Despite recovering from a three-shot deficit, Bruce Mouat's rink were unable to overturn defending Olympic champions USA in their second round robin game.
Team Mouat had made a super start to the men's competition with an impressive display yesterday, beating Italy - who took home mixed doubles gold earlier in the week - 7-5.
But they were unable to record a second successive win despite recovering from being 5-2 down after the fourth end to lead 6-5 going into the seventh.
The experienced American John Shuster and his rink edged the contest after getting crucial twos from the seventh and ninth ends before the USA ran Team GB out of stones in the last to secure victory.
"We gave them a quick lead, which isn't the best and you don't really want to see that against a team like that," said Mouat.
"We also didn't finish the game very well. I think we had a really good momentum swing in the sixth when we got the steal of two and going into the last few ends we were really trying to force [it].
"I just didn't have my weight control down and I was struggling to make those key draws that would have forced them into tough ones."
The British men are next in action this evening against Norway and will be hoping to replicate Team Muirhead who yesterday rallied after defeat to Switzerland to stun Sweden in their second contest of the day.
A close game, but @TeamMouat lose to the USA in match 2.
— Team GB (@TeamGB) February 11, 2022
They will be back in action at 12.05 GMT against Norway 👊#TeamGB | #Beijing2022 pic.twitter.com/Zdp8gpL4tF
"We are all quite aware of what happens when you lose games and bouncing back, we've done it a lot at World Championships.
"I'm still looking forward to the game against Norway - if we play well, we will be in a really good spot, we've just got a few things to iron out.
"But this is only our second game in a few months, so still getting back to playing with the boys and just need to figure out a few more things."
Despite the result not going their way, there were still plenty of positives for Team GB's men's side as they look to put themselves in medal contention come the end of the week.
Mouat added: "It's definitely a long week ahead. We obviously know we can fight back in any situation.
"We were three down after four ends I think, so to be one up after six is a really good spot to put ourselves in.
"It's nice to see we can do that and it gives us a lot of confidence going forward."