Tokenmaxxing Is Breaking AI Strategy

Companies are racing to adopt AI. But what happens when they start incentivizing the wrong behavior? In this episode of Leading Change in the Wild, I break down the rise of “tokenmaxxing” and how AI leaderboards inside major companies are driving massive usage… without delivering real value. From engineers burning tokens to hit leaderboards to companies blowing through millions in AI spend, we are starting to see the consequences of chasing usage instead of outcomes. Here’s what I unpack:

What “tokenmaxxing” is and why it’s spreading across companies
How AI leaderboards are driving the wrong behaviors
The massive cost of AI usage without clear strategy
Why companies are burning through budgets faster than expected
The connection between AI spend and layoffs
What the data actually says about AI productivity gains
Why incentivizing usage instead of value is a leadership failure

The takeaway is clear. More AI usage does not equal more productivity. If you measure the wrong thing, you get the wrong outcome. This is not just a technology problem. It is a leadership problem. Because the way you incentivize behavior will determine whether AI becomes an advantage or a liability. 👇 Let’s discuss:

Is your company tracking AI usage or actual outcomes?
Have you seen behavior like this inside your organization?
What should leaders be measuring instead?

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