Unveiling the limits: Navigating the evolving landscape of AI in business and marketingIn today’s digital age, the pace of change continues to be relentless, and artificial intelligence (AI) has taken centre stage in the world of business and marketing, with language models such as ChatGPT captivating audiences. Its ability to mimic human-like text generation promises unprecedented efficiency and innovation. However, amid the excitement, it’s essential to bear in mind that ChatGPT, like any technology, has its limitations. Understanding these boundaries empowers businesses and marketers to harness AI effectively, not as an all-powerful robot, but as a potent and complementary tool.