Generative AI is stuck in the experimentation phase

Welcome back to your essential weekly Briefing on what’s happening in brand content and why it matters. Moving beyond experimentation Generative AI has been stuck firmly in the “experimentation” stage when it comes to brand content. While many companies have expressed excitement about using gen AI tools to help with content production and creation, few appear to be deploying the technology at scale for real-life uses. Gary Marcus, a scientist who last year wrote a piece called ‘What if Generative AI turned out to be a dud?’ said last week that companies aren’t quite finding that gen AI tools are ready for primetime. "Almost everybody seemed to come back with a report like, 'This is super cool, but I can't actually get it to work reliably enough to roll out to ou