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In November 2023, OpenAI, a prominent Artificial Intelligence (AI) research lab, announced the unexpected removal of its co-founder and CEO, Sam Altman, which sent shockwaves through the AI industry. The case first delves into OpenAI's journey from its inception as a non-profit organization aimed at developing Artificial General Intelligence (AGI) for the betterment of humanity, to its transformation into a capped-profit entity, along with the value chain and competitive dynamics of the generative AI industry. In the second section, the case documents in detail Sam Altman's sudden dismissal. In the last section, the case concludes with a look into the broader implications for the generative AI industry, including the race for AGI, the ongoing challenges of AI development, and new developments. The case is suitable for MBA, EMBA, and undergraduate students who are interested in competitive strategy, industry value chain, technology and innovation, entrepreneurship, corporate governance, stakeholder governance, and the AI industry. The case can be used in a core strategy course at different levels as it covers various topics.