The "shiny object trap" refers to the tendency of individuals or businesses to become distracted by new and exciting opportunities, rather than focusing on their current goals. This can lead to wasted time, resources, and ultimately a lack of progress towards achieving long-term objectives.  For example, a company might invest in a new AI technology that looks promising without assessing whether or not it will benefit its customers.  While it is important to stay up-to-date on new technologies and trends, it is also important to make sure that they are relevant to the current market and customer needs. If not, the shiny object trap can lead to costly mistakes.