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Companies are scrambling as AI costs spiral out of control—Uber blew through its 2026 AI budget by April, Microsoft revoked licenses, and Priceline’s AI contracts jumped fivefold. Despite cheaper per-token pricing, usage has skyrocketed thanks to autonomous agents, leaving early adopters drowning in bills. Some firms are three times over budget already, and one racked up a $500M tab. A new market is emerging to rein in spending, with startups, vendors, and the Linux Foundation’s Tokenomics Foundation aiming to bring FinOps-style cost control to AI. The vibe has shifted from “go fast” to “how do we control this?”—echoing cloud’s early days but with even bigger stakes.
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