How can marketers avoid the pitfalls of generative AI? John de Forte takes a sideways look at the world of professional services marketing.
Generative AI seems to be in an arms race with itself. Its seemingly ineluctable upward spiral of self-improvement means that distinguishing between human creativity and the efforts of the large language models has become increasingly difficult. This is causing a lot of anxiety in many fields of endeavour, but most notably perhaps in education. According to recent reports, tools such as Claude and ChatGPT have led to an epidemic of cheating, with more than nine out of 10 undergraduate students using them for assessments.
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