The generative AI boom is fueled by staggering investments (including OpenAI’s multibillion-dollar chip deals), but for many companies, profitability as a result of these investments has remained elusive, leading some economists to warn of an AI bubble. In this Q&A, Harvard Business School’s Andy Wu wades through the potential and hype of the new technology. In particular, he highlights structural challenges facing most companies and warns of inevitable expiration dates on current legacy subscription models. He says that the industry’s future will depend on sustainable economics and business models that are able to capture value.