Generative AI has become increasingly integrated into businesses, with 56% of businesses incorporating it just a year after ChatGPT's release, and nearly 60% of workers expressing a desire for more AI implementation at work. The technology is now viewed as a general-purpose technology with potential for significant economic impact, including in education and academic research. This rapid adoption has made managing AI's impact a leadership priority in many organizations. However, challenges remain in evaluating and monitoring generative AI effectively. In response, NIST has launched a new platform and program to assess generative AI technologies. This initiative includes issuing challenge problems to evaluate AI capabilities and limitations, and a pilot study to distinguish between human-created and AI-generated media, with results expected in February 2025, and plans to develop content authenticity detection technology.