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The current AI market is characterized by a "gold rush" mentality and immense pressure for adoption, yet many heavily marketed solutions are technologically immature. This disconnect places key areas of AI, like "AI Agents" and "AI-ready data," at the "Peak of Inflated Expectations," while Generative AI (GenAI) is entering the "Trough of Disillusionment." Unrealistic vendor promises directly cause costly project failures and organizational cynicism, with 62% of AI sales initiatives failing due to poor expectations. This briefing outlines critical strategies for organizations to cut through marketing noise, mitigate risks, and make wise, value-driven AI investments through skepticism and rigorous due diligence.