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In the past year, major technology firms have championed generative artificial intelligence as the next big thing, boosting the stock market to new highs. But behind the scenes, representatives of major cloud providers and other firms that sell the technology are tempering expectations with their salespeople, saying the hype about the technology has gotten ahead of what it can actually do for customers at a reasonable price.

Several executives, product managers and salespeople at the major cloud providers, such as Microsoft, Amazon Web Services and Google, also privately said most of their customers are being cautious or deliberate about increasing spending on new AI services, given the high price of running the software, its shortcomings in terms of accuracy and the difficulty of determining how much value theyll get out of it.

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Amazon, Google Quietly Tamp Down Generative AI Expectations - The Information