"Most AI adoption is performative and surface-level. Tool sprawl is simply the symptom."

That's not a consultant trying to sell you something. That's not an analyst hedging behind a paywall.

That's Jonathan Kvarfordt — VP of GTM Strategy at Momentum, former CEO of GTM AI Academy — in the 2026 Voice of the Market Report, published January 27, 2026.

An insider. Calling it what it is.

And I think he just gave the enablement profession the wake-up call it's been dodging.

Because Kvarfordt isn't on the outside throwing stones. He's built his career at the intersection of AI and go-to-market execution. When someone at that level uses the word "performative," it's not skepticism.