This paper shares initial findings from an ethnographic pilot study exploring how advanced digital transformations, particularly through Generative AI (GenAI), are reshaping the work of tech professionals in the digital and creative industries. Adopting a socio-technical and future-focused perspective, the study critically examines how these professionals explore, challenge, and at times reinforce techno-optimistic narratives while engaging in everyday practices that both question and sustain digitalisation narratives. By acknowledging the complexities, inconsistencies, and unpredictabilities inherent in advanced digital transformation, this paper underscores the necessity of dismantling misleading visions of automated futures, emphasising the real experiences and anticipatory practices of tech workers. It scrutinises what this panel identifies as "bullshit digitalisation"—practices driven by hype rather than substantial progress—and seeks alternative frameworks for critical reflection, enabling the emergence of socio-technical visions of diverse futures. Overall, the paper aligns with a future-oriented social science agenda, highlighting the importance of anticipating and critically addressing the social and technical consequences of digital transformation, centring on human experiences and agency.