Every technology cycle brings new promises along with a familiar set of myths.

At Real Story Group, we hear the same narratives resurfacing year after year, only dressed in the vocabulary of the moment. Whether it’s “composability,” “zero-copy,” or “AI-first,” the slogans change, but the underlying misconceptions don’t.

Here are eight that continue to echo:

1. The Real ROI of Zero-Copy: Mostly Zero
Look closely and you’ll find caching, duplication, or latency hiding under the hood.

2. Garbage in, garbage-looped-out
Smart agents can’t fix dumb data models.

3. Real-Time Is Still Mostly Marketing
Every “real-time” stack has a batch process somewhere in the middle.

4. Over-Composable Hangover
When the demo ends, someone still has to make it work.

5. B2B CDPs: Still Waiting for Their Moment
Buying groups don’t map cleanly to customer graphs.

6. Journey Orchestration ≠ Campaign Automation
More paths don’t always mean more progress.

7. AI Pilots Don’t Scale
Without cleanup, governance, and retraining, pilots just multiply the mess.

8. The New AI Silos
AI was supposed to unify the stack. Instead, it built new walls.

These myths persist because they mix partial truths with vendor ambition. Each started as a meaningful idea: composability, real time, AI-assisted marketing; but became distorted as suppliers raced to out-market each other.

Our advice: treat every claim as a hypothesis, not a headline. Test it against your own context, your own data, and your own team capacity.

If you’d like to cut through the noise and evaluate what actually fits your stack, RSG can help you separate story from substance.