So, a few weeks ago I was at a conference, sitting in the hallway with a cup of lukewarm coffee and scrolling through the schedule to pick my next talk.

The first AI talk was about orchestrating agents at scale. The next one promised governance for the agentic enterprise, and the one after that was about observability for LLM apps. Then I found orchestration again, this time with "multi-agent" in front of it.

I kept scrolling all the way to the closing keynote, and almost every AI talk had one of those three words in its title or its abstract.

So here's my theory. I'm convinced we can get a speaking slot at any tech conference by adding one of those words to our talk. We pick orchestration , governance , or observability , we put it in the title, and congratulations, we're on stage in June.

Why these words work so well

And I get it, I really do. There are some very human reasons behind it.

First, these words feel safe.…