The short version

Scott Galloway predicted on January 13, 2025: “‘The biggest mistake we make in marketing is believing that choice is a good thing,’ Galloway said. ‘It’s not. It’s a tactic. Consumers don’t want more choice. They want to be more confident in the choices presented and they want fewer choices.’ He pointed to TikTok — what he described as ‘Netflix plus…

Prediction by

Scott Galloway

On January 13, 2025

“‘The biggest mistake we make in marketing is believing that choice is a good thing,’ Galloway said. ‘It’s not. It’s a tactic. Consumers don’t want more choice. They want to be more confident in the choices presented and they want fewer choices.’ He pointed to TikTok — what he described as ‘Netflix plus AI’ — as a prime example of how consumers will increasingly look to AI-enabled platforms to help make those choices, including travel recommendations.”

Follow-up

AI-driven recommendation systems across various platforms (e-commerce, streaming) are increasingly focusing on presenting fewer, more targeted options, prioritizing confidence over raw choice. This aligns with observable shifts in AI-driven design and merchandising over 2024-2025.

From the High Caliber AI network — see the AI for PR module in the course.