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Thoughts on the Market

Thoughts on the Market

Can the AI Spending Boom Pay Off?

Sep 9, 2026 · 5m

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Big Tech is pouring more than $1.4 trillion into AI, prompting investors to ask: Is it worth it? Our U.S. Internet analyst Brian Nowak looks at three business models that could earn 25 to 50 percent returns for Gen-AI-enabled technologies.Read more insights from Morgan Stanley.----- Transcript -----Brian Nowak: Welcome to Thoughts on the Market. I'm Brian Nowak, Morgan Stanley's U.S. Internet analyst.Today, can the enormous investment behind Gen AI actually pay off?It's Wednesday, September 9th, at 9am in New York.AI has moved quickly into everyday life. It helps people write software, research purchases, automate work, find information, among myriad[s] of other use cases.But we need an…