Rising token costs are no laughing matter. OpenAI's Sam Altman isn't smiling...

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The soaring cost of tokens is causing concern among AI implementators, admits a serious looking OpenAI CEO Sam Altman, but he doesn’t understand why?

In an chat hosted by OpenAI’s Chief Revenue Officer Denise Dresser, Altman said that the second biggest theme he hears about from customers right now is cost:

People are really saying, - it's kind of become a meme now - that, ‘My company spent my entire 2026 budget in Q1 to kind of make this more efficient.’..That has become that way from the beginning of this year. [Before that] it was an issue that never came up. [It went from] people were totally happy with the amount they were spending to all of a sudden a huge issue.

But we have seen plenty of evidence of token resistance kicking in of late. As we noted earlier in the week, recent times have seen US supermarket...

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