Big companies with proprietary data find using open data-based generative AI models for research too risky. The main concern is ownership of the data created with generative AI, especially for deeper applications like R&D. While generative AI is commonly used for marketing, brands in industries like beauty face data privacy and trust issues when using it for research. The EU has taken steps to regulate AI use, but the US lacks such regulations. Unilever, a conglomerate owning various brands, has proceeded cautiously with its internal generative AI model to protect its proprietary data from leaks and ensure the development of effective products. While generative AI shows promise for innovation, companies await clearer regulations to address issues like IP ownership before fully embracing open generative AI models for research and development.

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