The hard problem with alpha is telling skill from luck. In any period, some funds post positive alpha and some post negative alpha, and pure chance guarantees that a share of managers will beat their risk-adjusted benchmark even if none has any skill at all. Distinguishing a manager who is genuinely adding value from one who got a good draw requires a long record, and even then the signal is faint. The published evidence is sobering: across long horizons, the majority of actively managed funds underperform their benchmarks after fees, which means aggregate alpha net of costs is negative. This is not an accident. Active management is close to a zero-sum game before costs (one investor's outperformance is another's shortfall), so once fees are subtracted the average active dollar must lag. This is the empirical heart of the case for low-cost index investing.
Alpha is also fragile in a way that flatters managers. It is measured relative to a chosen benchmark and a chosen risk model, and a manager can appear to generate alpha simply by taking a risk the benchmark does not capture. If a fund loads up on small companies or cheap "value" stocks, and those factors happen to pay off, a single-factor model that only knows about overall market risk will score the extra return as alpha, when it was really a reward for bearing a different, identifiable risk. This is why more elaborate factor models exist: they try to strip out the returns that come from known factor exposures, so that what remains as alpha is smaller and harder to fake. Much of what once looked like manager skill dissolved once these factors were accounted for.
One naming point avoids confusion. A separate, unrelated use of the word has spread through the advice industry: "advisor's alpha," a marketing term for the value an advisor may add through steps such as tax-efficient placement, disciplined rebalancing, and keeping a client invested through downturns. Whatever the merits of that idea, it is a different concept from the statistical alpha defined here, which is strictly about risk-adjusted investment return relative to a benchmark. The two share a Greek letter and nothing else.