19% from March to April, holding roughly flat into May (+1%), then increasing another 10% into June,” Microsoft said.

Microsoft also observed a highly automated BEC campaign that reached over 67,000 users using scripted emails, Amazon Simple Email Service (SES), and engagement tracking, alongside a separate phishing campaign targeting 107,000 users that abused Microsoft’s authentication flow and trusted cloud services, including Teams archive recording and ICS calendar invite, to disguise malware delivery behind legitimate infrastructure.

Phishing changes but the defense doesn’t

While QR Code and Captcha-based phishing attacks dropped significantly in the second quarter, business email compromise (BEC) charted jumped 121% between March and April, before dropping down again in May.

QR Code phishing represented 8.3 million attacks in June 2026, down from a peak of 18.7 million in March. Similarly, Captcha-gated phishing fell from 12 million attacks in March to 2.2 million in June.

BEC attacks hit 9 million in March, falling to 3.9 million in June.

But even as these phishing classics lost momentum and newer techniques emerged, Microsoft’s defensive advice remained rooted in the basics. It noted organizations should complement email filtering with phishing-resistant authentication such as passkeys and phishing-resistant MFA to reduce the effectiveness of credential theft campaigns.

The company also recommended strengthening Exchange Online Protection and Microsoft Defender for Office 365 with capabilities such as Safe links and Zero-hour Auto Purge (ZAP), in which malicious emails already delivered to mailboxes are removed before they are read, alongside enforcing password-less authentication methods like Windows Hello, FIDO keys, and Microsoft Authenticator.

Microsoft concluded its report with a list of indicators of compromise (IoCs) from the threats observed in the quarter to support detection efforts.

For years, I have been saying that cybersecurity is no longer a technology problem. It has become a business leadership challenge.

Yet, despite record levels of spending, ever-growing security teams, increasingly sophisticated technologies and a constant stream of new regulations, organizations continue to suffer major cyber incidents with alarming regularity. Every week seems to bring news of another ransomware attack, supply chain compromise or data breach affecting organizations that many would have assumed were well protected.

The obvious conclusion is that we are asking the wrong questions.

Too many executive teams remain preoccupied with the latest threat actor, the newest security product the CISO wants to buy or the latest vulnerability making headlines. Those issues matter, but they are not what should be keeping CEOs awake at night.

In my view, there are three far more fundamental issues that deserve the attention of every chief executive.

1. Corporate complexity, and the widening gap between business leadership and cybersecurity reality

Perhaps the biggest cybersecurity risk facing large organizations today is not technical at all.

It is the growing disconnect between executive perception and operational reality.

Many boards genuinely believe their organizations are reasonably well protected. They receive regular dashboards showing improving maturity scores, increasing compliance levels, falling vulnerability counts and reassuring traffic-light reports.

Unfortunately, cyber attackers do not read dashboards.

Behind those executive reports often lies an increasingly complex technology landscape, thousands of unmanaged digital assets, ageing infrastructure, rampant shadow IT, fragmented ownership, inconsistent governance and security teams struggling to keep pace with relentless business change.

The problem is rarely a lack of effort.

It is that corporate complexity has reached a level where traditional governance mechanisms are no longer capable of providing an accurate picture of organizational resilience.

Executives believe they understand the level of cyber risk they face because they receive regular reports. Those reports often measure activity rather than resilience.

Governance committees end up debating around another percentage point of phishing awareness or vulnerability remediation, while fundamental issues remain unaddressed in the background.

2. Organizational inertia, and the need for executive structure to evolve faster

Cyber criminals continue to evolve rapidly. Large organizations generally do not.

This is the second issue that should concern every CEO.

Throughout my career, I have observed organizations repeatedly responding to new cyber threats by adding another technology platform, another monitoring capability, another compliance framework or another governance committee.

Very rarely do they stop to redesign how cybersecurity operates.

The result is what I described several years ago as the “Cybersecurity Spiral of Failure”.

• As complexity and regulation increase, organizations invest in more security products.
• More products create more complexity.
• More products and greater complexity generate more alerts.
• More alerts require more analysts.
• More analysts produce more reports.
• More reports continue to build up executive confidence.
• Meanwhile, the underlying structural weaknesses remain largely unchanged, technical debt piles up and costs escalate.

And when the inevitable breach eventually happens, reality reveals itself, but distrust also sets in between senior executives and security teams.

This is not a funding problem. Nor is it a skills problem. It is fundamentally an operating model problem.

Many organizations continue trying to solve twenty-first century challenges using governance, accountability, organizational and reporting structures designed twenty-five years ago.

The cybersecurity function itself has evolved dramatically. Many executive structures have not.

This organizational inertia extends beyond technology: It affects budgeting cycles, investment priorities, procurement processes, accountability models and decision-making speed.

Cyber attackers innovate every day. Organizational change often takes years.

That imbalance should worry every CEO.

3. Accelerating technological disruption, and how it challenges organizations in areas where they are intrinsically weak

The third issue is potentially the most significant over the coming decade.

• Artificial intelligence, autonomous agents and machine identities
• Software supply chain complexity.
• Quantum computing, and post-quantum cryptography

Each of these developments represents far more than another technical trend.

Together, they fundamentally change the dynamics of cybersecurity.

Artificial intelligence is transforming countless business processes. At the same time, it is also increasing both the speed and sophistication of cyber-attacks while simultaneously transforming defensive capabilities.

Organizations have become increasingly dependent on software ecosystems that extend far beyond their own direct control. Engaging with the supply chain in ways that lead to a genuine appreciation of the risks involved has become a key challenge for most cybersecurity practices.

Quantum computing may eventually invalidate much of today’s cryptographic algorithms, forcing organizations into one of the largest technology efforts since Y2K — but without the benefit of a fixed deadline and faced by a problem that is considerably more complex and hyperconnected IT estates that have little to do with those of the late 90s.

None of these challenges can be solved overnight: They require clear governance, sustained investment over a few years and cross-functional organizational coordination.

Most large organizations are weak on those three fronts: This is precisely why CEOs should be focusing on them now.

Waiting until some of those risks become obvious will almost certainly be too late.

Businesses naturally prioritise immediate commercial pressures. Cybersecurity often involves preparing for risks whose timing remains uncertain.

But one of the greatest leadership failures I keep seeing remains the inability of organizations to act decisively on known unknowns.

That tension explains why many organizations delay action until external events force them to respond. Unfortunately, cybersecurity rarely rewards late action.

Leadership will determine who succeeds

Cybersecurity discussions still frequently focus on technology. I believe they should focus far more on leadership.

Technology will continue evolving. Threat actors will continue adapting. Regulations will continue expanding. Those developments are inevitable.

What remains within the control of every CEO is how their organization responds.

Does cybersecurity remain an IT issue? Or is it recognised as an integral part of business resilience?

How is cybersecurity accountability assigned at executive level? Or does it still rest largely with a CISO hidden in the organization?

Does the board spend sufficient time discussing resilience? Or does cybersecurity appear only when approving budgets or reviewing incidents?

These questions will increasingly determine organizational success.

The companies that navigate the next decade successfully will not necessarily be those spending the most on cybersecurity. Nor will they be those deploying the latest security technologies first.

They will be the organizations whose leadership recognises that cybersecurity has become a permanent business capability — embedded into governance, strategy, operational decision-making and organizational culture.

That transformation cannot be delegated. It begins with the CEO.

And perhaps that is the single biggest issue that should keep every chief executive awake at night: Not when the next cyber-attack will happen, but whether their organization is evolving quickly enough on those matters to meet a threat landscape that is changing much faster than the business itself.

This article is published as part of the Foundry Expert Contributor Network.
Want to join?

The European Commission has fined Google a total of €890 million ($1 billion) for its breaches of the Digital Market Act (DMA).

Just over half the fine — €460 million — was because Google illegally gave preference to its own services in Google Search results.

The remainder was because in the Google Play store for Android apps, the company prevented app developers from leading consumers to alternative, often cheaper, purchase channels. Under the DMA, app developers who distribute their apps via Google Play or Apple’s App Store should be able to inform customers of alternative offers.

Now Google must give third-party services featuring in its results the same treatment as its own services, and allow developers of apps in the Play Store to communicate about offers both in and outside the Play Store, or face further fines.

The Commission first raised these issues with Google in March 2025. In April of this year, the Commission laid out plans as to how Google should allow other third-parties to share its searches, suggestions that the tech firm firmly resisted. Earlier this month, the Commission also said  Android should be open to other AI agents and not limited to Google’s own Gemini.

Google is not the only US company to have fallen foul of the DMA. In April 2025, Apple was fined €500 million for breaching the Act and, last month, the Commission fired the first shots at cloud hyperscalers Microsoft and Amazon.

Check Point has confirmed that a critical security hole in its SmartConsole management tool, one that allows unauthenticated attackers to assume full admin privileges, is now being exploited in the wild. The vulnerability, CVE-2026-16232, was given a CVSS score of 9.3.

In its security alert, Check Point described the bug as one allowing an unauthenticated attacker to “obtain an application login token and use it to login via SmartConsole with full admin privileges and apply changes to the security policy and security configuration.”

The company has released a patch for the bug and also recommends that users “limit Trusted Clients, GUI clients, to trusted IP addresses/subnets.” That approach has always been a best practice, but practical networking realities today make it challenging to maintain. Check Point said that the exploit has impacted ten of its customers, all of whom it had notified directly.

Far worse than most

Frank Dickson, group VP for security at IDC, said this security hole is far worse than most.

“This hits harder than your average CVE because of where it lives,” he said. “The CVE targets the SmartConsole login on Check Point’s Security Management Server, the console that pushes policy to every gateway underneath it. Popping a gateway gets you one lock picked. Popping the management server is more like finding the One Ring: one stolen token to rule every gateway it manages, no need to fight each one individually. The attacker can rewrite policy, open new VPN paths and kill the logging.”

In an interview with CSO Online, Lotem Finkelstein, vice president of research at Check Point, said that the company learned of the vulnerability on Sunday, emailed customers the same day, and released the patch within 72 hours.

But when his team re-reviewed earlier logs, knowing what to look for, they spotted this hole being attacked as early as April, Finkelstein said.

The fact that, over the course of three months, the team only found ten organizations under attack, indicated that it has been very difficult for the attacker to find vulnerable systems, he noted; customers were, in the main, using secure settings to protect themselves.

Nonetheless, Finkelstein said, Check Point considers this hole to be “a severe vulnerability.”

Challenges of IP address restrictions

While it can be technically challenging to keep the IP address allowlists that Check Point recommends current, given DHCP’s ability to easily change those addresses, Assaf Morag, a cybersecurity researcher at Flare, noted that specifically limiting access to a management console is far more critical than limiting overall external access.

“Implementing Trusted Clients as a per-IP allowlist is impractical,” he said, but that is not the case with restricting management access. “The more scalable solution is to restrict access based on trusted administrative network segments such as VPN pools, management VLANs, or jump hosts rather than maintaining lists of individual DHCP-assigned client addresses,” he explained. “That gives you the security benefit without creating a full-time administrative task. Maintaining allowlists for individual hosts is much more practical when those hosts have stable, predictable IP addresses, rather than dynamically assigned DHCP addresses.”

Pieter Arntz, malware intelligence researcher at Malwarebytes, also noted that the constantly changing nature of global IP addresses can prove annoying to IT teams. Stressing that he is not familiar with Check Point’s specific settings, he noted, “Certain settings are a nuisance when applied strictly, and at some point the IT staff gets tired of constantly tweaking and they abandon the most secure path.”

Ideal platform for long-term attacks

Mike Wilkes, enterprise CISO at Aikido Security,  agreed that the severity and exposure of this hole is alarming.

“This is exactly the kind of vulnerability that keeps CISOs awake at night because it strikes at the one system that is supposed to stand between the attacker and everything else. An authentication bypass that grants administrative control of a perimeter firewall isn’t just another CVE to patch. It’s an invitation for an adversary to rewrite the rules of the network itself,” he said. “The uncomfortable reality is that nobody runs a CrowdStrike agent on their firewall. Once an attacker owns an edge device, they gain a uniquely privileged position that often falls outside the visibility of traditional endpoint security, making it an ideal platform for persistence, credential theft, traffic manipulation, and long-term espionage.”

IDC’s Dickson strongly encouraged CISOs to deploy the patch, not to just change settings to mitigate the issue. 

“Apply the actual hotfix,” he said. “Don’t just restrict Trusted Client IPs and call it done. That’s a stopgap, not a fix. Any internet-facing management console, Check Point or otherwise, is a five-alarm architecture problem independent of this CVE.”

And, he added, “since attackers here can disable logging, audit admin activity going back before the bug surfaced. Quiet logs aren’t proof nothing happened. This is the recurring theme with ‘single pane of glass’ security tools: the console built to make everything easier to run is also the one thing you really don’t want someone else driving.”

Networking is core to any operating system, and when it comes to Linux, it’s actually a combination of several key components. The Linux kernel handles the data plane, moving packets, and holding live device state. NetworkManager is the network configuration service, operating as the control plane, deciding what a device’s configuration should be.

NetworkManager 1.58 was released this week, following more than five months of development and 407 commits since version 1.56. The release covers three areas: expanded support for IPv6-only networks, a set of Wi-Fi management updates, and a round of security hardening.

IPv4 address exhaustion remains the pressure behind the first of those areas, pushing more networks toward IPv6-only operation every year.

“More networks, mobile carriers, cloud providers, and anyone squeezed by IPv4 exhaustion are running IPv6-only by default,” Chris Van Hoof, director of Linux engineering, platform enablement at Red Hat, told Network World.

Advancing IPv6-only support

Dual stack networking, running IPv4 and IPv6 in parallel, has been the default IPv6 transition strategy for years. Dual stack networking, however, has a structural problem in that it still requires an IPv4 address on every device, so it does nothing to relieve address exhaustion pressure.

An alternative model called IPv6-mostly addresses that gap. It is defined in RFC 8925, “IPv6-Only-Preferred Option for DHCPv4,” and lets capable clients drop IPv4 entirely while legacy hosts that still need it keep receiving it on the same network segment.

“NetworkManager can also now auto-signal RFC 8925’s IPv6-only-preferred option, telling the network a host is fine skipping an IPv4 lease entirely,” Van Hoof said.

For the traffic that still needs IPv4, NetworkManager 1.58 adds support for CLAT, short for customer-side translator. CLAT is the client-side half of 464XLAT, a mechanism defined in RFC 6877, “464XLAT: Combination of Stateful and Stateless Translation.”

464XLAT pairs CLAT on the endpoint, which performs stateless header translation, with a stateful NAT64 translator on the provider side, letting IPv4-only apps keep functioning on a network that has no IPv4 of its own.

“CLAT is the translation layer that lets legacy IPv4-only apps and services keep working on those networks without bolt-on middleware,” Van Hoof said.

Wi-Fi management updates

NetworkManager 1.58 also brings a set of changes to how the daemon handles Wi-Fi connections and configuration.

• Band selection: The band property of Wi-Fi connections now accepts a 6GHz value, and a Wi-Fi scan run through nmcli, NetworkManager’s command line tool, now shows each access point’s band as well.
• Credential handling: WPS credentials with a 64 character hex PSK are now accepted, matching what some access points return.
• Text interface improvements: nmtui, NetworkManager’s menu driven text interface, picked up several usability additions. A new device select button lets you choose a physical interface from a list instead of typing its name. The activation screen gained a rescan Wi-Fi button, and secret prompts now include a show password checkbox. There is also a share QR code option, mirroring the existing nmcli device wifi show-password command.

Security hardening

The release fixes vulnerabilities and tightens several defaults tied to DHCP handling and connection permissions.

• CVE-2026-10805: Hostnames and MUD URLs are now validated before being written to the dhclient configuration file, rejecting characters that could alter the config syntax.
• DHCPv4 client fix: An out-of-bounds read in the internal DHCPv4 client, triggerable by an on-link attacker with a malformed UDP packet, has been fixed.
• Router option validation: The internal DHCPv4 client now ignores DHCP option 3, the Router option, when a lease also contains option 121, the Classless Static Route option, following the recommendation in RFC 3442.
• Permission checks and deprecations: For private connections that restrict access to specific users, NetworkManager now verifies that the user can access the referenced 802.1X certificates and keys.

Tunneling and automation updates

Two smaller but practical additions round out this release: a new tunnel type for virtualized networks, and a fix that closes a gap in how NetworkManager’s state survives a reboot.

NetworkManager 1.58 also adds support for creating and managing GENEVE tunnel interfaces. GENEVE, short for Generic Network Virtualization Encapsulation, is a tunneling protocol that wraps Ethernet frames inside UDP packets, letting virtualized or overlay networks run on top of physical Layer 3 infrastructure. It shows up mainly in virtualization and cloud environments, where a hypervisor or container networking layer needs to build a virtual network segment across physical hosts. Previously, NetworkManager could not create or manage these interfaces directly.

The release also adds persisted managed state. NetworkManager tracks whether it is responsible for a given network device, a setting called its managed state. Until now, that setting reset on every reboot, so provisioning tools had to reapply it each time a system restarted. NetworkManager 1.58 lets the managed state survive a reboot when it is set through nmcli or the D-Bus API.

“It’s a small change but closes a real automation gap: Provisioning tools and cloud-init style workflows can set a device’s state once via D-Bus or nmcli and trust it survives a reboot, instead of reapplying config every time,” Van Hoof said.

Linux systems using the XFS filesystem suffer from a race condition that could enable an unprivileged local user to gain full root access.

The flaw affects systems with Linux kernel 4.11 or later that have enabled the XFS feature reflink, which permits the creation of copies of a file without actually copying its data.

According to Qualys Threat Research Unit (TRU), there was a way around the file write protections reflink depends on. The bypass has existed in kernel versions since 2017 before a patch was made available last week.

“Using this vulnerability, a process running as an ordinary, unprivileged user can trigger the flaw and gain the ability to overwrite any readable file on an XFS volume at the block layer,” Saeed Abbasi, head of Qualys TRU, said in a blog post about the vulnerability, which he calls  RefluXFS. “Exploitation is highly reliable and leaves no kernel log output.”

Qualys estimated that the issue affects more than 16.4 million systems, primarily enterprise Linux deployments that use XFS with reflink enabled by default.

Race winner gets root in buggy file operation

The vulnerability, tracked as CVE-2026-64600, stemmed from the way XFS handles copy-on-write operations for reflinked files. Normally, when two files share the same storage block, as in the case of an original file and the reflinked clone, XFS allocates a new storage block before any data modification, so the original file remains unchanged.

However, a race condition occurs when two concurrent writes on the reflink file are initiated, confusing the filesystem into modifying the original file. “The change is made directly on disk, persists across reboots, and produces no kernel log output,” Qualys said in an advisory.

The issue is exploitable when Linux 4.11+, XFS with reflink enabled, and a shared filesystem layout are all present. It is assigned a high severity CVSS of 7.8 out of 10 as an exploit only needs read access to a target file before creating a reflink clone under a writable directory on the same XFS filesystem.

Linux distributions affected by RefluXFS

The vulnerability has been present in every mainline and stable Linux kernel since the release of version 4.11 in 2017, and requires no special capabilities or non-default configurations, Qualys said.

Affected Linux distributions include RHEL 8,9 and 10, CentOS Stream 8,9, and 10, Oracle Linux 8,9,10, Rocky and AlmaLinux 8,9, and 10, CloudLinux 8,9, and 10, Amazon Linux 2023 and Amazon Linux 2 AMIs from December 2022 onward, Fedora Server 31+, and Debian, Ubuntu and SUSE installations where XFS was manually selected.

Usual kernel hardening practices, including memory protection features like Kernel Address Space Layout Randomization (KASLR), Supervisor Mode Access Prevention (SMAP), and Supervisor Mode Execution Prevention (SMEP), are ineffective as they are all aimed at different attack surfaces. Even a kernel lockdown does nothing to stop the affected path, Qualys noted.

“SELinux doesn’t block the affected path in testing, and seccomp profiles are no barrier as long as they permit write and ioctl, which ordinary profiles do,” Abbasi explained. Immediate kernel patching and a full reboot are the only reliable mitigations, he added.

A fix was merged into the upstream Linux kernel source tree on July 16 as commit “2f4acd0,” after which Linux distributions began backporting the patch into their own supported kernel releases.

Organizations running affected XFS deployments should apply their Linux vendor’s latest kernel updates and reboot affected systems once fixed kernels become available.

Linux systems using the XFS filesystem suffer from a race condition that could enable an unprivileged local user to gain full root access.

The flaw affects systems with Linux kernel 4.11 or later that have enabled the XFS feature reflink, which permits the creation of copies of a file without actually copying its data.

According to Qualys Threat Research Unit (TRU), there was a way around the file write protections reflink depends on. The bypass has existed in kernel versions since 2017 before a patch was made available last week.

“Using this vulnerability, a process running as an ordinary, unprivileged user can trigger the flaw and gain the ability to overwrite any readable file on an XFS volume at the block layer,” Saeed Abbasi, head of Qualys TRU, said in a blog post about the vulnerability, which he calls  RefluXFS. “Exploitation is highly reliable and leaves no kernel log output.”

Qualys estimated that the issue affects more than 16.4 million systems, primarily enterprise Linux deployments that use XFS with reflink enabled by default.

Race winner gets root in buggy file operation

The vulnerability, tracked as CVE-2026-64600, stemmed from the way XFS handles copy-on-write operations for reflinked files. Normally, when two files share the same storage block, as in the case of an original file and the reflinked clone, XFS allocates a new storage block before any data modification, so the original file remains unchanged.

However, a race condition occurs when two concurrent writes on the reflink file are initiated, confusing the filesystem into modifying the original file. “The change is made directly on disk, persists across reboots, and produces no kernel log output,” Qualys said in an advisory.

The issue is exploitable when Linux 4.11+, XFS with reflink enabled, and a shared filesystem layout are all present. It is assigned a high severity CVSS of 7.8 out of 10 as an exploit only needs read access to a target file before creating a reflink clone under a writable directory on the same XFS filesystem.

Linux distributions affected by RefluXFS

The vulnerability has been present in every mainline and stable Linux kernel since the release of version 4.11 in 2017, and requires no special capabilities or non-default configurations, Qualys said.

Affected Linux distributions include RHEL 8,9 and 10, CentOS Stream 8,9, and 10, Oracle Linux 8,9,10, Rocky and AlmaLinux 8,9, and 10, CloudLinux 8,9, and 10, Amazon Linux 2023 and Amazon Linux 2 AMIs from December 2022 onward, Fedora Server 31+, and Debian, Ubuntu and SUSE installations where XFS was manually selected.

Usual kernel hardening practices, including memory protection features like Kernel Address Space Layout Randomization (KASLR), Supervisor Mode Access Prevention (SMAP), and Supervisor Mode Execution Prevention (SMEP), are ineffective as they are all aimed at different attack surfaces. Even a kernel lockdown does nothing to stop the affected path, Qualys noted.

“SELinux doesn’t block the affected path in testing, and seccomp profiles are no barrier as long as they permit write and ioctl, which ordinary profiles do,” Abbasi explained. Immediate kernel patching and a full reboot are the only reliable mitigations, he added.

A fix was merged into the upstream Linux kernel source tree on July 16 as commit “2f4acd0,” after which Linux distributions began backporting the patch into their own supported kernel releases.

Organizations running affected XFS deployments should apply their Linux vendor’s latest kernel updates and reboot affected systems once fixed kernels become available.

This article first appeared on Network World.

It’s difficult to ignore the fact that Apple seems to have turned its MacBook Neo into a weapon to promote platform growth, with enough performance under the hood to make competitors seem inferior.

And even as the PC industry moves to try to compete with Apple’s last huge Mac success, the company is already planning a powerful follow-up.

That points to the discipline Apple has applied to the Mac since the introduction of Apple Silicon. The company has built a clear product roadmap, strong entry-level pricing, and steady performance gains. This focus is now paying dividends, giving people the impetus to keep placing their trust in Apple and its Macs — even as the industry raises prices in the face of RAMageddon and price increases. 

The numbers don’t lie

“Apple’s recent price increase seems to be an inevitable response to these cost increases. In the second half of the year, other PC OEMs are expected to continue to raise prices, and the overall ASP increase is expected to continue,” Counterpoint said. The researcher tells us global PC shipments shrank 4% in the second quarter of 2026 as rising costs hit demand. The Mac maker, by contrast, moved in the opposite direction, generating 13% growth in the quarter — mainly on the back of the MacBook Neo introduction. 

Recent IDC data gives Apple 10.1% year-over-year growth and just under 10% (9.9% to be exact) of the worldwide PC market, even as the overall market declined 4.9%.

“With emerging supply chain and tariff challenges inflating memory prices…, Apple’s incredibly aggressive price-point for the MacBook Neo makes its release feel all the more like a gut punch to one of the PC market’s most valuable price tiers,” Futurum Research Director Olivier Blanchard said when the Neo was released. 

Neo 2.0 is already coming

In the immediate future, as competitors raise prices on the PCs that compete with Apple’s lower-cost device, Cupertino is already plotting the path toward MacBook Neo 2. Reports claim this will debut in March in new colors and use the A19 Pro chip from the iPhone 17 Pro, with performance boosted by slightly more unified memory (12GB, rather than 8GB). That’ll make it a much better Mac, likely with 10-15% performance gains and the ability to run Apple Intelligence, making it the best and most affordable AI PC in its class.

Just four months after the Neo’s rollout, Apple is already in position to leak rumors of an even more computationally capable follow-up, while competitors struggle to compete with the original on performance, build quality, and price. Still, the Neo might get more expensive, reporting warns, with the lowest-price 256GB model now gone, making the $599 Mac a mirage we can only wistfully hope to see again. 

That might matter less in context, as PC makers everywhere boost prices while RAM, chips, and storage prices head north, along with transport, logistics, and energy costs. “While [Apple] did raise prices in line with the broader market, it still remains well positioned against rivals facing the same cost pressures,” said Jean Philippe Bouchard, vice president for consumer devices at IDC. 

“As market conditions continue to worsen, the importance of supply chain management and capabilities are increasingly important,” Bouchard said. “The largest vendors, with their buying power and long-standing supplier ties, are best positioned to take share from smaller rivals.”

This was never about luck

This isn’t solely a market take about competition, it’s about planning.

Few in the industry seemed prepared for the massive memory price increases that hit this year. Apple clearly planned its low-cost Mac well before that happened, hoping to seize the PC market at the low-mid-range. This is precisely what it seems to have done, what it continues to do, and what it will continue to do.

The recent reports that it has a successor planned shows the breadth of the Mac company’s strategic vision, as Apple has quite clearly sought to fully exploit the failings of Windows and the internal contradictions of a value-conscious industry in stiff competition with itself.

With the first M-series Macs about to enter the replacement cycle, Apple has built a market it can capitalize on for at least a decade, meaning it already has a vision for PC sales that extends at least as far. That’s the kind of road map corporate purchasers want when they make platform deployment decisions, which is why Apple’s 10% share gains are the beginning of even more significant market change. 

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Cloudflare recently beat Q1 2026 earnings. Revenue up 34% year over year. EPS ahead of consensus. Full-year guidance raised. Then, in the same breath, they announced 1,100 layoffs, 20% of the company. CEO Matthew Prince’s explanation: “The way we work at Cloudflare has fundamentally changed.”

Block did the same thing. Beat guidance, raised outlook, cut 4,000+ jobs. Both framed it as architecting for the AI era.

This is not a contradiction. This is the new math boards are running. And if you’re a CIO who hasn’t started running it yourself, you’re behind.

The benchmark has moved

AI-native companies have quietly reset what “efficient” means for a technology organization. Midjourney generates over $500M in revenue with roughly 160 employees, over $3M per head. Anthropic hit a $14B annualized run rate in early 2026 with fewer than 3,000 employees. Across the top AI-native startups, the average revenue per employee is $3.48M, nearly twelve times the traditional SaaS benchmark of $300K.

Boards aren’t comparing you to your 2019 self anymore. They’re comparing you to Anthropic.

This is the pressure Cloudflare and Block are responding to. They’re not cutting people because the business is struggling. They’re cutting because investors have internalized a new denominator. Headcount is no longer a proxy for capacity; it’s a liability on the efficiency ratio.

For CIOs, this creates a hiring problem that looks nothing like the cloud or mobile talent gaps of the past decade. Those gaps were about volume: hire 100 cloud engineers, absorb the cost, build the capability… This one is about density; you’re not looking for 100 people. You’re looking for 10 who can deliver what 100 couldn’t, and justify $1M or more in value per seat.

Finding bodies to fill seats has never been easier. Finding people who operate at that level of leverage is a different problem entirely.

‘Acqui-hires’ are a shortcut with a hidden cost

Companies have figured out that recruiting AI-native talent one by one is too slow and that it’s faster to buy a team. Google’s acquisition of the Windsurf founders, Meta bringing in the Scale AI team, Accenture’s string of AI-focused acquisitions: these are acqui-hires dressed up as M&A. The premium on experienced AI talent is high enough, and the urgency real enough, that organizations are skipping traditional hiring loops entirely and buying their way in.

I’ve been on the other side of this. My company, MadKudu, was acquired by HG Insights specifically to bring AI-native capability into an established enterprise business. HG needed change agents who had already figured out how to build and ship in this new era, not just people who’d read about it. That’s the thesis behind most of these deals.

But there’s a cost that doesn’t show up in the acquisition price.

AI-native teams are fast because they operate with a different set of defaults: full access to tools, minimal governance layers, the ability to experiment and ship without a six-week approval cycle. That operating model is not a perk; it’s the fundamental mechanism. It’s why a team of 10 can do what an enterprise team of 100 can’t.

When you acqui-hire that team and then slot them into your existing approval processes, you’ve bought the people and killed the engine. The change agents you paid for become change-frustrated. The attrition that follows is expensive and predictable.

The harder realization: acquiring an AI-native team means accepting how they work. That requires deliberately carving out space for them to operate differently, not just tolerating it but institutionalizing it. The acquisition is an organizational change program, not just a hiring event.

The CIO’s real problem

The governance stack most enterprise organizations run was designed for a headcount world. Every tool vetting cycle, every vendor review, every security approval was calibrated assuming you were managing a large team where consistency and control were the primary objectives.

That calculus breaks when your goal is talent density. The same approval processes that protect against data leaks are now the reason your best people can’t do their best work. When it takes six weeks to approve a tool that your competitor’s team is already shipping with, you’ve traded velocity for the perception of safety.

The practical fix is structured experimentation: clear guardrails, defined boundaries, but explicit permission to try tools before deciding whether to roll them out broadly. Gating everything prevents you from ever discovering what 10x productivity looks like.

The skills inventory question is also more nuanced than it sounds. Job titles won’t tell you where the leverage is. You need to map the actual tasks within each function and assess which can be automated or augmented with AI. That’s where you find the people who, with the right tools, become your $1M/employee talent, not because you hired differently, but because you enabled better.

This is also where the build-versus-buy question gets genuinely tricky. As AI reshapes how products are built and delivered, your internal operating model — how you work, how fast you ship, how you use data — is becoming core IP. Outsourcing delivery means outsourcing the part of the organization where your competitive advantage is now being built.

Closing the gap without slowing down

The AI talent wars are not primarily a recruiting problem. They’re a rethinking of what organizations are supposed to look like.

Boards have a new benchmark. Cloudflare, Block, Amazon, Meta and others have already started restructuring to meet it, publicly, painfully, even while beating their numbers. The question for CIOs isn’t whether this pressure arrives; it’s whether you’re ahead of it or behind it when it does.

The organizations that navigate this well won’t win by outbidding competitors for a handful of elite engineers. They’ll win by designing operating systems that amplify the leverage of the talent they do have, by enabling their best people rather than constraining them, and by treating AI fluency as a core organizational capability rather than a niche specialization.

Talent density is the new headcount model. The sooner your governance, your tooling and your board conversations reflect that, the better positioned you’ll be when the next efficiency report lands.

This article is published as part of the Foundry Expert Contributor Network.
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Among a range of factors leading to a wave of tech sector layoffs in 2026 is the rapid rise of artificial intelligence and automation. Companies are reconfiguring their workforces to leverage AI for increased efficiency and reduced operating costs. This realignment and reduction is implemented even by companies reporting strong financial performance.

But it’s not just AI leading to workforce cuts. Complementing this technological shift are ongoing economic uncertainty, inflation, and higher interest rates, compounded by a chip shortage and rising energy costs. This mix is driving companies to cut costs and streamline operations for increased efficiency.

According to data compiled by Layoffs.fyi, an online tracker that keep tabs on job losses in the technology sector, 123,941 tech employees were laid off at 269 companies in 2025. The site also reports that 71,981 government employees were laid off by DOGE alone, with 182,528 total federal workers laid off.

Here is a list — to be updated regularly — of some of the most prominent technology layoffs the industry has experienced recently.

Notable tech layoffs in 2026

• Monday.com
• Microsoft
• Meta
• Cisco
• Cloudflare
• Oracle
• Atlassian
• Salesforce
• Amazon
• Ericsson

July 22, 2026: Monday.com cuts 20% of its workforce to restructure for the AI era

The company says the decision to cut 620 jobs isn’t about margins, but about creating a flatter organization built around AI agents, autonomous teams, and deeper customer engagement.

July 6, 2026: Microsoft cuts 4,800 jobs, primarily in sales and Xbox teams

As the company trims thousands of jobs, it’s also investing in embedded engineering teams and AI infrastructure. The layoffs come several weeks after the company offered 8,750 US employees voluntary retirement buyouts.

June 5, 2026: Tech industry cut 38,242 jobs in May, worst since 2024

AI was blamed for 40% of the job cuts in May, up from 7% in January, according to research by employment placement company Challenger, Gray & Christmas.

May 20, 2026: Meta cuts 8,000 jobs, around 10% of workforce

The cuts are expected to expected to hit Meta’s engineering and product teams the hardest, arriving as Meta pivots toward AI to boost efficiency across its organization, according to Yahoo Tech.

May 13, 2026: Cisco to cut nearly 4,000 jobs despite strong growth in AI, enterprise networking

Despite reporting positive financial news — including record third-quarter revenue of $15.8 billion, a 12% year-over-year increase — Cisco said it will eliminate almost 4,000 jobs.

May 7, 2026: Cloudflare to cut 1,100 jobs in AI-focused restructuring

About 20% of Cloudflare’s global workforce will be culled as the company pivots for the agentic AI era, Reuters reported.

April 1, 2026: Oracle to cut up to 30,000 jobs globally, putting enterprise support and roadmaps at risk

Oracle began laying off employees on March 31 in what could be the largest workforce reduction in the company’s history. Employees received termination emails at 6 a.m. local time with immediate system lockouts and no prior warning. (Note: in June, CNBC put the final layoff tally at 21,000.)

March 12, 2026: Atlassian cuts 1,600 jobs to fund AI and enterprise expansion

Atlassian will reduce its global workforce by approximately 10%, eliminating around 1,600 roles, as the collaboration software maker redirects capital toward artificial intelligence development and enterprise sales.

March 11, 2026: Tech layoffs surpass 45,000 in early 2026

A recent analysis by RationalFX found 45,363 job cuts globally so far this year—with roughly 68% or more than 30,000 occurring in the U.S. — highlighting ongoing workforce cuts even as many tech companies report strong revenue growth.

February 10, 2026: Salesforce lays off staffers as executive leadership churn continues

Salesforce has reduced close to 1,000 roles earlier this month across teams, including marketing, product management, data analytics, and its Agentforce AI unit, Business Insider reported, quoting employees familiar with the matter.

January 23, 2026: Amazon layoffs expected to disproportionately hit AWS and tech talent

As the market slows down, AWS and other Amazon units are preparing for another round of layoffs, which is expected to overwhelmingly impact tech talent. An email from HR leader Beth Galetti on Jan. 28 confirmed 16,000 job cuts.

January 15, 2026: Ericsson plans to shed 1,600 jobs in Sweden

 Ericsson lans to cut some 1,600 jobs in Sweden, the telecommunications equipment maker said doubling down on recent cost-saving measures that have helped it weather a prolonged downturn in telecoms spending, Reuters reports.

January 13, 2026: Meta plans to cut around 10% of employees in Reality Labs business

Meta plans to cut around 10% of the employees in its Reality Labs division who work on products including the metaverse, according to three people with knowledge of the discussions, according to The New York Times.

Layoffs in 2025

• Cisco
• Oracle
• Windsurf
• Intel
• Microsoft
• Crowdstrike
• HPE
• Autodesk
• HPE
• CISA
• Workday
• Salesforce
• Meta

Global tech-sector layoffs surpass 244,000 in 2025

Economic uncertainty, elevated interest rates, and AI adoption have driven workforce reductions across tech companies worldwide, according to a RationalFX report.

October 28, 2025: Amazon to cut 14,000 jobs across company

Amazon will reduce its overall workforce by 14,000, cutting layers of management across the company and hiring in some areas to support its “biggest bets”.

August 18, 2025: Cisco and Oracle to cut hundreds of Bay Area jobs

Tech companies Cisco and Oracle are cutting hundreds of jobs across the Bay Area. Cisco will eliminate 221 positions at its Milpitas and San Francisco offices, effective Oct. 13. Oracle is reducing 101 positions in Santa Clara on the same date 

August 5, 2025: 3 weeks after acquiring Windsurf, Cognition offers staff the exit door

Cognition, the AI coding startup that acquired rival company Windsurf three weeks ago, laid off 30 employees last week and is offering buyouts to the roughly 200 remaining employees on the team, reports The Information.

July 25, 2025, Intel to lay off 22% of workforce, CEO Tan signals ‘no more blank checks’

Intel will reduce its workforce to 75,000 employees by the end of 2025 as new CEO Lip-Bu Tan implements sweeping changes designed to transform the struggling chipmaker

July 8, 2025, Intel layoffs begin: Chipmaker is cutting many thousands of jobs

Intel has begun laying off employees across the company. CEO Lip-Bu Tan told workers back in April to expect major layoffs at Intel in the coming months as the chipmaker slashes costs and overhauls its organization after years of technical setbacks and falling sales.

July 2, 2025: Microsoft will cut 9,000 workers

Microsoft will lay off about 9,000 employees, a source familiar with the workforce cut told CNBC.  The cuts will reportedly affect less than 4% of Microsoft’s global workforce and will impact different teams, geographies and levels of experience. This is the latest in a string of cuts the tech giant has made this year.

June 17, 2025: Intel looks to factory layoffs to return to profitability

Intel will lay off up to 20% of its manufacturing sector employees starting in July, according to media reports, as the company looks for options as it seeks a return to profitability. The cuts reportedly will be made around the world, but some of the layoffs will be closer to home, according to a report in The Oregonian citing an internal company memo from Intel manufacturing Vice President Naga Chandrasekaran.

May 7, 2025: CrowdStrike to lay off 5% of staff

CrowdStrike announced a plan to cut about 500 roles, roughly 5% of its workforce, to streamline operations and reduce costs. The cybersecurity company will incur about $36 million to $53 million in charges related to the layoffs

March 6, 2025: HPE cuts 2,500 jobs, remains committed to Juniper buy

CEO Antonio Neri told Wall Street analysts that HPE would begin implementing a cost-cutting program involving layoffs of about 2,500 employees over the next 18 months. HPE employs about 61,000 people worldwide.

Feb. 27, 2025: Autodesk to lay off 9% of workforce

Software maker Autodesk is laying off 1,350 staff. With the rise of subscription and multi-year contracts billed annually, and self-service enablement, it finds it needs fewer sales staff, CEO Andrew Anagnost said in a message to employees. And with its cloud, platform, and AI products proving most profitable, it’s concentrating its staff and investments there.

Feb. 27, 2025: HP to lay off 2,000 more

As part of an ongoing restructuring, HP plans to lay off up to another 2,000 workers. In recent weeks, the company has tried — unsuccessfully — to do away with telephone support staff by forcing callers to wait for at least 15 minutes if they refuse to use self-service support resources online. The company swiftly backtracked, but wider job cuts are still on.

Feb. 21, 2025: CISA lays off 130

Government employees get laid off too: In this case, 130 workers at the US Cybersecurity and Infrastructure Security Agency are being shown the door as a result of a DOGE decision. Cybersecurity experts are concerned that the cuts will harm the international collaborations that CISA has fostered, quite apart from their concerns about the security of the DOGE layoff process itself.

Feb. 5, 2025: Workday lays off 1,750

As it moves to invest more in AI and international growth, Workday is laying off 8.5% of its workforce and disposing of unused office space. Some analysts fear the cutbacks will affect the company’s customer service — unless AI can pick up the slack.

Feb. 4, 2025: Salesforce lays off over 1,000

At the same time as it’s hiring sales staff for its new artificial intelligence products, Salesforce is laying off over 1,000 workers across the company, according to Bloomberg. As of June, 2024, the company had over 72,000 employees, according to its website. Salesforce did not comment on the report. In 2024 the company reportedly laid off around 1,000 staff too, in two waves: January and July.

Jan. 14, 2025: Meta will lay off 5% of workforce

Mark Zuckerberg told Meta employees he intended to “move out the low performers faster” in an internal memo reported by Bloomberg. The memo announced that the company will lay off 5% of its staff, or around 3,600 staff, beginning Feb. 10. The company had already reduced its headcount by 5% in 2024 through natural attrition, the memo said. Among those leaving the company will be staff previously responsible for fact checking of posts on its social media platforms in the US, as the company begins relying on its users to police content.

Tech layoffs in 2024

• Equinix
• AMD
• Freshworks
• Cisco
• General Motors
• Intel
• OpenText
• Microsoft
• AWS
• Dell

Nov. 26, 2024: Equinix to cut 3% of staff

Despite intense demand for its data center capacity, Equinix is planning to lay off 3% of its workforce, or around 400 employees. The announcement followed the appointment of Adaire Fox-Martin to replace Charles Meyers as CEO and the departures of two other senior executives, CIO Milind Wagle and CISO Michael Montoya.

Nov. 13, 2024: AMD to cut 4% of workforce

AMD will lay off around 1,000 employees as it pivots towards developing AI-focused chips, it said. The move came as a surprise to staff, as the company also reported strong quarterly earnings.

Nov. 7, 2024: Freshworks lays off 660

Enterprise software vendor Freshworks laid off around 660 staff, or around 13% of its headcount, despite reporting increased revenue and profits in its fourth fiscal quarter. The company described the layoffs as a realignment of its global workforce.

Sept. 17, 2024: Cisco lays off 6,000

After laying off around 4,200 staff in February, Cisco is at it again, laying off another 6,000 or around 7% of its workforce. Among the divisions affected were its threat intelligence unit, Talos Security.

Aug. 20, 2024: General Motors lays off 1,000 software staff

More than 1,000 software and services staff are on the way out at General Motors, signalling that it could be rethinking its digital transformation strategy. In an internal memo, the company said that it was moving resources to its highest-priority work and flattening hierarchies.

August 1, 2024: Intel removes 15,000 roles

Intel plans to cut its workforce by around 15% to reduce costs after a disastrous second quarter. Revenue for the three months to June 29 stagnated at around $12.8 billion, but net income fell 85% to $83 million, prompting CEO Pat Gelsinger to bring forward a company-wide meeting in order to announce that 15,000 staff would lose their jobs. “This is an incredibly hard day for Intel as we are making some of the most consequential changes in our company’s history,” Gelsinger wrote in an email to staff, continuing: “Our revenues have not grown as expected — and we’ve yet to fully benefit from powerful trends, like AI. Our costs are too high, our margins are too low. We need bolder actions to address both — particularly given our financial results and outlook for the second half of 2024, which is tougher than previously expected.”

July 4, 2024: OpenText to lay off 1,200

OpenText said it will lay off 1,200 staff, or about 1.7% of its workforce, in a bid to save around $100 million annually. It plans to hire new sales and engineering staff in other areas in 2025, it said.

June 4, 2024: Microsoft lays off staff in Azure division

Microsoft laid off staff in several teams supporting its cloud services, including Azure for Operations and Mission Engineering. The company didn’t say exactly how many staff were leaving.

April 4, 2024: Amazon downsizes AWS in a fresh cost-cutting round

Amazon announced hundreds of layoffs in the sales and marketing teams of its AWS cloud services division — and also in the technology development teams for its physical retail stores, as it stepped back from efforts to generalize the “Just Walk Out” technology built for its Amazon Fresh grocery stores.

April 1, 2024: Dell acknowledges 13,000 job cuts

Dell Technologies’ latest 10K filing with the US Securities and Exchange Commission disclosed that the company had laid off 13,000 employees over the course of the 2023 fiscal year; it characterized the layoffs and other reorganizational moves as cost-cutting measures. “These actions resulted in a reduction in our overall headcount,” the company said. A comparison to the previous year’s 10K filing, performed by The Register, found that Dell employed 133,000 people at that point, compared to 120,000 as of February 2024. Dell announced layoffs of 6,650 staffers on Feb. 6, but it is unclear whether those cuts were reflected in the numbers from this year’s 10K statement.

See news of earlier layoffs.

The traditional methods of measuring success no longer tell the full story. Here’s what should replace them — and why.

In brief:

• AI is transforming software as a service (SaaS), and the old ways of keeping score no longer apply.
• Smart companies are evolving new metrics that provide deeper insight into how AI-native software is performing in a new marketplace.
• These changes impact everything from pricing to valuations.

The transformation of the software-as-a-service (SaaS) industry toward AI-native operating companies is rapidly changing the unit of value across the industry.

The traditional metric of seats — which measured access — is rapidly giving way to credits designed to measure work performed. This evolution is upending the industry in multiple ways, impacting everything from pricing to enterprise valuations.

While many companies still cling to seat-based metrics to measure growth, efficiency and durability, the future is likely to be one in which companies utilize a credit-centric metrics framework, with seats and outcomes as the bookends of a spectrum.

Why do software companies need new metrics?

Why the rethink, and why now? There are five major forces that are driving this shift:

1. The unit of value is changing. Seats measured who could access software, and credits measure what the software actually does. But in an AI-native world, agents don’t have seats; they have workloads. Over the past 18 months, every major SaaS platform has moved to some forms of credit or consumption unit.
2. The cost of goods sold (COGS) is exploding. AI inference adds real per-unit costs that scale with usage. In an AI-native world, software companies can’t scale to infinite users at near‑zero marginal cost as before.
3. Buying is moving up the org chart. AI-native applications shift purchasing to higher-level operators — such as line-of-business leaders or chief operating officers — which expands the market from software budgets to labor budgets. And because AI agents replace services as well as software, the total market opportunity is 3x to 10x larger than traditional SaaS.
4. Time to value (TTV) is collapsing. With AI-native tools, customers start seeing meaningful results in weeks rather than quarters. Onboarding and setup are fast, workflows are pre-built, and there’s no need for extensive customer success or professional services — dramatically reducing implementation time and costs.
5. Retention is bifurcating. AI forces clarity in a way that traditional SaaS couldn’t. Products that can provide value become even “stickier” and retain customers. Those that don’t churn faster. In an AI-native marketplace, the middle disappears.

How this shift is impacting pricing

Given how AI-native software is transforming the market, the shift to more variable pricing options is inevitable.

Seats won’t go away completely. Subscription pricing based on the number of users is stable and predictable and will continue to work for some customers. Tokens — the use of pass-through pricing for underlying compute — will fit those customers where the AI feature is commoditized or the buyer wants transparency into costs.

Credits will likely become the dominant architecture because they provide a simple metric for both customers and providers. The vendor sets the conversation ratio between credits and underlying compute, shielding the customer from inference cost details. Credits are easy to understand and can be packaged into annual contracts for multiple features and products.

Finally, the industry will likely see some move toward outcome-based pricing for results such as resolved tickets, recovered revenue or qualified leads. This strategy will mostly be limited to verticals where it is easy to prove AI impacted the result.

Where a software vendor sits on this spectrum is a signal of differentiation and pricing power. Credits are where most defensible AI-native businesses are landing because they balance customer predictability with vendor margin control.

How AI upends classic SaaS metrics

When SaaS was in its infancy, companies settled on key metrics designed to answer a small set of core questions. Are we growing? Are customers using the product? Are we retaining and expanding accounts?

But as AI upends software itself, it is also requiring companies to adopt new metrics to track success. These new metrics fall into three primary buckets, rebuilt around the pricing spectrum described earlier and the trend toward credits as the primary frame:

Revenue composition

• Committed credit annual recurring revenue (ARR) vs. burndown ARR: Measuring the credits sold on annual commitment vs. those consumed and replenished. This is the single most important split for valuation. Committed credits behave like subscription and burndown behaves like usage.
• Credit utilization rate: The percentage of purchased credits consumed per period. This is a leading indicator of renewal sizing.
• Credit burn velocity: How fast is a customer consuming their credits, and is that consumption increasing or decreasing quarter over quarter? This metric predicts expansion or contraction before it shows up in ARR.
• Effective price per credit: The real revenue per credit after discounts, overage and rollover, which can detect revenue leakage and help companies set smarter guide rails.

Margin reality

• Credit margin: The gross profit the company earns per credit after subtracting inference costs. This is the core economic unit for AI-native, usage-based businesses — the replacement for gross margin per seat used in SaaS.
• Inference-adjusted gross margin: By carving out AI inference costs separately in the P&L statement, you can see true AI margins, avoid hiding deterioration inside blended SaaS margins, and clearly distinguish AI economics from legacy SaaS economics.
• Compute leverage ratio: This metric measures how efficiently the business converts compute spend into revenue. It shows whether your AI margins are improving as you scale.
• AI-adjusted “Rule of 40”: This updated metric recalibrates the traditional growth and profitability benchmark to account for AI’s lower gross margins and variable inference costs, giving a more accurate picture of business health for AI-native companies.

Behavioral and value signals

• Time-to-first outcome: Replaces traditional onboarding metrics. Tracks how fast a customer reaches their first measurable result.
• Adoption: AI-native adoption is measured by workflow penetration and active agent density, not seat count. As AI replaces human-driven usage, the unit of adoption shifts from people to automated workflows and agents.
• Net credit retention (NCR): Credit-volume retention across the customer base, tracked separately from net recurring revenue to avoid price-change impact.

Along with these new metrics, the industry’s transformation is prompting companies to retire or recalibrate old SaaS measures, including per-seat ARR as a primary key performance indicator (KPI), traditional magic number calibrated to subscription dynamics, unadjusted Rule of 40, customer success metrics tied to human touchpoints, and blended gross margin without AI COGS carve-outs.

What does this mean for enterprise value calculations?

As the internal metrics of success change, so do the ways the investment community measures growth and long-term viability.

Increasingly, a company’s valuation multiple depends on whether its revenue behaves like committed subscription ARR or volatile usage ARR, and the commit‑to‑burndown ratio is the metric investors use to decide where the company fits.

For example, a business with 80% committed credit ARR could trade closer to subscription comps and one with 80% burndown could trade closer to usage comps even though both have the same types of customers. Being able to proactively explain the commit‑to‑burndown mix can help companies avoid undervaluation.

In addition, utilization is expected to replace net promoter scores and seat usage as the primary predictor of churn or expansion. Low utilization guarantees downsizing at renewal, so companies must track utilization cohorts the same way SaaS tracks logo retention cohorts today.

We’re also seeing an inversion of the operating model, with R&D and COGS moving up the P&L and sales and marketing (S&M) and customer success (CS) moving down or sideways. The net operating leverage profile is structurally different from classical SaaS, and the cost-to-scale curve looks different too.

Finally, credit margin engineering is a hidden value-creation lever. The gap between price per credit and cost per credit is set by the software vendor and can be optimized. Most operators have barely started managing this rigorously, and the ones who do will pull away on margin.

What this means for leaders, boards and investors

The shift from classic SaaS metrics to new AI‑native measures isn’t cosmetic. It represents the seismic change the industry is experiencing as AI matures and transforms products and organizations.

While these metrics — and perhaps others yet to be determined — may evolve over time, there is no doubt they are already changing how AI companies allocate capital, price products, incent sales teams, evaluate performance and communicate with investors.

It’s important to remember that SaaS metrics were practical tools for a specific era of software. As that era draws to a close, winning companies will choose new metrics that shape behavior and drive smart decision-making.

The views reflected in this article are the views of the author and do not necessarily reflect the views of Ernst & Young LLP or other members of the global EY organization.

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Over the past few years, I have learned that basic prompts produce inconsistent, hallucination-prone results that no executive would trust in production. What turned the tide was my move to advanced prompting techniques. These weren’t theoretical experiments; they became a practical foundation for reliable, measurable outcomes. I want to share the techniques that consistently delivered the biggest gains in my projects, complete with real before-and-after examples, copy-paste templates, lessons from failures and guidance on when to evolve beyond prompting to agentic systems.

Why advanced prompting still matters in enterprise settings

Sophisticated prompting remains essential for control, reliability and compliance. If you “ask nicely” and hope for the best, you need deterministic behavior, auditable reasoning and minimal risk of hallucination. Here’s what worked for me.

1. Chain-of-Thought (CoT) and its variants: Unlocking step-by-step reasoning

The problem: Models would jump to conclusions on complex analysis tasks, especially involving data interpretation or multi-step logic.

What I did: I started explicitly instructing the model to “think step by step” and show its reasoning.

Before (basic prompt): “Analyze last quarter’s sales data and recommend three actions.”

After (CoT prompt):

“You’re a senior business analyst. Analyze the following sales data step by step: [data]. First, identify the key trends. Second, calculate the rates and anomalies. Third, link findings to business context. Finally, recommend the three prioritized actions with expected impact. Explain your reasoning at each step.”  

Results: Accuracy and depth improved dramatically.

Variants that worked well: Self-consistency. I ran the same CoT prompt multiple times and took the majority consensus. This reduced variability significantly.

Template you can use:

You are [expert role]. Solve this problem by thinking step by step.

[Task or question]

For each step:

1. State your observation or calculation.

2. Explain the implication.

3. Proceed only when confident.

Final answer in this format: [structured output]

2. Tree-of-Thoughts (ToT): Exploring multiple reasoning paths

For truly complex decisions such as resource allocation or risk assessment, linear CoT isn’t enough. Tree-of-Thoughts lets the model generate and evaluate multiple branches.

Example: I was helping a client evaluate three potential vendor platforms for an AI deployment. A standard prompt gave a superficial comparison. With ToT

Prompt Snippet:

Explore three different reasoning paths for selecting the best vendor platform:

Path 1: Focus on cost and scalability.

Path 2: Focus on security, compliance and integration.

Path 3: Focus on innovation and long-term roadmap.

For each path, evaluate pros/cons against our requirements [list].

Then, compare the paths and recommend the strongest overall option with justification.

Outcome: The model surfaced nuanced trade-offs (e.g., one vendor had superior security, but higher integration cost).

When to use: Strategic planning, troubleshooting or scenarios with high uncertainty and multiple viable approaches.

3. ReAct (Reason+ Act) and prompt chaining: Moving toward agentic behavior

One of the biggest leaps I have noticed comes from combining reasoning with tool use and chaining prompts.

ReAct example: (used in data analytics workflow)

You are an AI analyst with access to tools. For the query below:

1. Reason about what information you need.

2. Choose the appropriate tool or action.

3. Observe the result.

4. Repeat until you can answer confidently.

Query: [user request]

In practice, I chained this with retrieval tools. One automated quarterly compliance reporting; the system reasoned about required data, pulled relevant records, validated them, and generated the reports.

4. Meta-prompting and self-reflection: Letting the model improve itself

Use the model to refine its own prompt. This is a huge time-saver.

You are an expert prompt engineer. Improve the following prompt for clarity, structure and effectiveness with [target model]. Make it more precise while preserving intent.

Original prompt: [paste]

Provide the improved version and explain your changes.

Self-reflection loops (asking the model to critique its own output and revise) are a game-changer for content generation and code-review tasks.

5. Multimodal and structured output techniques

With vision-enabled models, I started combining text with images (e.g., uploading architecture diagrams or dashboards).

Tip from experience: Be extremely specific in describing what the models should focus on.

Best practices I learned the hard way

• Start simple, then layer complexity: Over-engineered prompts from Day One usually backfire.
• Model specific tuning: Some models respond better to XML delimiters; others to explicit reasoning.
• Evaluation and versioning: Treat prompts like code if you track versions and run automated evals.
• Security guardrails: Always include instructions against prompt injections and respect data boundaries.
• When to stop prompting: For repetitive, high-stakes workflows, move to full agents or an orchestration framework.

Final takeaways for technical leaders

Advanced prompt engineering has now become a core competency for anyone responsible for enterprise AI outcomes. Start by picking one technique and apply it rigorously to a real business problem. Document before/ after and you will notice why it’s worth mastering.

The field continues evolving towards more automated and agentic systems, but the ability to precisely direct AI reasoning remains foundational.

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