In some cases, more standardization is better. Every DMV in a state can operate under the same specific rules. In other cases, more personalization is better. My Netflix queue will look different than yours.
Firms looking at GenAI need to be sure that what they need is personalization. If they want standardization, perhaps good old-fashioned analytics (GOFA), or good old-fashioned search (GOFS) is what they really need.