‘Can you be sure that AI will capture who you are and what customers like about you?’


Trying to distil the essence of a brand can be tricky, even for a human, let alone an artificial intelligence, cautions Kantar’s Tom Lees

ChatGPT has taken the world by storm. More than a million people were using the AI software within days of its launch and already commentators are dramatically hypothesising what it could mean culturally, socially and economically. 

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