We've only had ChatGPT and the like for a few years. It took Ford longer to make automatic transmissions.
So it is hard? Not easy? I would agree with that position. I think the analogy with automatic transmissions misses though. Programming actual intelligence into a computer seems orders of magnitude more complex and difficult than building the gearbox for a car.
I'm saying it shouldn't be that hard, but it's just one of a long list of features that the people whose job it is to do are working on.
It is hard in the sense that it's an unsolved problem that emerges due to the way LLMs work. Perhaps some clever ML PhD will come up with a technique to solve it, but right now there's no clear solution.