Elad Gil, co-founder of Color Genomics and a multi-stage investor, appeared on two podcasts in early 2024 where he discussed his views on artificial intelligence and startup markets. On the Knowledge Project podcast, Gil stated that AI is "dramatically underhyped" because most enterprises have not yet adopted it, and he predicted that within a few years the industry will be "selling units of cognition" — effectively renting AI-driven labor equivalents. He also said that if an AI company is not seeing explosive growth quickly, "something's fundamentally broken." In a separate appearance, Gil argued that generative AI has shifted the business model from selling software seats to selling "human labor equivalents," citing the example of Harvey AI in the legal sector. He noted that foundation models have "instantly plugged into a massive set of markets" including all white-collar work and code. Gil also said that while there are times to be contrarian, the current moment favors consensus, adding that investors should "maybe just buy more AI." He attributed the sudden openness of previously closed markets to both AI's capabilities and the fact that "every CEO is asking themselves, 'What's my AI story?'"