Artificial intelligence (AI) has quickly become the shiniest penny in marketing as the technology has seemingly passed the uncanny valley after years of waxing and waning hype. Since the launch of OpenAI's ChatGPT on Nov. 30, the pace at which companies have embraced and invested in related technology has been staggering, with tech behemoths and major brands making big bets on generative AI.

Investment in and expansion of AI tools could impact everything from search to social media, changing how brands and agencies do business. And despite its rapid growth, there are still questions about how to use AI ethically and how to meet consumer expectations around the tech.

A majority (60%) of consumers says ChatGPT will impact society in ways we don't yet understand, according to a study conducted by mobile market research consultancy Reach3 Insights. Despite 61% saying they are excited or optimistic about the tech, many have concerns about its dangers, understanding of context and emotions and ability to replace human-to-human communication, per the study.

Still, the daily developments around AI suggest that tech firms and brand marketers are all-in on the technology, from Microsoft’s $10 billion investment in OpenAI to countless other companies that have rolled out generative AI tools, kicking off a new wave of investment in the space.

Below, Marketing Dive has gathered some of the most significant developments around generative AI that point to how the space could evolve and meet industry expectations going forward.