The Illusion of “AI-First”: Organizational Rationality and the Performative Translation of AI Hype

Recent work in Philosophy & Technology, such as the analysis of artificial intelligence as “artificial colleagues” by Bieber and Unruh (2025), has examined the practical integration of AI systems within organizational environments. Building on this perspective, this commentary argues that such analyses overlook a crucial dimension of AI adoption: its performative and symbolic character. Focusing on the rise of “AI-first” strategies, the paper shows that organizational engagement with AI cannot be understood solely in terms of implementation and functionality. Rather, it often reflects a form of performative organizational rationality through which institutions signal innovation and alignment with broader technological expectations. This commentary extends the analysis of artificial colleagues by highlighting the gap between narrative and practice in contemporary AI adoption.