When OpenAI released ChatGPT to the public, the text generator made a clear case for the sheer disruptive force of AI – making it apparent that such technology will change the way we experience information and engage with brands. But major challenges remain before AI elbows humans out of the way.

Snapchat unveiled its GPT-powered chatbot for Snapchat+ subscribers in early April. However, concerns about inappropriate user behaviour and safety issues have forced the company to take decisive steps to improve security on the platform, particularly for its younger users.

Wendy’s is unveiling a chatbot service powered by Google and trained to understand the myriad ways customers order from its menu. As AI advances change the way brands engage with audiences, careful implementation will be necessary for them to maintain trust among consumers and employees.

With Generative AI blurring reality through deep fakes, voice swaps, and impersonations of popular artists, tech companies are being called on to reduce misinformation. In a bid to retain user trust, Tiktok is developing content labels that signify and set apart AI-generated creations.