LinkedIn Founder: AI Is Changing Every Job Faster Than You Think | Reid Hoffman

1. 0:00 – 0:51

   Intro

   1. MMMarina Mogilko0:00

      We've seen Claude releasing this two-hundred-line code that brought the B2B market down.

   2. RHReid Hoffman0:05

      [chuckles]

   3. MMMarina Mogilko0:05

      We lost three hundred billion dollars of market value.

   4. RHReid Hoffman0:08

      All of that is literally just beginning but is all line of sight.

   5. MMMarina Mogilko0:11

      This is Reid Hoffman, co-founder of LinkedIn, legendary investor who was among the first to see every major tech wave coming. And what he's saying now should concern anyone with a career.

   6. RHReid Hoffman0:23

      There aren't individual contributing workers anymore that we all deploy with a set of AIs.

   7. MMMarina Mogilko0:28

      So what, what do I do?

   8. RHReid Hoffman0:29

      Right.

   9. MMMarina Mogilko0:29

      What do people like me do?

   10. RHReid Hoffman0:30

       Even most people who say, "Oh yeah, I'm using AI" are not using it seriously enough.

   11. MMMarina Mogilko0:34

       You've been mentioning this a lot.

   12. RHReid Hoffman0:35

       Yeah.

   13. MMMarina Mogilko0:35

       Everyone will have a set of agents working for them. Is it possible now, or we're still not quite there yet?

   14. RHReid Hoffman0:41

       It's totally possible now.

   15. MMMarina Mogilko0:43

       So for someone who has a 9-to-5 job, what's the first thing they should do to double their income this year?

   16. RHReid Hoffman0:48

       Oh, that's interesting. Well, maybe the simplest one

2. 0:51 – 0:53

   Teaser

   1. RHReid Hoffman0:51

      is...

   2. MMMarina Mogilko0:52

      And I'm super

3. 0:53 – 3:12

   We're only at 5% of the AI boom — what's actually coming

   1. MMMarina Mogilko0:53

      excited that we're talking again a year later-

   2. RHReid Hoffman0:55

      Yep

   3. MMMarina Mogilko0:55

      ... so we can revisit some of the things-

   4. RHReid Hoffman0:57

      Great

   5. MMMarina Mogilko0:57

      ... that you said last year. [chuckles]

   6. RHReid Hoffman0:58

      Awesome.

   7. MMMarina Mogilko0:58

      It's been a crazy year.

   8. RHReid Hoffman0:59

      Yeah.

   9. MMMarina Mogilko1:00

      And I see ChatGPT everywhere. People are using different tools to build their own things.

   10. RHReid Hoffman1:07

       Yeah.

   11. MMMarina Mogilko1:07

       Is this the AI boom, or is it, like, ten percent of what we're gonna see?

   12. RHReid Hoffman1:11

       Maybe five percent.

   13. MMMarina Mogilko1:12

       Five percent?

   14. RHReid Hoffman1:13

       Yeah.

   15. MMMarina Mogilko1:13

       Okay.

   16. RHReid Hoffman1:13

       Obviously the last couple years people have been talking about it a lot. And one of the things we should get you, and we'll figure out how to get to you, but, like, I actually made an AI Christmas record.

   17. MMMarina Mogilko1:23

       Ooh.

   18. RHReid Hoffman1:23

       Um, you know, kind of AI m- uh, music I'd wanna see around Christmas. And it's just beginning to scratch what these kind of possibilities are, 'cause by the way, I'm not qualified to make a record. Um, you know, I have none of the skills. But with AI you can do that. And so what I think people are under-tracking is they're seeing, of course, um, the general discussion of Codex and Claude Code and, and other things, and they're not realizing how that spreads out to every portion of, of kinda human work and creativity, that it isn't just, oh, we all have a software agent as our co-pilot doing stuff for us. Yes, that'll be true too, but that the coding capabilities are like generalized reasoning capabilities that then enable a bunch of things. They enable you to say, "Well, you know what I've always wanted for, for someone working with me as a travel agent is someone who really understood, you know, my love of particular kinds of archeology. Could you then be the travel agent that figured out, like, where and what and da da da da-"

   19. MMMarina Mogilko2:23

       Mm-hmm

   20. RHReid Hoffman2:23

       ... "and could possibly book things and all this?" Like, all of that is literally ju-just beginning, but is all line of sight. So I think we're literally... Like for example, we're a small N number of years by which we realize something I've been saying for the last couple, which is there aren't individual contributing workers anymore that we all deploy with a set of AIs. Like, for example, um, almost for sure when we're doing this conversation, let's just project next year since we did last year.

   21. MMMarina Mogilko2:53

       Yeah.

   22. RHReid Hoffman2:54

       We'll have, you know, like, your tablet will have an AI agent that's going, "Oh, ask him about this," or, "When he said this, do this," or, you know, da da da da. Like, like, that kinda thing will be amongst what we're doing. That's the reason why I'm like, not ten percent, maybe five percent.

   23. MMMarina Mogilko3:10

       Maybe five percent.

   24. RHReid Hoffman3:11

       Maybe two percent.

   25. MMMarina Mogilko3:11

       Yeah.

4. 3:12 – 4:47

   AI basics every non-technical person needs to know right now

   1. RHReid Hoffman3:12

      Yeah.

   2. MMMarina Mogilko3:12

      And you said in our last interview that we have around two years to adapt.

   3. RHReid Hoffman3:17

      Yeah.

   4. MMMarina Mogilko3:17

      So as someone non-technical, I wanna start adapting.

   5. RHReid Hoffman3:19

      Yes.

   6. MMMarina Mogilko3:20

      So what do I do? If I'm a creator, a salesperson, a marketer-

   7. RHReid Hoffman3:23

      Yep

   8. MMMarina Mogilko3:24

      ... what are the steps that I can take today?

   9. RHReid Hoffman3:25

      Well, table stakes is if you're not already interacting with, you know, call it the easy AI agents, the chatbots, today, and in a substantive way, and I don't just mean that as a substantive way of, like... So for example, you're th- you're like, you're thinking, "Okay, how do I, um, take my podcast and, and kind of mediate to the next level? What are the things I should consider? What are the, the different kinds of ideas for it?" Or, "I'm a trav- I'm, I'm traveling to this fun place. What should I do there?" All this stuff. But, like, for example, some-- What I mean by basics is in prompting, you don't just go, "Oh, I type in seven words and see what I get." One of the things I think is key now is being voice-billed, which is speak to it. We speak a lot faster-

   10. MMMarina Mogilko4:09

       Mm-hmm

   11. RHReid Hoffman4:09

       ... and it's actually much, much better if you just throw out lots of things. But even in speaking to it, like one of the things that I'll do when I'm interacting with, with, you know, various AI agents is I'll say, "Really interested in what are the prospects of fusion technology, which company's doing really interesting things. I have new things coming from labs," you know, da da da da da. Now, write me the right prompt to do all the research for that-

   12. MMMarina Mogilko4:33

       Yeah

   13. RHReid Hoffman4:33

       ... even when I do voice mail, 'cause then it comes back with a two-page prompt.

   14. MMMarina Mogilko4:36

       Mm-hmm.

   15. RHReid Hoffman4:36

       And I run the two-page prompt, and then I get something very interesting.

   16. MMMarina Mogilko4:40

       Mm.

   17. RHReid Hoffman4:40

       So that's what I mean. That's I describe as basic. That's-

   18. MMMarina Mogilko4:43

       Okay, this is basic.

   19. RHReid Hoffman4:44

       Yeah. [chuckles] That's basic.

   20. MMMarina Mogilko4:45

       Talk to me about advanced,

5. 4:47 – 7:08

   Role-based prompting: the technique that changes how you think with AI

   1. MMMarina Mogilko4:47

      but without coding.

   2. RHReid Hoffman4:48

      Like, one of the things that as you begin to get experience with this, you realize that these chatbot agents are very good at ascribing roles. So, uh, you might have an idea, but you say, "Hey, I, I'm in-- I have an interest in..." Let's just continue the fusion example. "I have an interest in fusion for climate change and fusion for energy and what it's gonna mean for AI." Let's ask that question. Get an answer like, "Okay, what would a technologist say? What would a venture investor say? What would a government policy person say? What would a nuclear safety person say?" And then you might even ask the, the AI, "W- Are there other roles that I haven't thought of?" And then you ask it to adopt each role in giving you an answer.

   3. MMMarina Mogilko5:31

      Mm.

   4. RHReid Hoffman5:31

      Because then you begin to realize that there's a whole lens of things. And this thinking about AI as, like, a consummate, like, you know, kind of role taker is useful because even in very simple things, like you say, "Well, I, I'd really like to argue this. Like, when I'm writing, I do this." And I say, "Well, argue against me."

   5. MMMarina Mogilko5:49

      Mm.

   6. RHReid Hoffman5:49

      Like, what, what's, what's the thing that... That, that's a simple role. Like, be the contrarian. Be the-

   7. MMMarina Mogilko5:53

      Yeah

   8. RHReid Hoffman5:54

      ... the naysayer to what I'm saying. By the way, you can also get the, "And what are the things I'm missing to argue for what I wanna believe in?"

   9. MMMarina Mogilko5:59

      That's a great exercise, by the way.

   10. RHReid Hoffman5:59

       Yes, yes.

   11. MMMarina Mogilko6:00

       Yeah.

   12. RHReid Hoffman6:00

       So, so you do all that. But then it also gets interesting when you kinda go, "All right." Like for example, you say, "Well, hey, I'm, I'm thinking aboutHow do I, what's the next generation of AI, uh, impacting social media, internet media? Like, even the question you're asking, it's a great question to go ask AI, is like, no, you have to ask it in a way that you're prompting it to do web research. This is l- this is maybe a little bit more on the slightly more advanced question is, what people don't realize is they think this is a deeply knowledgeable AI, which it is. They don't realize its training run finished 18 months ago, so it's actually 18 months out of date in the use of AI tools, right?

   13. MMMarina Mogilko6:41

       Mm-hmm.

   14. RHReid Hoffman6:42

       So when you're asking a question like, "Well, which AI tools?" You actually have to ask it a research question. You have to say, "Go look at, pull a whole bunch of information." It's like GPT 5.2 thinking mode.

   15. MMMarina Mogilko6:54

       Yeah.

   16. RHReid Hoffman6:55

       Pull in information and give me a report on it. Because if you're relying on just the information on the model, its view of something that we're being 18 months out of date is a problem-

   17. MMMarina Mogilko7:06

       Mm-hmm

   18. RHReid Hoffman7:06

       ... is a problem.

   19. MMMarina Mogilko7:07

       Can you evaluate

6. 7:08 – 9:26

   Reid evaluates Marina's AI setup: easy, medium, or advanced?

   1. MMMarina Mogilko7:08

      my setup? For example, I have a notion where we have the whole operations have 35 people-

   2. RHReid Hoffman7:12

      Yeah

   3. MMMarina Mogilko7:12

      ... on my team.

   4. RHReid Hoffman7:12

      Yeah.

   5. MMMarina Mogilko7:13

      We log every episode.

   6. RHReid Hoffman7:14

      Uh.

   7. MMMarina Mogilko7:14

      We have a transcript, and then we have cloud projects for every-

   8. RHReid Hoffman7:18

      Great

   9. MMMarina Mogilko7:18

      ... uh, social media that we're running, which has access to performance data-

   10. RHReid Hoffman7:22

       Mm.

   11. MMMarina Mogilko7:22

       ... scripts.

   12. RHReid Hoffman7:23

       Mm-hmm.

   13. MMMarina Mogilko7:23

       Uh, it acts like a strategist-

   14. RHReid Hoffman7:25

       Yeah

   15. MMMarina Mogilko7:25

       ... so we gave it instructions, so it knows what our goals are. Do you think it's easy, medium, or advanced? What else can I do to help?

   16. RHReid Hoffman7:32

       I would say that's probably medium.

   17. MMMarina Mogilko7:33

       Medium? Okay.

   18. RHReid Hoffman7:34

       Right. So part of it is y- you've got, uh, cloud agents, uh, with assigned roles on a, you know, kind of constant like, you know, an active part of the process, not one-off.

   19. MMMarina Mogilko7:46

       Yeah.

   20. RHReid Hoffman7:46

       So that takes you from easy to medium.

   21. MMMarina Mogilko7:49

       Okay, great.

   22. RHReid Hoffman7:49

       Right? You're kind of doing that. Now, on advanced, you probably wanna say, "Well, what are the additional skills and what pulls from other sorts of data might be useful?"

   23. MMMarina Mogilko7:57

       Mm.

   24. RHReid Hoffman7:57

       Like, should we have one that's kinda going, for example, talk to all the agents or all the, the projects and say, "Is there through lines?" Like, what can we derive from what's working and what's not working? Are there through lines that can give us good ideas for things we should be doing in the next month or two?

   25. MMMarina Mogilko8:14

       Mm-hmm.

   26. RHReid Hoffman8:15

       Right? Like, kind of doing almost like the meta-

   27. MMMarina Mogilko8:17

       Yeah

   28. RHReid Hoffman8:17

       ... of it would be one thing, and meta both internal data, but also external data.

   29. MMMarina Mogilko8:23

       Like how other podcasters are doing.

   30. RHReid Hoffman8:24

       Yes.
7. 9:26 – 10:58

   The fastest way to double your income in 2026 (with a 9-to-5)

   1. MMMarina Mogilko9:26

      So for someone who's listening who has a 9-to-5 job doing 80K, and they're like, "Okay, how do I use it-

   2. RHReid Hoffman9:32

      Yeah

   3. MMMarina Mogilko9:33

      ... to double my income this year?" What would you say?

   4. RHReid Hoffman9:34

      Oh, that's interesting. Um, doubling income's an interesting question, um, partially because pr- maybe the simplest one is everyone who is running businesses that they're investing in knows that they have a massive need for AI transformation and AI talent. So part of it is to start demonstrating your engagement and knowledge with AI in ways that you're easily findable because-

   5. MMMarina Mogilko10:06

      Mm

   6. RHReid Hoffman10:06

      ... you know, whether it's through LinkedIn or through-

   7. MMMarina Mogilko10:08

      Social media

   8. RHReid Hoffman10:09

      ... social media platforms or else, like literally people are like, "We're looking for this 'cause we know we need this transformation." And so I think a whole, it... The, the lucrative jobs won't just be the super high price, like, oh, we need AI researchers, but, like, we're literally now, I think this year is when we really begin to see more of the applications. And so like, how do I run my business better? How do I do, um, like my analysis of my supply chain, or my financial analysis, or my risk analysis, or my marketing, or my sales? How do I do any of that stuff better? And they're gonna start looking at it, and sure, they'll go to some of their internal people, but everyone's gonna start going, "Well, I've been doing this job," and adopting the jumping to the totally new thing is hard for me, so part of it is like, okay, start jumping to the new thing.

   9. MMMarina Mogilko10:57

      Love

8. 10:58 – 13:34

   How to rethink your business when AI changes the rules

   1. MMMarina Mogilko10:58

      it. So basically the business idea or the doubling of idea, you get proficient in tools in some area and go help other companies.

   2. RHReid Hoffman11:05

      And demonstrate it, yes.

   3. MMMarina Mogilko11:06

      Yeah.

   4. RHReid Hoffman11:06

      And demonstrate it.

   5. MMMarina Mogilko11:07

      'Cause I feel like we're also in a bubble, right?

   6. RHReid Hoffman11:08

      Yeah.

   7. MMMarina Mogilko11:08

      We're in Silicon Valley.

   8. RHReid Hoffman11:09

      Yeah.

   9. MMMarina Mogilko11:09

      Everyone's using AI.

   10. RHReid Hoffman11:10

       Right.

   11. MMMarina Mogilko11:10

       And then you travel abroad and be like, "What?" [chuckles]

   12. RHReid Hoffman11:12

       Yes.

   13. MMMarina Mogilko11:13

       What, what GPT? [chuckles]

   14. RHReid Hoffman11:14

       Well, yes, with really interesting asterisks. So like, for example, I think it was about 18 months ago, I was talking to a friend of mine who was traveling in Morocco.And the taxi driver, who doesn't speak English, was making their whole business work 'cause they were just using ChatGPT as a translator.

   15. MMMarina Mogilko11:31

       Mm-hmm.

   16. RHReid Hoffman11:31

       So literally, it was just like-

   17. MMMarina Mogilko11:32

       People are figuring it out.

   18. RHReid Hoffman11:33

       Yes, exactly, 'cause-

   19. MMMarina Mogilko11:34

       It's just the beginner stage.

   20. RHReid Hoffman11:35

       Yes. Yes. Yes.

   21. MMMarina Mogilko11:35

       But then you need to become medium and advanced.

   22. RHReid Hoffman11:38

       Yeah.

   23. MMMarina Mogilko11:38

       We've been talking with Reid about AI changing how we work, how we build, how we create, and I wanna show you a tool that we've actually been using on Silicon Valley Girl for a while. This is Higgsfield. You might have seen some of my posts with, uh, my dream guests for this podcast and my dream vlog in New York City. Those videos and images were all generated in Higgsfield. It is a platform where you can get all the top AI models in one place. Nana Banana, C-Dance, Kling, Google VEO, Sora. You don't need 10 subscriptions. Everything is right there. Higgsfield just dropped Cinema Studio 2.0, and this is the next level because it's not just an AI video. It's closer to actual filmmaking. You start with a text prompt, you pick your camera, your lens, your focal length, like you're setting up a real shoot, except you're doing it in your browser. You generate an image, and then you can step inside it as a 3D scene. Move around, find the exact angle you want, and then you turn it into a video. Camera movements, pan, dolly, drone shot. You just select it, and it happens. No timelines, no key frames, nothing. You can build full sequences, up to six shots, each up to 12 seconds in 1080p. You add characters, give them emotions, write dialogue, and it handles lip sync automatically. Characters stay consistent across every single shot. And here's what got me. There are genre presets: action, horror, comedy, suspense. And they don't just change how it looks. They change how it feels. A horror sequence builds tension slowly. Action speeds everything up. Comedy holds the reaction shots longer for timing. The genre actually shapes the pacing of the whole scene. This is probably the closest thing to real AI filmmaking that exists right now. Not just clips, but actual scenes with characters and story. If you want to try it, I'll leave the link to Cinema Studio two zero in the description. All right. Let's get back to our interview with

9. 13:34 – 15:48

   The $300B SaaS crash: why AI is breaking the software business model

   1. MMMarina Mogilko13:34

      Reid. Talk to me as an entrepreneur. So I build a company, and I've been building this business since 2011-

   2. RHReid Hoffman13:39

      Yeah

   3. MMMarina Mogilko13:39

      ... helping people learn languages-

   4. RHReid Hoffman13:40

      Mm

   5. MMMarina Mogilko13:40

      ... study abroad. But from what I'm seeing right now, with these systems getting more and more advanced, Codex can now do the taste thing, right, that we thought is irreplaceable. And then we've seen Claude releasing this 200-line code that brought the B2B market down. We lost $300 billion of market value. Is this the end of B2B software-

   6. RHReid Hoffman14:03

      [laughs]

   7. MMMarina Mogilko14:03

      ... or, like [laughs] what's going on?

   8. RHReid Hoffman14:05

      What it was, markets tend to over time are very good measurement devices, but, like, can do crazy short-term things, short-term long, short-term low, short-term high.

   9. MMMarina Mogilko14:15

      Mm-hmm.

   10. RHReid Hoffman14:15

       They can do both.

   11. MMMarina Mogilko14:16

       Yeah.

   12. RHReid Hoffman14:16

       Right? Because they, they kinda don't know how to absorb something. And part of what the transformation of the kinda cult SaaS B2B software market is it... The way it used to run is I would build something, you know, kinda valuable like Salesforce, and in building Salesforce, um, it would take, you know, ultimate I'd add in so many features 'cause one feature for company one, one feature company two, three features for company three, da, da, da. But having them all there, that for someone who wanted to compete with me, they'd have to spend a billion dollars just to create the product to start the sales thing against me. And even then, the problem is that sales is a very hard thing because what Salesforce is we'll be here forever. Do you wanna switch your mission-critical system to the new provider-

   13. MMMarina Mogilko15:02

       Mm-hmm

   14. RHReid Hoffman15:02

       ... who sure, they spent a billion dollars building a product, but are they gonna be still be here or not? So it's very hard to do, and that's the economics that created SaaS as a valuable business category because then Salesforce, 'cause it was hard to get competition in, could charge, I don't know what their actual sales margin, but let's call it 40%, you know, margins, and that could allow them to kinda reinvest in their business and everything else. Now, with AI coding, it's like, well, actually, in fact, like I'm company four, and they had these two features that I particularly want. I didn't want all of them.

   15. MMMarina Mogilko15:31

       Yeah.

   16. RHReid Hoffman15:31

       And there was another feature that wasn't in there or another two features weren't, weren't even in there that I really wanted. Now it might just be more economical for me to, to kind of maintain my own system in AI because generating and maintaining and evolving the software is, is so much cheaper.

   17. MMMarina Mogilko15:46

       It is.

   18. RHReid Hoffman15:46

       Right?

   19. MMMarina Mogilko15:47

       Yeah.

   20. RHReid Hoffman15:47

       One counterpoint,

10. 15:48 – 16:02

    Will software engineers lose their jobs?

    1. RHReid Hoffman15:48

       'cause everyone goes like, "Oh, software engineers are gonna have jobs." No, they're not, because they're gonna be employed everywhere. Like the grocery store is gonna be employing software engineers in these things.

    2. MMMarina Mogilko15:57

       Mm.

    3. RHReid Hoffman15:57

       Like, like you still need to think about this. Like you say, "I wanna have a CRM system." You can't go

11. 16:02 – 17:17

    Will we lose jobs to AI in 2 years? The future of jobs

    1. RHReid Hoffman16:02

       to an AI and go, "Give me a CRM system."

    2. MMMarina Mogilko16:04

       Not now. What about two years?

    3. RHReid Hoffman16:05

       Well, maybe eventually, but like, for example, part of the... I, I have confidence that for a number of years, and maybe it's a shorter than I would believe, the human plus the AI will be much better, right?

    4. MMMarina Mogilko16:18

       Okay. Mm-hmm.

    5. RHReid Hoffman16:18

       Like when you're understanding, like for example, you know, Sarah or Bob is walking around. They're looking at how we use the CRM system and are like, "Oh, but this would be a good idea." The AI doesn't really have that ability to walk around to do it. It'll have ability to do-

    6. MMMarina Mogilko16:31

       Oh, yeah

    7. RHReid Hoffman16:31

       ... internet research-

    8. MMMarina Mogilko16:32

       Yeah

    9. RHReid Hoffman16:33

       ... and bring that in, which is really useful-

    10. MMMarina Mogilko16:35

        Mm

    11. RHReid Hoffman16:35

        ... as per earlier comments, but, um, that's the reason why I think the combo will be useful, and that's one reason why I think software engineers will have jobs for a while 'cause it's a way of thinking about it. Now, how a software engineer operates is already starting to change. Like, as opposed to the, "Oh, I'm sitting down and typing code," it's like, well, actually, in fact, I've got 20 coding agents that I'm managing through voice going, "Generate this, generate this, cross-check this, do that."

    12. MMMarina Mogilko16:59

        Yeah.

    13. RHReid Hoffman16:59

        Like I'm more of a conductor than I am a violin player-

    14. MMMarina Mogilko17:03

        Mm-hmm

    15. RHReid Hoffman17:03

        ... or a piano player, right? Is kind of the, as the thing, and that is changing. People would be surprised at how much room there is in the business world for conductors.

    16. MMMarina Mogilko17:14

        Okay. But, uh, so I've heard this a lot

12. 17:17 – 18:56

    Why small businesses might actually beat big companies in the AI era

    1. MMMarina Mogilko17:17

       on social media, and I feel like I'm kinda starting to believe it-

    2. RHReid Hoffman17:20

       Oh

    3. MMMarina Mogilko17:20

       ... that we only have a few years to make money as small business entrepreneurs-

    4. RHReid Hoffman17:25

       Oh

    5. MMMarina Mogilko17:25

       ... because then it's gonna be taken away by large models. Do you agree with that?

    6. RHReid Hoffman17:30

       Well, I do think-That we're gonna see a sea of content creation-

    7. MMMarina Mogilko17:37

       Mm-hmm

    8. RHReid Hoffman17:38

       ... by AI.

    9. MMMarina Mogilko17:39

       Yeah.

    10. RHReid Hoffman17:41

        And, um, you know, people say, "Well, but people don't want that. They want only human." And it's like, well, there will be a persistent demand for human. That's good. By the way, just like there's elevator music, you know, music in elevators, and so, like, there's lots of things out there that people are not like, "Well, I'm really looking to make sure it's only a person who made that."

    11. MMMarina Mogilko18:00

        Mm.

    12. RHReid Hoffman18:00

        It's just, does it fit my particular need and circumstance? Is it easily available? Is it ch- free, cheap, not expensive, et cetera, et cetera. So there's gonna be a flood of stuff. I do think that what that means for small business is... But it may be a feature of small business versus, call it, large businesses, which is small businesses usually tend to c- be able to be more adaptive, 'cause our large businesses are almost more on, call it, the industrial model, the tailor model. It's like we, we've tuned our efficiency, and we work really o- ... And we own these distribution channels, and we did a... Like, you know, uh, I love Disney, so I'm not picking on Disney, but, like, Disney as a way of doing it. Small businesses adopt AI, I think will have a lot of interesting, unique shots because of the platform transition, and so it'll be an advantage to them versus the large companies. The small businesses don't adopt AI, I think it's gonna be very hard.

    13. MMMarina Mogilko18:52

        What would be your advice then for entrepreneurs who are building a

13. 18:56 – 21:50

    Advice for entrepreneurs afraid of being replaced by big AI

    1. MMMarina Mogilko18:56

       smaller AI business, AI-based business, and are afraid that two weeks somebody releases, like with SAT prep-

    2. RHReid Hoffman19:03

       Uh-huh

    3. MMMarina Mogilko19:03

       ... 'cause I'm in test prep.

    4. RHReid Hoffman19:04

       Yes. Yeah, yeah.

    5. MMMarina Mogilko19:04

       Gemini released SAT prep.

    6. RHReid Hoffman19:06

       Yeah.

    7. MMMarina Mogilko19:06

       I'm like, okay, my thing is TOEFL.

    8. RHReid Hoffman19:08

       Yes.

    9. MMMarina Mogilko19:08

       When is TOEFL coming to Gemini?

    10. RHReid Hoffman19:10

        Probably very soon, but, you know, sorry to say.

    11. MMMarina Mogilko19:13

        [laughs]

    12. RHReid Hoffman19:13

        Um, I just registered your specific question.

    13. MMMarina Mogilko19:15

        Yeah.

    14. RHReid Hoffman19:15

        But my guess is it's, it's not-

    15. MMMarina Mogilko19:17

        Very soon, right?

    16. RHReid Hoffman19:18

        Very soon.

    17. MMMarina Mogilko19:18

        Yeah.

    18. RHReid Hoffman19:18

        Months.

    19. MMMarina Mogilko19:18

        So what, what do I do?

    20. RHReid Hoffman19:20

        Well-

    21. MMMarina Mogilko19:20

        What do people like me do?

    22. RHReid Hoffman19:21

        Well, I think what you do is you refactor to go, look, I realize I'm gonna have to rebase my entire business on AI, and AI is a dynamic changing platform. So in as much as it's not tooled on AI, I gotta retool. Now, part of it is, okay, TOEFL will be available on AI platforms for entrepreneurial or kind of, call it, people who wanna pull it together themselves, just as they were pulling together through g- Google searches, whatever else, for free. So that... So what's the things I can do that cause people to engage with me?

    23. MMMarina Mogilko19:51

        Yeah, what's my value add?

    24. RHReid Hoffman19:52

        Right.

    25. MMMarina Mogilko19:52

        Okay, build a personal brand.

    26. RHReid Hoffman19:53

        Yeah.

    27. MMMarina Mogilko19:53

        We're doing this.

    28. RHReid Hoffman19:54

        Yeah. So-

    29. MMMarina Mogilko19:55

        Is there anything else? [laughs]

    30. RHReid Hoffman19:56

        Well, that's definitely one.
14. 21:50 – 23:38

    What markets will explode in the AI era

    1. MMMarina Mogilko21:50

       So are there any industries that you think are more res- So from what you're saying, like group ex- experience everything, I feel like offline is gonna get way bigger-

    2. RHReid Hoffman21:58

       Yeah

    3. MMMarina Mogilko21:58

       ... 'cause we wanna stay off our devices-

    4. RHReid Hoffman22:00

       Yeah, yep

    5. MMMarina Mogilko22:00

       ... and do things. Any other markets?

    6. RHReid Hoffman22:02

       Well, offline for sure. Um, I also think, like I said, we are social animals. Uh, that's the reason why the groups and not just, you know, being one of the earliest social network people, LinkedIn, et cetera. Um, but I think that will matter. Even as these AI systems get a lot of capability, there still will be uncertainties in trust, and part of the uncertainties in trust is the incentive of who, of w- the entity that's offering it versus others, and there's ways that we... And it kinda gets back to the personal, personal brand.

    7. MMMarina Mogilko22:37

       Yeah.

    8. RHReid Hoffman22:38

       But the set of things that kind of get to, like, how is that trust established and maintained? Um, we're both familiar f- from our Silicon Valley context. You know, there's obviously a whole bunch of people say, "Everything that's done with bits is gonna be completely done with AI, and that's it." I'd be very surprised if that were true.

    9. MMMarina Mogilko23:01

       Hmm.

    10. RHReid Hoffman23:01

        Like, that would be surpri- What I think is it'll be massively transformed. So anything that's being done with bits in a particular way today will be very different in six months, 12 months, 18 months, 24 months, et cetera, and you have to adopt to it, adapt to it and adopt it. But I tend to think there's still... Like, for example, it's like, oh, well, I shouldn't bother writing science fiction anymore. It's like, eh, it's not clear to me. Like, I think writing science fiction could still work, but if your process of writing science fiction is I disappear for three years into a cubicle-You know, kind of typing on my-

    11. MMMarina Mogilko23:34

        Yeah

    12. RHReid Hoffman23:35

        ... it's, I'm not sure that's gonna work. [laughs]

    13. MMMarina Mogilko23:37

        Yeah.

15. 23:38 – 25:30

    Will AI be the last revolution created by humans? Reid's prediction

    1. MMMarina Mogilko23:38

       Okay, do you think AI is the last human-driven revolution, and all of the next revolutions will be-

    2. RHReid Hoffman23:43

       Oh

    3. MMMarina Mogilko23:44

       ... AI, uh, created?

    4. RHReid Hoffman23:51

       I think it's, call it, probability 60 to 70% that the, um, future inventions over the next, call it, 50 to 100 years, who knows after that, will be human plus AI created. Um, it doesn't mean that there won't... Like, every human doing an invention might not be actually in fact using AI to do it. Um, I have some actually, you know, kind of unfortunately some s- things I can't talk about 'cause they're confidential, but it's like they will be revealed the next month, is around, like, physicists working with AI to do stuff. And it's not-

    5. MMMarina Mogilko24:23

       Mm-hmm

    6. RHReid Hoffman24:24

       ... it's not, "Oh my God, we discovered what dark matter is," but solving physics problems.

    7. MMMarina Mogilko24:28

       Okay.

    8. RHReid Hoffman24:28

       But it's the human plus AI together-

    9. MMMarina Mogilko24:30

       Okay

    10. RHReid Hoffman24:30

        ... and I think that's-

    11. MMMarina Mogilko24:30

        60, 70%.

    12. RHReid Hoffman24:32

        Yeah.

    13. MMMarina Mogilko24:32

        Yeah. This is- [laughs]

    14. RHReid Hoffman24:32

        Then I think there is, of like inventions, and then I think there's probably gonna be, call it another 25%, 30%, depending on where it is exactly, that is actually in fact primarily AI driven, right? Over time, in part because we'll begin to kind of get zones of, "Oh, that's a much better a- problem for the AI to solve."

    15. MMMarina Mogilko24:57

        Yeah.

    16. RHReid Hoffman24:57

        And there might be some human checking in, but it won't even be the depth of it being a conductor.

    17. MMMarina Mogilko25:02

        Mm-hmm.

    18. RHReid Hoffman25:02

        It'll be more like cross-checking the, "Hey," you know, or, "Does this make sense?" Or, "Can I spend $10 million doing the compute to analyze fusion containment in the following way?" And you're like, "Well, $10 million is a lot of money." You know, if it's in today's dollars, you know, let's cross-check it. And then I think there will be still 5% that's still the human eureka, like without AI.

    19. MMMarina Mogilko25:24

        Okay, only 5% for humans. [laughs]

    20. RHReid Hoffman25:26

        Yes. Well, with unassisted, unassisted.

    21. MMMarina Mogilko25:28

        Unassisted, unassisted.

    22. RHReid Hoffman25:29

        Yeah.

    23. MMMarina Mogilko25:29

        Okay.

16. 25:30 – 27:42

    One thing to do before February 2027 to not fall behind

    1. MMMarina Mogilko25:30

       Still sounds good.

    2. RHReid Hoffman25:31

       Yeah.

    3. MMMarina Mogilko25:31

       Sounds positive.

    4. RHReid Hoffman25:32

       Yeah.

    5. MMMarina Mogilko25:32

       Okay, my last question. It is February 2026. If you could give one piece of advice to someone watching now, uh, what is one thing they should do before February 2027 to not get left behind?

    6. RHReid Hoffman25:45

       Well, the very central thing, a little bit like what echoes what we were talking about before is, even most people who say, "Oh yeah, I'm using AI" are not using it seriously enough, right? Which is, like I, in everything that I do, I think about how would I use... I don't always do it, 'cause you don't always have to, and certainly not now. But how would I use AI to help me do that, or to, to make that happen?

    7. MMMarina Mogilko26:13

       Mm-hmm.

    8. RHReid Hoffman26:13

       And it ranges everything from, "I'm planning a vacation in Rome," to, "I am thinking about writing a piece," or, "What's the way that I would analyze what's going on with Moltba?" And the whole range. I think, okay, if I were gonna try to use AI to really help with that, well, what might I do?

    9. MMMarina Mogilko26:33

       Mm-hmm.

    10. RHReid Hoffman26:34

        And, and having that kind of always be a question. And it... look, it could even be the, "I'm gonna have a difficult conversation with my mother." Okay, think about how AI could help with that. Like, just get in the reflex. Think of it as kind of doing, like, just the, like simple training.

    11. MMMarina Mogilko26:51

        Yeah.

    12. RHReid Hoffman26:51

        Like, like a gym.

    13. MMMarina Mogilko26:51

        Like before everything you do-

    14. RHReid Hoffman26:53

        Yes

    15. MMMarina Mogilko26:53

        ... just think about how you could deploy AI to help you.

    16. RHReid Hoffman26:55

        Yeah. And you might go, "No, I'm not gonna do this one." That's fine, 'cause, you know, limited time and all the rest.

    17. MMMarina Mogilko26:59

        Yeah.

    18. RHReid Hoffman26:59

        But, like, be thinking about that 'cause that is a reflex. 'Cause literally my belief is today, everything you do, AI can be helpful. Doesn't mean it's the answer. So for example, I still wouldn't go, "Here's the money I'm investing in AI, just have an AI do it." I think that would be a way to lose money-

    19. MMMarina Mogilko27:17

        Mm-hmm

    20. RHReid Hoffman27:17

        ... today. [laughs] Right?

    21. MMMarina Mogilko27:19

        Mm-hmm.

    22. RHReid Hoffman27:19

        I'm still doing it myself.

    23. MMMarina Mogilko27:20

        Yeah.

    24. RHReid Hoffman27:21

        But I also, by the way, think about, like, what new capabilities the AI is bringing to my ability to invest, including an AI.

    25. MMMarina Mogilko27:28

        Absolutely love it. Thank you so much, and thank you from everyone who's posting on LinkedIn.

    26. RHReid Hoffman27:33

        Hmm.

    27. MMMarina Mogilko27:34

        I feel like 2025 was the year of LinkedIn when we all saw tremendous growth and so many great deals, so thank you so much for creating it.

    28. RHReid Hoffman27:41

        My pleasure. Great talking to you.

Episode duration: 27:43