Generative artificial intelligence (GenAI) represent an emerging paradigm within artificial intelligence, with applications throughout the medical enterprise. Assessing GenAI applications necessitates a comprehensive understanding of the clinical task and awareness of the variability in performance when implemented in actual clinical environments. Presently, a prevalent method for evaluating the performance of generative models relies on quantitative benchmarks. Such benchmarks have limitations and may suffer from train-to-the-test overfitting, optimizing performance for a specified test set at the cost of generalizability across other task and data distributions. Evaluation strategies leveraging human expertise and utilizing cost-effective computational models as evaluators are gaining interest. We discuss current state-of-the-art methodologies for assessing the performance of GenAI applications in healthcare and medical devices.