“Hype Cycle” – a new cartoon that illustrates the new exuberance for generative AI. Amid the growing hype surrounding the launch of generative AI tools like ChatGPT, Google search interest in the word “AI” has overtaken “Bitcoin” and continues to climb. An example of the halo effect of this hype is Microsoft's stock price that rose 6% (or $120Bn) on the back of the launch of GPT4 last week. Microsoft is an investor in OpenAI, the company who has created ChatGPT. However, one of the creeping concerns with the usage of generative AI is the cost of storing all the data generated as output. This problem is only going to get worse, with Gartner estimating that while generative AI presently accounts for only 1% of all data produced, by 2025 it will account for 10% of all data produced. Perhaps for generative AI, the collapse in the hype will be from humans getting fed up with the sheer volume and cost of sub-par content produced by bots.