A recent study in the journal PLOS Medicine compared recommendations made by generative artificial intelligence (GAI) to recommendations made by doctors when treating patients. The study highlights the importance of context and circumstances specific to the individual patient in clinical decisions. A key question arises as to whether clinical applications of GAI should be designed to strictly adhere to standard treatment guidelines or to provide individualized recommendations tailored to the specific needs of the patient. This dilemma highlights the tension between a unified evidence-based approach and personalized medicine. Research suggests that the optimal approach might lie somewhere between these two extremes, taking into account both general clinical guidelines and individual patient characteristics.