This Business Insider article examines a broad shift among major employers — including Meta, Amazon, Boston Consulting Group, and Adecco Group — toward revised performance review processes. The central argument is that traditional annual or biannual reviews are increasingly seen as inadequate in a business environment shaped by rapid technological change, AI integration, and longer employee tenure. The article draws on practitioner commentary from HR consultants, a startup CEO, and a staffing executive to support the view that continuous feedback models, goal flexibility, and clearer distinctions between assessment and development are gaining traction. Key evidence includes Adecco Group's overhaul for 35,000 employees, a 2023 Gallup survey finding that only 2% of Fortune 500 CHROs strongly agreed their performance process motivated improvement, and a 2025 Gartner finding that 65% of organizations use a continuous performance design. The article concludes that engagement, retention, and AI readiness are now shaping how performance is evaluated, though it acknowledges tension between developmental feedback and formal assessment functions. Key insights: Only 2% of Fortune 500 CHROs surveyed by Gallup in 2023 strongly agreed that their performance processes motivated workers to improve, indicating widespread dissatisfaction with legacy review systems. 65% of organizations already use a continuous performance design that combines regular feedback with an annual review, according to a 2025 Gartner assessment, suggesting the shift is already mainstream rather than emerging. A distinction is drawn between assessment and development functions of performance reviews — conflating the two risks losing formal documentation needed for pay and promotion decisions, potentially driving 'shadow ratings' via informal tracking methods. Practical takeaways: Adecco Group's approach of limiting employee goals to two to five, with clear attainment criteria, reflects a design principle of reducing goal overload while maintaining accountability. BCG's incorporation of AI-use expectations into consultant evaluation benchmarks illustrates how technology adoption can be embedded into formal performance criteria rather than treated as a separate initiative.