More than twenty-five years ago, early ideas emerged on how to design systems that provide recommendations to groups of users rather than individuals. Since then, a wide range of algorithmic approaches has been proposed to elicit individual preferences, aggregate them, and generate group recommendations. However, despite this substantial body of work, relatively few examples of real-world group recommender systems are in use. This observation invites reflection on the assumptions of the academic research, particularly regarding how inter-group communication unfolds and how recommendation-supported decisions should be made. In this essay, we suggest that some of these assumptions and corresponding system designs may not fully align with users' needs or expectations. We therefore outline a forward-looking perspective that explores how insights from group-decision making research and recent advances in Generative AI, including systems such as ChatGPT, could better inform the design of group recommender systems. As one possible direction, we consider settings in which human group members interact and exchange information through a chat based interface, while an AI-based agent supports the decision-making process. Such an approach may contribute to design more natural group and system interactions, and could help facilitate a broader adoption of group recommender systems in practice.

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