According to God of Prompt on Twitter, an MIT-controlled experiment involving 1,900 participants has demonstrated that upgrading an AI model accounts for only half of the possible performance gains, while the other half depends on how the AI is prompted (source: God of Prompt, Twitter, Jan 23, 2026). This finding challenges the industry narrative that simply switching to a superior model guarantees optimal outcomes. The research underscores the critical business opportunity in developing prompt engineering strategies, tools, and training. Enterprises seeking to maximize AI ROI must prioritize both model selection and advanced prompt optimization techniques to achieve competitive advantage.