"The next wave of AI won't arrive with fireworks. It will be boring, and that is a good thing."
According to Michal Kissos Hertzog, CEO of Poalim Tech, "In an era when models can do almost anything, true innovation is measured differently: not by the ability to impress, but by the ability to repeat the same action reliably on a large scale, without surprises or failures." Micha Kaufman, founder of Fiverr: "On the one hand, tremendous opportunities are opening to build products quickly and break through. On the other, the ability to easily build a product is equal for everyone, so competition is fiercer than ever."
"In the past year, the conversation around artificial intelligence has often seemed stuck on the same frequency: who presents the flashiest demo, who launches the most advanced model, who creates the next wow moment. It's exciting, it's viral, but it also distracts from where real change is happening. Looking ahead, the next wave of AI won’t arrive with fireworks. Put the robots aside. It will be stable, reliable, and almost boring. And in a world where technology is becoming infrastructure, that’s not a disadvantage, it’s progress. The next wave of AI will be boring, and that’s a good thing," said Michal Kissos Hertzog, CEO of Poalim Tech, in preparation for the Growth+ mentoring project.
"We are in the midst of a rally of expectations. As in any rally, there is enthusiasm and also strategic mistakes. One of the main mistakes is the pursuit of one-off magic moments," added Kissos Hertzog. "In an era when models can do almost anything, true innovation is measured differently: not by the ability to impress, but by the ability to repeat the same action reliably on a large scale, without surprises or failures. In the technological world, this sounds 'boring.' In the business world, it’s reliability."
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From left: Ira Belsky, Micha Kaufman, Michal Kissos Hertzog, Ofir Ehrlich
(Courtesy, Asaf Revivo, Artlist)
According to her, "For AI to enter the core of financial, medical, infrastructure, or regulatory systems, it must be predictable, explainable, and controllable. It needs to work in good times and bad, over time, not just when everything is planned in advance. This is the transition we are experiencing now: from AI as a capability, to AI as a responsibility."
Kissos Hertzog emphasized the Israeli advantage: "Here, the Israeli angle is essential, not marginal. Entrepreneurs and tech companies in Israel come from environments where there is no room for error: cyber, security, finance, infrastructure, and regulation. These are worlds where the question isn’t just 'what can be done?' but 'where must we stop and act responsibly?' In an era where AI makes execution cheap and accessible to everyone, the ability to judge, set boundaries, and work responsibly under constraints is not a limitation, it’s a competitive advantage. The future of AI won’t look like a science fiction movie, even if technological leaps still await us. It will look like a stable, quiet, reliable system, one that can be trusted. And in a world of incessant noise, it is precisely those who build ‘boring’ technology who build an interesting future."
Calcalist and Poalim Tech are launching the Growth+ project for the third year: 1:1 mentoring sessions between founders of Israel’s leading tech companies and entrepreneurs from promising startups. The program aims to provide advice, support, tools, knowledge, and insights on entrepreneurship, creativity, startup management, and scaling companies.
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Micha Kaufman, founder and CEO of Fiverr and a Growth+ mentor, said the biggest challenge for entrepreneurs today is uncertainty, partly due to the rapid pace of AI development. "On the one hand, tremendous opportunities are opening to build products quickly and break through. On the other, it’s hard to know what will be relevant in a year," he said. "The ability to easily build a product is equal for everyone, so competition is fiercer than ever."
Kaufman emphasized the importance of fundamentals: "This is fertile ground for startups that focus on real problems, build clear customer value, and adapt quickly to a rapidly changing world. In my experience, the startups that succeed today are those that execute a smart go-to-market strategy."
Reflecting on his own journey 25 years ago, Kaufman noted that mentorship was rare, making the early years particularly difficult and lonely. "A program like Growth+ could have saved me a lot of mistakes and time." His key advice: "Focus on the customer and their problem, not on the idea or the technology. Quickly understand what works and build from there, even if it’s less than glamorous at first."
Ira Belsky, co-founder and CEO of Artlist, sees both opportunity and risk in today’s fast-moving environment. "Early-stage entrepreneurs operate in a super-dynamic world, which is simultaneously a huge opportunity and a real risk," he said. "AI and rapid technological advancement make it easy to build products, test ideas, and access previously closed markets. But the same pace makes young ventures vulnerable, if a company hasn’t established market share, customers, or funding, a sharp technological shift or entry of a strong player can wipe it out overnight."
For Belsky, the challenge lies in differentiation: "Entrepreneurs must understand the unique value their product provides and ensure it remains relevant even as technology changes." He stressed the value of mentorship: "Growth+ could have helped me focus on the essentials early on. Young entrepreneurs often get scattered, chasing every new idea. Learning to prioritize the core value to the customer is not a concession, it’s strategy. A good product is measured by the problem it solves."
Ofir Ehrlich, co-founder and CEO of Eon, added, "Entrepreneurs need to understand that funding is a means, not an end. Young companies must demonstrate real value beyond headlines. They must learn to say 'no' to opportunities that look appealing on paper but derail their journey." He also noted that employees increasingly expect mature management and meaningful impact. "Israeli high-tech is maturing. There’s less euphoria and more caution. We see experienced entrepreneurs launching second or third ventures with a deeper understanding of market, timing, and scale. At the same time, foreign investment is increasing, driven by long-term confidence rather than a search for quick exits. These investors believe Israel can produce $100 billion companies, or more."
Registration for startups to apply to Growth+ is ongoing on the Calcalist website and will close on February 22nd.
