In 1865 British economist William Stanley Jevons explained to the public that increased efficiencies in the use of resources per unit of production do not generally lead to lower consumption of those resources. Rather, these efficiencies lead to higher consumption as many more people can now afford the more efficiently produced goods which carry a lower price tag. Jevons was referring to coal, the cost of which was falling and demand for which was rising due to increased efficiencies in production. His idea became known as The Jevons Paradox.
When the Chinese-based artificial intelligence (AI) upstart DeepSeek demonstrated last week that complex and powerful AI can be delivered for a tiny fraction of the cost and resources of current AI tools, DeepSeek's competitors cited The Jevons Paradox and told investors not to worry. Demand for AI would now grow even more rapidly in response to greater efficiencies and thus lower costs.
What those competitors failed to mention is that DeepSeek's breakthrough is great news for buyers of AI tools, but very bad news for current developers who are sellers of those tools. DeepSeek is giving away free or at only 3 percent of competitors' prices (for those needing application programming interface services) something comparable to the very expensive products of its competitors. This suggests that the hundreds of billions of dollars spent developing those expensive tools may have just gone up in smoke. That investment may never be recouped.
