The transition from print to Web 1.0 was tough. The leap to Generative AI is likely to be even more dramatic. (Lucky us.) Chrostopher takes a quick look back at the marketing science of Generative AI in 2009 and 2014, noting the discontinuity between observational methods and randomized control tests. He then marvels at the convergent evolution of bloated, mismanaged state of UX that’s still too real for most of us and argues that the science of data analysis can and should take advantage of this crunchy, dramatic, transition. We’re in for a wild ride, Christopher urges you to climb aboard but please, keep your arms and legs inside the car at all times.