Generative AI tools and products have propelled industry and societal interest in AI at an unprecedented rapid pace. But, like past technologies, the picture with Gen AI is complicated and multi-faceted. It is undeniably a transformative tool, even a disruptive one, and holds incredible promise for innovation and efficiency. But at the same time, AI tools are fallible, and AI hype is littered with fraudulent claims about effectiveness. All of this means that industry -- and my own industry of academia -- needs to take a hard and deep look at itself, and figure out how and what to change with this storm of AI.