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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryStrategy & FrameworksHype Cycle

Strategy & Frameworks

Hype Cycle

Gartner's model, introduced by Jackie Fenn in 1995, charting emerging technologies through a peak of inflated expectations, a trough of disillusionment and a plateau.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Hype Cycle is Gartner's model, introduced by Jackie Fenn in 1995, that charts how emerging technologies move through stages, including a peak of inflated expectations, a trough of disillusionment and a plateau of productivity. It helps organizations judge whether a technology's buzz reflects real maturity before investing.