This article explores how companies can leverage high inference costs as a growth strategy rather than a burden. It argues that businesses with AI-driven products should focus on virality and user experience, using inference as a marketing tool instead of traditional sales methods. The piece contrasts two business models: inference-first and sales-first, highlighting the need to choose one to remain competitive.

Paige Tapp, Senior Social Media Manager at BÉIS, discusses the importance of building genuine connections over chasing virality in social media. She shares insights from her career as a professional athlete and how those experiences shape her brand's flexible, creative approach to social media strategy.