# Identity Inflation: Why the Tech Market Never Wants You to Feel "Finished"

Have you ever wondered why, despite every AI tool you adopt and every productivity "hack" you master, that feeling of "I’ve made it" never actually arrives?

There is a calculated reason for that: The market thrives on you feeling like a "Beta Version" of yourself. We are living in an era of Identity Inflation, where our "Self" has become a product with an expiration date, just like an old iPhone.

### From Stable Foundations to "Liquid Modernity"

A few decades ago, professional identity was relatively solid. You became an architect, a doctor, or a craftsman, and that was your foundation. You were "okay" simply because of your presence and your mastery.

Today, we have entered what sociologist Zygmunt Bauman called "Liquid Modernity." In this state, nothing holds its shape. Jobs, technologies, and social structures are in constant flux. Because the world is "liquid," the market insists that your identity must be fluid, too.

* The Logic: You buy a product once. You buy a transformation forever.
* The Result: You are treated like an iPhone 10 in a world that just announced the iPhone 17. You are still functional, but the market whispers: "You are obsolete. You need an update."

### The "Burnout Society" of Endless Upgrading

Under the guise of "self-growth," we are being fed the idea that our current self is insufficient. Philosophers like Byung-Chul Han describe this as the "Burnout Society." We are no longer "subjects" who follow rules; we have become "projects" that must be endlessly optimized. We are self-exploiting in the name of a "better version" that never actually arrives. We are told we are only "okay" if we level up Skill A, if we automate with AI Tool B, or if we rewire our brain with Framework C.

There is no finish line. It’s a hamster wheel where every "better version of you" only highlights the flaws of the version you are today.

### Surveillance Capitalism and the Unstable "Self"

This isn't just happening by accident. In her landmark research on "Surveillance Capitalism," Shoshana Zuboff explains that the tech giants aren't just harvesting your data – they are seeking to modify your behavior.

The market loves an unstable "Self." A person with a stable identity is a terrible consumer; they know who they are and when they have enough. But a person with a "Floating Identity" is the perfect target. They are:

1. Easily triggered by FOMO (Fear Of Missing Out).
2. Highly suggestible, because they lack an internal anchor.
3. Ready to buy "Transformation" over and over, hoping to finally reach the "final version" that doesn't exist.

### How to Not Become a Product

The biggest act of rebellion in 2025 is to reclaim your right to be "Finished." To realize that you are not software that needs an update every two weeks just to function.

Most of what is sold to us under the "sauce" of transformation is just a way to monetize our insecurity. When you hear phrases like "a new era of productivity" or "total AI business transformation," take a moment to ask yourself: Does this truly address a real problem, or is it merely another way of suggesting that who I am right now isn’t sufficient?

Being stable in a world that demands the constant destruction of your "Self" for the sake of new sales – that is the ultimate victory.

Are you a person or a project? Discover why the tech market treats your identity like a smartphone with an expiration date and how to reclaim your right to be "finished" in a world of constant updates.

Identity Inflation: The Trap of Endless Self-Optimization

The Self as a Beta Version: Exploring Surveillance Capitalism, "Liquid Modernity," and the Calculated Market Strategy of Making You Feel Obsolete.

Identity Inflation: Why the Tech Market Never Wants You to Feel "Finished"

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# The "Maria" Paradox: Why Digital Deception is a Dead End in 2026

Disclaimer: Recently, a heated discussion erupted on social media regarding the Ukrainian startup [CostCare.AI](https://costcare.ai/). Their AI sales agent, which presents itself as a human coordinator named "Maria," sparked a wave of questions about ethics, transparency, and consumer law. We decided to look closer at this case to understand where the line between "efficient tech" and "digital deception" lies.

### The Case: When AI Wears a Human Mask

The pitch from CostCare.AI is undeniably tempting for any business: an AI agent that works within your CRM, handles client inquiries 24/7, and "sells more than a human manager." It’s a tool built for pure efficiency.

However, the friction started with one simple sentence: "Hi, my name is Maria, and I’m your coordinator."  By giving the AI a human name and a human job title without disclosing its digital nature, the startup hit a nerve. In the comments of the original discussion, users weren't impressed by the tech; they were worried about the integrity of the interaction.

### The Ethical Friction: Why are People Upset?

When we look at the feedback, three major concerns emerge that every leader should consider:

1. The Legal Trap: In Ukraine, legal experts are already citing Article 19 of the Law on Consumer Protection. Misleading a customer about who they are talking to can be classified as a "deceptive business practice."
2. The Trust Deficit: As one user asked, "How did you feel when you found out it was AI? Was there an unpleasant feeling?" Once a customer feels "tricked" by a bot, they stop trusting the brand behind it.
3. The "Dark Pattern" Label: Using human empathy to mask a machine is a classic "Dark Pattern" – a manipulative tactic that might boost short-term sales but destroys long-term loyalty.

### The "Reverse AI" Doubt: When the Real becomes Fake

There is a darker side effect to this deception. Because we’ve been lied to so often, we’ve entered an era of Total Human Doubt. Now, when a real person is exceptionally polite or fast, customers snap: "Are you a bot? Stop with the AI scripts!"

This ruins it for everyone. You are poisoning the well for your real employees, forcing them to work twice as hard to prove they aren't machines. In 2025, "perfect" service has become suspicious. We’ve started to value "human mistakes" – typos or slight delays, just to prove there's a soul on the other side.

### What Went Wrong? (Lessons from Google's Project Aristotle)

If we look at Google’s Project Aristotle, the #1 predictor of success is Psychological Safety and Dependability.

In 2025, this applies to your customers too. If your "Maria" is a lie, your brand’s dependability drops to zero. Customers subconsciously wonder: "If they lie about who is answering the chat, what else are they lying about?"

### The Transparency Toolkit: How to Do It Right

If you want to use AI agents (like those from CostCare.AI or others) without losing your soul, follow these rules:

#### 1. Rebrand the Robot

Don’t hide the tech – highlight its benefits.

* Don't say: "Hi, I'm Maria."
* Do say: "Hi! I’m Maria’s AI Assistant. I’m here to give you instant answers while Maria is busy helping other clients."

#### 2. The "Human-in-the-Loop" Handover

AI should be the bridge, not the wall. Use AI to collect data and answer FAQs, but always provide a "1-click exit" to a real human. When the human takes over, they should acknowledge the previous chat to show the customer they are being heard.

#### 3. Value Over Acting

The true power of AI isn't its ability to "act" like a human; it’s its ability to be faster and more accurate than a human. Focus on giving the customer a 25-word summary of their needs or a 24/7 booking link. That’s why they’ll love the bot—not because they think it’s a person named Maria.

\- Add "Human Markers." If you want people to believe your real staff is real, allow them to be human. Use 5-second video intros (like Telegram "bubbles") or spontaneous voice notes in chats to kill the "AI doubt" instantly.

\- The "AI-Free" Badge. In 2025, being "100% Human Operated" is becoming a premium marketing label, much like "Organic" or "Handmade." If you use humans for critical, high-empathy tasks, tell the world! 

### Authenticity is the New Luxury

The discussion around CostCare.AI is a wake-up call for the industry. In a world saturated with AI, honesty is your biggest competitive advantage. Don’t force your AI to lie. Being a brilliant, transparent tool is much more profitable than being a fake human.

Giving your AI a human name like "Maria" might boost short-term sales, but it creates a "Total Human Doubt" era. Learn why authenticity is the new luxury and how to use AI agents responsibly without losing customer loyalty.

AI Ethics & Transparency: The Cost of Digital Deception

Ethics vs. Efficiency: Lessons from the CostCare.AI Controversy on Why Masking AI as Human Destroys Brand Trust and How to Build a Transparent Tech Stack.

The "Maria" Paradox: Why Digital Deception is a Dead End in 2026

# **When work takes over your life: 5 steps to take it back**

Hi there, dear reader! I wrote this article because I was feeling burned out and wanted to find a way to escape. As you continue reading, I'll explain how it began and how you can avoid burnout by taking care of yourself.

It happens gradually. At first, you think that it's okay to do one extra task after work. Then you don't notice how you start to overdo your job. Finally, you realize that your job requirements have consumed all your personal space. 

And eventually you meet it—burnout, which feels like mental, physical, and emotional exhaustion. 

Burnout drains your energy and slows down your productivity: what used to be easy now takes more and more time and effort. 

The truth is, burnout isn’t just about your job and daily tasks. Your routine and habits play a role too. In fact, the way you spend your leisure time and care for yourself can weigh just as much as the pressures of work.

The worst thing is that the finish line is never clear. Good news—you can improve your mental condition and support yourself following these 5 simple pieces of advice.

1. ### Admit the problem

Accepting the fact that something is going wrong is the first step to recovery. If it's possible, take some time for a rest, analyzing the situation and creating further plans.

2. ### Put your health first

Prioritize rest, choose nourishing meals, move your body—anything that brings you back into balance. As an option, you may think about what makes you happy, what activity could bring you joy.

3. ### Let others be part of your life

Going through burnout means dealing with stress. In this case, our next recommendation is socializing. Connecting with people is a natural remedy for stress, and having a face-to-face talk with someone who truly listens can quickly soothe your nervous system and ease tension. 

4. ### Rethink all possibilities

Your job is what you do, not who you are. Perhaps, it's high time you changed something. Start with reflection, what went wrong when you began to accumulate burnout symptoms. 

Was it a problem with outside factors or with your workplace? Try to remember what tasks could bring your joy back. Sometimes we spend a lot of hours working on projects, trying to do our best and achieve KPI, and absolutely forget about our role and personal achievements. 

5. ### Nourish your creative side

When you don't spend all your time at work, occasionally you find a space for your favorite activities. And it becomes a strong reminder that life consists of many wonderful facets. Besides, it's much nicer to work when you are full of energy. In this case, the ideas seem more creative, and you have inspiration and motivation to create a powerful and impactful project.

### Conclusion

Burnout rarely comes all at once — it shows up in little signals like irritability, broken sleep, or a routine that feels out of control. That’s why it’s important to notice these signs early and take a step back. To take care of yourself, you must follow a work-life balance, track your working time and not allow your job to consume all your free time. 

Try to find time for walking, healthy food and unwinding your brain.

When you surround yourself with individuals who motivate you, hobbies, and small pleasures, life becomes more enjoyable. These things help you remember that you're more than your job, and that your worth goes far beyond your to-do list. 

It goes without saying that my advice is based on my own experience, and I have shared with you the tips that have helped me. At the same time, I sincerely hope that you will start to carry yourself a little better and implement at least one or two of the suggestions in the near future.

Has work taken control? It's time to admit the problem. Discover the 5-step strategy that will help you prioritize your mental health, build better social support, and feel inspired again.

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