Microsoft’s big lead over AI competitors like Google and others has vanished, and the company is now playing catch-up. As a result, Microsoft’s stock has tanked in the last year — down roughly 23% compared to a year ago, due mainly to its massive AI spending and an inability to monetize Copilot. 

The company clearly needs to do something. And last week it did, though not what you might expect. It laid off 4,800 people, a little more than 2% of its worldwide workforce, with its Xbox division hit hardest. And it’s not reducing its massive spending on AI data centers or other AI-related costs.

The New York Times explained the cuts this way: “It is Microsoft’s latest employee culling as it plows tens of billions of dollars into the infrastructure for building artificial intelligence.”

Was cutting back on gaming (while still going all-in on AI) the right move for Microsoft? To answer that, let’s take a look at the details of the company’s July layoffs.

A year of layoffs

The recent cuts come in the wake of larger Microsoft workforce reductions over the last year or so. In May 2025, the company laid off 6,000 employees, about 3% of its workforce. Then a few months later, it laid off 9,000 more, about 4% of its workers. In both rounds of cuts, the company’s gaming division was hit — though it wasn’t the primary target.

This year, in April and May, the company rolled out its first voluntary retirement program for US employees. Approximately 3,000 people took the money and ran.

Then came last week, when Microsoft primarily targeted gaming. When the cuts take full effect over the next year, 2,850 gaming employees will be let go. In addition, Microsoft is cutting loose several of its gaming studio brands, which will become independent companies or be sold to buyers.

The layoffs hit the two remaining gaming studios, Activision Blizzard, which makes the big-selling games Call of Duty and Candy Crush, and ZeniMax Media, which publishes series including Fallout and The Elder Scrolls. Three years ago, in 2023, Microsoft bought Activision Blizzard for $69 billion. That followed its purchase of ZeniMax Media in 2020 for $7.5 billion. Both seemed like sizable acquisitions at the time. 

Compared to Microsoft’s AI spending now, they’re chump change.

Follow the money

A memo sent to employees about the July layoffs by Amy Coleman, Microsoft executive vice president and chief people officer, made clear the layoffs were more about AI than they were about gaming. 

Of the cuts, she wrote: “The “why” is this: our business is changing because the world around it is changing. The way technology is built, deployed, and used is transforming faster than at any point in my time here. Our customers’ needs are shifting, the business models that serve them are shifting, and that means the work itself — what we do, where we focus, and how we’re organized — has to transform, too.

“Our customers are navigating this same shift, and they’re counting on us to help them through it.”

That last sentence is an oblique reference to the early July launch of the Microsoft Frontier Company, which will embed 6,000 engineers inside customers’ businesses to help them more effectively deploy AI. The cost: $2.5 billion.

That sounds like a substantial amount of money. But it’s only a drop in the bucket of how much money the company plans to spend on AI. In April, Microsoft told investors it would spend $190 billion on data centers and other AI infrastructure this year, a 60% increase over what it spent last year. At the same time, Microsoft said it would shrink its workforce.

Its latest layoffs are clear-cut evidence of that. It’s also evidence that the company recognizes how badly Xbox has performed, and that it needed to do something about it. 

In early June, Microsoft sent a memo to everyone in its Xbox division entitled “Next 100 Days: XBOX Reset.” The memo laid out the problems with its ailing game business and pulled no punches. It noted that beyond the $69 billion the company spent three years ago to buy Activision, “Over the past five years, we have spent over $20 billion on ongoing investments in our content, platform, and hardware subsidy, but our annual revenue has declined nearly half a billion during that time. Going forward, this cannot continue.” 

The layoffs and spinoffs were the first steps. They won’t be the last.

There’s no doubt this is just the beginning of Microsoft’s disinvestment in gaming. The issue isn’t just that the company’s investments haven’t paid off. It’s that Microsoft’s AI ambitions are so large and expensive that it can no longer afford to seriously fund gaming.

Ultimately, it was the right thing to do, at least from a business perspective. The future is AI. It’s not in gaming.

So, for the foreseeable future at Microsoft, when it comes to AI — the sky’s the limit. But when it comes to gaming, things look much less rosy.

For all its potential, generative AI, on the whole, churns out a lot of junk.

Yet employees are becoming ever more reliant on this “workslop” masquerading as high-quality material, says a recent Harvard Business Review blog. They become lazy and less productive, quality control goes off the rails, and integrity and trust begin to erode.

Experts urge enterprises to act now, before they lose control entirely.

“When slopification happens at scale and in sequence across a business’s processes, those processes themselves — and their outputs — start to deteriorate,” Matthias Holweg, professor at the University of Oxford’s Saïd Business School, and analyst Thomas H. Davenport argue in the post. “Eventually, people start to lose trust in the processes that they rely on to do their jobs.”

They call this organization-level phenomenon “knowledge decay.”

Three key challenges

Holweg and Davenport identify three key challenges to address when it comes to AI-generated content in the workplace, to ensure knowledge decay isn’t occurring: verification, validation, and entropy.

Verification requires “disentangling” authentic human content from AI-generated content that could contain glaring errors, they note.

This can be time-intensive and involve critical thinking and additional research, and in many cases the effort negates the gains gleaned from AI use. In the case of hiring, for example, in addition to using AI to write their resumes and CVs, tailoring their prompts to the AI ranking algorithms to ensure they rise to the top of the queue, some candidates are getting crafty, using AI clandestinely to generate responses to interview questions in near-real time.

All this taken together can result in candidates who are subpar or simply not a good fit for an organization. As a result, recruiters may then have to spend more time doing on-site interviews where AI access isn’t available, Holweg and Davenport contend.

Another issue is knowledge validation: confirming how and where humans have provided real value when AI is used in a workflow. For instance, a consulting firm can easily use AI to create standard written reports and PowerPoint slides, while their clients are paying for expert human insights.

“Human experts now have to justify not only the quality of the output submitted, but also that actual human intellectual work has produced it,” Holweg and Davenport emphasize.

Finally, knowledge entropy is like a “risky AI-based game of telephone”: As knowledge is passed through an AI again and again in an iterative process, it moves further away from the original “ground truth” data that was used to create it in the first place, they point out.

“The greater the number of iterations of content through an LLM, the more it will depart from the original,” Holweg and Davenport note. LLMs are probabilistic, “context-agnostic” statistical models that provide next-word-prediction outputs. They have “no conception of fact or truth and simply predict the most likely outputs,” they write.

And when, in some cases, large language models (LLMs) are trained on synthetic data created by other models, the authors write, bigger problems emerge. When this manufactured data subsequently repeatedly goes through the model, it can affect the its accuracy and variability. This is known as “generative inbreeding” or model collapse.

Steps enterprises can take to prevent AI slop

The two experts, therefore, argue for a “fundamental step change” in the ways models are architected, as well as in establishing explicit rules around how they are used.

Naturally, one of the first, and potentially the hardest, steps is restricting employee AI use: It should only be applied to scenarios where it truly adds value, the authors advise.

For instance, when employees or job candidates are allowed to freely design their CVs, they’ll likely use generative AI to “optimize” their work. To prevent knowledge decay, recruiters should rely on structured documents that require factual responses that an AI can’t generate, for example, asking a candidate about a specific role, projects completed, team members involved, suppliers served, and budgets managed.

When generative AI use is allowed or unpreventable, organizations should define what value is being added and establish clarity around the implications, Holweg and Davenport emphasize. “Content does not need to be entirely human-created, but if AI is being used, be clear why and how,” they write.

In one beneficial scenario, AI such as Copilot or Gemini embedded in standard office software makes it “virtually pointless” to manually create more versions of the content of reports and PowerPoint slides, Holweg and Davenport write.

In another example, in performance evaluations, managers can gather specific, detailed information from team members and customers, then use AI to synthesize that material, rather than generating a “tick-box report” of generic bullet points.

Enterprises should also consider how individual AI use impacts an overall process. For instance, in an interorganizational flow like a revenue cycle, everyone involved should know about and agree on how AI would be used and at what steps in the process. It’s not a question of whether AI is better at a given task, as it increasingly is in some scenarios, but whether it is taking over a task to make things more efficient, Holweg and Davenport write.

Ultimately, however, they posit, public LLMs add “little to no real value,” because they are generic and often contain mistakes. On the other hand, small language models (SLMs) and proprietary models trained on company-specific data can augment human work.

From an architectural perspective, enterprises should track the history of both structured and unstructured data and understand “ground truth” information. Materials like customer interviews provide critical facts, emotions, and context; if AI is used to alter or summarize these, enterprises must identify and record the underlying ground truth data and point back to verifiable, authentic content.

In the end, Holweg and Davenport emphasize, enterprises should establish pragmatic practices now, lest they repeat the mistakes of the past.

“If we fail to address the uncontrolled proliferation of generative AI in our business processes, we are likely to see a rerun of the ‘productivity paradox’ observed with the growth of corporate computing half a century ago,” they write.

Blending ‘human capital’ and ‘token capital’

Other experts also agree on the importance of blending the best of humans with the best of AI.

Microsoft CEO Satya Nadella describes this model as the incorporation of “human capital’ with “token capital.” The former is the human “knowledge, judgment, relationships, ingenuity, and pattern recognition,” while the latter is in built and owned AI capabilities. The opportunity is in melding the two in a learning loop.

In this loop, humans will guide AI systems, set goals, and identify patterns, so AI isn’t “running in circles,” Nadella wrote in an X post. Internal evaluations can determine whether AI is improving when measured against company-specified benchmarks, thus creating institutional memory that is “query-able,” using fewer tokens and saving enterprises money.

Nadella noted: “Every improved workflow generates a better training signal, which accelerates the accumulation of tacit knowledge unique to the firm.”

This article originally appeared on CIO.com.

Because generative AI (genAI) tools and services have become so ubiquitous (and popular), the costs of using them are going through the roof — leading to an insatiable appetite for tokens.

Tokens represent a common way to measure and price AI use. Much like letters and words in English, large language models (LLMs) grasp a sentence or query by breaking words into tokens.

With the AI explosion well under way, tokens are now “the fundamental units of data our models process, many representing a problem being solved,” according to Google CEO Sundar Pichai. (Google, by the way, processes about 3.2 quadrillion tokens a month.)

But as the price of all those tokens adds up, business and IT execs are looking for ways to cut costs while keeping corporate productivity up. Uncontrolled token use has already landed one company with an unexpected $500 million AI bill. 

There are a number of ways companies can rein in the price of AI at the model, infrastructure, silicon, and business levels. Here’s a look at how some of those savings might actually be achieved.

Switch to lower-cost models

One way of potentially saving money is by re-routing AI work to a cheaper model, Pichai said. At Google that would Gemini 3.5 Flash. It delivers “frontier-level capabilities at less than half the price of comparable frontier models.

“If companies use a mix of [Gemini 3.5] Flash and other frontier models, they could save a lot of money,” Pichai said.

Those kinds of models provide cheaper tokens, with reasoning that’s good enough for many users — if not as strong as mainstream Gemini 3.5 — to deliver useful results.

“There is sometimes overkill with the [LLMs],” said Deepak Seth, senior director analyst at Gartner. “I don’t always need a large language model which has been trained on the works of Charles Dickens and Shakespeare and Harry Potter.”

Hyperframe Research principal analyst Steven Dickens can’t stop using Amazon’s Quick, which costs $20 a month, for personal tasks. “It is great personal ROI as it has not only made tasks faster, but unlocked tasks I would never have even attempted previously,” Dickens said.

Don’t forget the hardware and software part of the equation

The token crisis isn’t new, said Dheeraj Pandey, CEO of DevRev, who likens what’s going on now in the AI market to the disruptions that emerged with the arrival of cloud computing and virtualization years ago. 

“We let chaos reign and then we had to rein in the chaos,” Pandey said. “The word that people started using was server consolidation and virtualization.”

The answer to the token problem, he said, is the same: “Anything in systems can be solved with caching and indirection.”

DevRev, for example, is building a memory layer between AI agents and primary data sources, such as Salesforce or ERP records; that can cut token load and make data movement more efficient. The layer holds a knowledge graph with answers to common agent questions and runs on cheaper CPUs, avoiding more costly GPU cycles.

Sending agents straight at systems like ServiceNow and Salesforce “will burn a lot more tokens. It’s also not precise. And finally, it’s not safe enough where I can roll it back in case an agent has committed a mistake,” Pandey said.

Network automation firm NetBrain uses a different method: It uses conventional computing to map a network’s layout then feeds only key information to models for planning and reasoning, where AI excels. “So you don’t have to spend all the tokens,” said Netbrain CTO Song Pang.

Focus on prompt efficiency

Staffing firm ManpowerGroup has found that prompt efficiency can be an effective tool for improving token use, both internally and externally for clients.

For example, users accessing its internal labor-market tool initially needed 10 follow-up questions to drill into a query. A year later, more efficient use of prompts has brought that number down to an average of four, said Max Leaming, head of data science and AI solutions at ManpowerGroup. 

“They’re using fewer tokens and they’re simply more efficient,” he said. “And that in large part has to do with your ability to prompt efficiently.”

Go local

New AI hardware that generates free tokens at home could ease some of the cost crisis.

At GTC Taipei earlier this month, Nvidia and Microsoft unveiled RTX Spark, an agentic AI desktop PC that runs agents and 120-billion-parameter models locally on Windows. The goal is “to deliver unmetered intelligence to every home and every desk with Windows,” Microsoft CEO Satya Nadella said in a statement.

Some companies are looking to reduce cloud AI costs by putting their own hardware in data centers, with vendors such as HPE and Dell providing servers installed in independent facilities. (On-premise AI is gaining ground amid sovereign AI and geopolitical concerns, including the recent conflict in the Middle East, where large data centers were struck with missiles.)

“There are local, region-specific and multiple vendor AI solutions. All of those things can help mitigate the risk. But they’re not going to eliminate it,” said Max Goss, senior director analyst at Gartner.

Use forward-deployed engineers

Reducing token costs is something that may fall to forward-deployed engineers (FDEs) in customer environments, said Taimur Rashid, managing director of AWS’s Generative AI Innovation Center.

“I expect these teams to be able to architect systems that have those cost requirements in mind, whether it’s use a different model or a different use case that doesn’t increase the per-token cost,” Rashid said.

Companies may spend heavily on token consumption, “but if you’re generating revenue, as long as the economics work out, then you’re at peace,” Rashid said.

The use of FDEs is gaining ground as IT decision-makers look to both rollout successful AI deployments while also keeping an eye on costs.

Change the measure of success from tokens to outcomes

Even with the current emphasis on reducing token use to save money, the metrics used to measure AI success are likely to shift, Gartner’s Seth said. At some point, token-based pricing will move more toward an outcome-based model, where the unit of value is outcomes, not fragments of words.

“Some companies are moving towards outcome-based pricing,” Seth said. “When people start realizing the real cost of tokens, then companies will start looking at token efficiency.”