ChatGPTs popularity has increased ever since OpenAI madethe user interfaces of this generative AI accessible to the public.Although these settings are still in their infancy, academic research has begun to concentrate on them, and experts areregularly evaluating their dependability. ChatGPT is already used in various businesses and has enormous potential. Whilesome studies have tested ChatGPTs use in the educa tional sphere for academic writing and to develop instructional mate -rials and virtual tours for students (Wang et al.,2023 Zhai, 2023), others have explored its use in healthcare (Shen et al.,2023), legal writing (Shope,2023), coding (Avila-Chauvet et al.,2023), cyberse curity (Mijwil & Aljanabi, 2023) andentertainment (Aydin et al.,2023). The rise of artificial intelligence and the use of language models like ChatGPT haveresulted in substantial changes in the marketing industry. ChatGPT has been hailed as a game changer in the industrybecause of its ability to enable marketers to develop customized content that resonates with their target audience.This can be used to create virtual assistants for customer care, allowing consumers to receive rapid and personalizedresponses to their problems. They may also be used to develop person alized marketing materials, allowing firms to engagewith customers in a unique manner (Aydin et al.,2023). Nevertheless, the adoption of ChatGPT and other AI technologies isnot simple, and several theories have been proposed to explain why some firms are likely to embrace these technologies.As the user base of ChatGPT expands, reactions to technology become more pronounced, reflecting broader sentimentsabout inno vation (Dans,2023). While some claim that ChatGPT is a premier AI chatbot for the general public (Roose,2022), critics express concerns about the potential negative impacts on its use in the knowledge sector (Krugman,2022),democratic processes (Cowen,2022), and ethical considerations associated with its use (Cotton et al.,2023). These dualperspectives highlight the nuanced discourse surrounding ChatGPTs role in industry and society. Question 4(25 Marks)Analyse the risks and limitations of adopting generative AI in business contexts by stating the ethical considerationsorganisations should address when implementing these technologies. Engage with concerns raised in the article regardingsocietal impacts and ethical implications, and propose strategies to mitigate these risks.