From what I've heard is that this is the same ol story as with any other tech bandwagon for the past 15 years, be it block chain, big data, predictive algorithms, etc. I saw this cycle first hand when I was working on tech projects:

Company execs see at some conference that this is the new big thing and that their business is going to fail if they get in on the ground floor. Then some sales reps from a big corporate tech company (SAP, Oracle, Google, MS) talks them into spending huge amounts of money on all the bells and whistles before even figuring out how to implement the tech in their company. Finally, the consultants come and in the best case scenario, there's a very specific use case for the tech within the company, and it saves/makes quite a bit of money, in the worst case, it's a botched implementation that causes more pain than it solves. Either way, the modest pay-offs are not nearly enough to pay off everything that was spent on the initial investment. Rinse and repeat.