The AI Gold Rush is real. So is the wreckage it’s leaving behind.

I’ve been building digital products for 30+ years.

I’ve watched the internet arrive. I watched mobile change everything. I watched SaaS eat the world. And every single time, the same thing happened — the noise came first, the damage came second, and the clarity came last.

AI is no different. Except this time the cycle is compressed into months, not years.

Here’s what I’m seeing on the ground right now: businesses of every size are making rushed, expensive, sometimes catastrophic decisions about AI. Not because they are naive. Because the landscape is moving so fast that nobody has time to separate the genuinely transformative from the technically impressive but ultimately hollow.

And that’s the problem I feel compelled to help solve.

Dewsign is Conscious Digital®

That’s not a tagline. It’s our ethos. A belief system we’ve been operating from long before it was fashionable to talk about values in business.

Conscious Digital® means we build with truth and with pure positive intention. It means we ask harder questions before we write a single line of code. It means we don’t recommend something because it’s new or because it generates a margin. We recommend it because it’s right.

And right now, that lens matters more than it ever has.

The honest truth about AI in 2026

Most of what’s being sold as “AI transformation” is noise.

There is genuinely extraordinary capability emerging — tools that will fundamentally change how businesses operate, how decisions get made, how creative work happens. We use them every day. We’re embedded in them. I’m excited by them in a way I haven’t been excited about technology in a long time.

But alongside that signal, there is an enormous amount of junk. Junk integrations. Junk workflows. Junk SaaS layers wrapped around models that don’t actually solve the business problem. And when that junk gets wired into critical business infrastructure; fulfilment, customer service, financial operations - the consequences are not abstract. If not done well, the results can be negative and detrimental rather than positive and beneficial.

My role, as I see it

I’m not positioning myself as an AI guru. I have no interest in that. What I bring is 30+ years of pattern recognition. A deep understanding of the process of building digital products and services. Of having watched hype cycles before. Of understanding that the technology is only ever as good as the thinking underneath it.

My role is to help cut the wheat from the chaff. Not just for our Shopify ecommerce clients, for businesses of every kind, of every size, navigating this transition.

The next few years are going to be genuinely disruptive like nothing we have ever seen. They’re also going to be genuinely clarifying. The businesses that come out stronger will be the ones that made conscious decisions, not reactive ones.

I want to help more of them do that.

Start a conversation

If you’re a founder, an operator, or a leader trying to figure out where AI actually fits in your business - and where it doesn’t - I’d genuinely love the conversation. Not a pitch. A conversation.

Get in touch.