The Trough Of Disillusionment And Four Outliers On The Gartner Hype Cycle (2024)

If you haven’t heard of the Gartner hype cycle before, this visual model is really catching on across the AI community.

The Gartner hype cycle, a product of the famed consulting and reporting firm Gartner, takes individual innovations and puts them on a graph with specific staging, according to anticipated adoption models.

In other words, looking at where something is on the cycle, you see where it’s at in general popularity, familiarity and implementation.

One thing that’s interesting about this model is its five distinct stages: there’s an “innovation trigger,” a quick rapid increase in expectations, followed by a “peak of inflated expectations” and a fall back into what’s called a “trough of disillusionment.”

After that there is a redemptive “slope of enlightenment” and an eventual “plateau of productivity.”

Cool semantics (and alliteration) aside, this does offer us a sort of stable vision of many of these new ideas coming down the pike.

For instance, let’s talk about some of the items that Gartner has put right out in front of newer items like synthetic data, neomorphic hardware and generative AI in general.

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First, there’s semantic search, which comes in first place on this Gartner graph as a technology that’s reaching from the trough of disillusionment toward the slope of enlightenment, with a projected time frame of around two to five years.

Computer vision isn’t far behind, followed by autonomous vehicles and in turn, chatbots.

Chatbots has a shorter time frame anticipated, less than two years, where autonomous vehicles, according to the chart, are likely to take over 10 years to develop.

In general, though, it makes sense to put autonomous vehicles on the trough of disillusionment, considering that we’ve been working on them for quite some time, and the early hype was extreme.

One way to explain it is that company started rolling out the models, and people saw firsthand their capability to generate accidents, or in other words, their incapability to ensure safety. (Tesla’s technology comes to mind.)

As for chatbots, perhaps we had inflated expectations, and now we’re building toward stabler integration into business models that might have you talking to a computer a lot more in the years to come.

Computer vision was a puzzler to me, because we’ve come so far in AI capability to look and see what’s around it. With the implementation of convolutional neural networks, we seem to have generated robust computer vision that’s useful and applicable in so many ways. So why is it in the trough of disillusionment?

Well, maybe it’s also making its way upward toward the plateau of productivity, where we’re going to see robots seeing and perceiving their surroundings in popular consumer technologies, say, three years from now.

Here’s something interesting: in a recent conversation we have posted, a friend of mine, Sandy Pentland, asks two others, Ramesh Raskar and Hari Balakrishnan, the following question: Where are we in the hype cycle? (I run MIT classes with Ramesh).

“Well, with generative AI, we're near the peak,” Balakrishnan responds, suggesting that investors should get their bids in within 18 months. “I think that what people will find is tremendous misinformation.”

“I would say there's absolutely a lot of overinvestment in certain areas, but surprisingly, underinvestment in many areas,” Raskar said. “And I would say there's underinvestment in most of the areas. So as we said earlier, many real world sectors are just not getting enough attention. They're going to boom in the next three to five years, not right away, because it takes a long time for new technology to be absorbed … to see the productivity gains … that takes some time, but over the next three to five years, you'll see these underinvested areas really take off. And you can use an analogy from the internet era, you know, in the beginning, everybody bought stock in chip companies and OS companies, right, and Cisco and IBM and so on. But very soon, what was built on top of that, which is the applied internet, you know, eBay, Yahoo, Google, Facebook and so on. That's so much bigger than anybody who's selling chips or internet infrastructure.”

That’s insightful, and gives us a little more on the hype cycle in general. Look for additional reading of the tea leaves as experts and professionals use Gartner’s tool to fill in the blanks.

The Trough Of Disillusionment And Four Outliers On The Gartner Hype Cycle (2024)

FAQs

What is the Hype Cycle trough of disillusionment? ›

The concept of a trough of disillusionment, part of the Gartner Hype Cycle, refers to a phase where, after initial hype and inflated expectations, interest begins to wane as experiments and implementations fail to deliver (though perhaps that is not an entirely fair description of where we are with generative AI).

What is the trough of disillusionment in technology adoption curve? ›

Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.

What is the 4th stage of the Hype Cycle? ›

Phase 4: Slope of Enlightenment

At this stage, more realistic expectations emerge about the product's capabilities, limitations and potential use cases.

What are the stages of the Hype Cycle according to Gartner? ›

The five phases in the Hype Cycle are Technology Trigger, Peak of Inflated Expectations, Trough of Disillusionment, Slope of Enlightenment and Plateau of Productivity.

What is the trough of the cycle? ›

Trough. The trough of the cycle is reached when the economy hits a low point, with supply and demand hitting bottom before recovery. The low point in the cycle represents a painful moment for the economy, with a widespread negative impact from stagnating spending and income.

What are the phases of disillusionment? ›

The book identifies the four stages of burnout (disillusionment) as enthusiasm, stagnation, frustration, and apathy.

What are the 4 stages of technology adoption? ›

What are the technology adoption lifecycle stages?
  • Innovators (2.5%) Innovators include those that are eager to try and adopt new products. ...
  • Early Adopters (13.5%) ...
  • Early Majority (34%) ...
  • Late Majority (34%) ...
  • Laggards (16%)

What are the four stages of the product adoption life cycle? ›

There are four stages in a product's life cycle: introduction, growth, maturity, and decline. A company often incurs higher marketing costs when introducing a product to the market but experiences higher sales as product adoption grows.

What are the 5 stages of the technology adoption curve? ›

Rogers categorised people into five groups: innovators, early adopters, early majority, late majority, and laggards.

How to make a Gartner Hype Cycle? ›

Five phases

A potential technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven. Early publicity produces a number of success stories—often accompanied by scores of failures.

What is the hype cycle theory? ›

The hype cycle represents innovation differently from the conventional technology life cycle or S-curve, where the early phases of innovation are marked by a rapid rise in expectations of the innovation toward the peak of inflated expectations and then a rapid decline through the trough of disillusionment, leading to ...

What is the order of the hype cycle? ›

The hype cycle is a plot of maturity or visibility of an emerging technology as a function of time, and these five phases are the "technology trigger", followed by the "peak of inflated expectations", then the "trough of disillusionment", subsequently the "slope of enlightenment" (waning interest with failure to ...

What are the 4 stages of the classic customer lifecycle? ›

Customer life cycle in CRM is a process that involves identifying, acquiring, and retaining customers through strategic marketing campaigns. The 4 stage customer life cycle consists of four stages: acquisition, conversion, retention, and loyalty.

What is the Gartner Hype Cycle visualizes the adoption lifecycle of technologies? ›

A hype cycle is a graphical representation of the maturity, adoption, and social application of emerging technologies. Within these hype cycles exist multiple stages. At the beginning of the curve is the technological trigger. This is the moment a new technology is introduced.

What are the four stages of the marketing life cycle? ›

The 4 stages of the product life cycle are introduction, growth, maturity, and decline. Learn how to leverage this into your business strategy.

What is the process of disillusionment? ›

Disillusionment arises when life experiences strongly discredited positive assumptions or deeply help beliefs. Under these conditions, people feel lost, confused, and disconnected from their social environments.

What is the hype cycle process? ›

Each hype cycle drills down into the five key phases of a technology's life cycle. A potential technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven.

What is the disillusionment phase of recovery? ›

Disillusionment phase.

Negative reactions, such as physical exhaustion or substance use, begin to surface. The gap between need and assistance leads to feelings of abandonment. This phase can last months and even years. It is extended by trigger events, such as the anniversary of the disaster.

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