Since the release of ChatGPT at the end of November 2022, generative AI has been talked about endlessly in both the technical press and the mainstream media. Large language model technology has been heralded as many things: the disruption of the search engine, the end of the student essay, the bringer of disinformation … but what does it mean for commercial providers of earlier iterations of natural language generation technology? We look at how the major players in the space are responding, and where things might go in the future.