When one of the world’s most valuable companies starts to get serious about AI waste, it’s time to pay attention. Apple is placing a hard cap of $200 on its engineers’ daily AI token use, and may reduce non-engineers’ token allowance to $25, Bloomberg reported last week (Nov. 4).
A handful of ad agencies have already embraced token capping this year — using AI software, or a bespoke tool, to prevent users from consuming more than a set amount of AI compute as the costs of AI transformation become clearer. Apple’s policy change indicates that more companies could follow that path, but there are tradeoffs involved in this strict approach to costs.
Agencies considering capping token usage must weigh up the risk they could douse their employees’ creativity by limiting their access to the tech.
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