Abstract : We examine the AdS-CFT dual of arbitrary (non)supersymmetric fermionic mass deformations of N=4 SYM, and investigate how the backreaction of the RR and NS-NS two-form potentials dual to the fermion masses contribute to Coulomb-branch potential of D3 branes, which we interpret as the bulk boson mass matrix. Using representation-theory and supergravity arguments we show that the fermion masses completely determine the trace of this matrix, and that on the other hand its traceless components have to be turned on as non-normalizable modes. Our result resolves the tension between the belief that the AdS bulk dual of the trace of the boson mass matrix (which is not a chiral operator) is a stringy excitation with dimension of order $(g_s N)^{1/4}$ and the existence of non-stringy supergravity flows describing theories where this trace is nonzero, by showing that the stringy mode does not parameterize the sum of the squares of the boson masses but rather its departure from the trace of the square of the fermion mass matrix. Hence, asymptotically-AdS flows can only describe holographically theories where the sums of the squares of the bosonic and fermionic masses are equal, which is consistent with the weakly-coupled result that only such theories can have a conformal UV fixed point.
