Generative AI: Myths, Rituals and Reality

ChatGPT, Midjourney, and Lensa AI, just to name a few, have sparked debates, expectations, and fears about their potential impact on the world of marketing. In just five days, ChatGPT was used by one million users, while it took Netflix three and a half years to reach the same number of users. At the beginning of the year, searches for generative AI surpassed those for the release of Taylor Swift's new album.

AI intrigues and attracts us, but it also scares us to the point where we suspend rational evaluation. For some, it can even become a syndrome of “fear of an invisible threat”.

But what are the possibilities and limitations offered by these tools? How can they help us save time and become more productive? How do we avoid their “hallucinations”? When is it better to rely on human intelligence and creativity instead?