AI generated content is predicted to be one of the biggest trends of 2023. ChatGPT, which stands for Chat Generative Pre-trained Transformer, is a free large language model launched by OpenAI in November 2022. Since then, the tool has drawn countless headlines—both positive and negative, with many pointing out concerns surrounding plagiarism and job replacement. While AI can aid in the creative process, it cannot replace human-led ideation, creativity and most importantly, connection. However, ChatGPT gained one million users in under a week, transforming the user experience of search. Does it live up to the hype? Let’s explore how brands are using AI now.