In 2023, the rise of Generative AI sparked considerable hype. How can organizations harness this excitement for practical applications and expand into new markets in the upcoming year? Ty Trainer and Diego Bartolome explore the impact of Generative AI on translations, uncovering key insights, including corporate incentives for AI adoption, risks faced by IT without stakeholder involvement, the delicate balance of Translation AI's hype and reality, and the distinctions between Machine Translation and Generative Pre-trained Transformers.