Generative AI (GenAI) is a form of artificial intelligence that can create novel content such as audio, data, codes, or images. It will drastically change how we approach digital content in the future, and a range of jobs are executed. 1 GenAI gained significant attention worldwide when the California-based company OpenAI launched its artificial intelligence chatbot ChatGPT 3.5 in November 2022. The chatbot gained over 100 million users within the first two months after release. 2 ChatGPT is a text-based machine learning model that consists of several language models and large amounts of public data, which allow it to create new content based on user instructions. Its capabilities range from giving information on quantum physics to writing poems that sound as if they are written by humans. 3 Consequently, many people fear that artificial intelligence could make content-creating jobs branches, such as journalism, marketing or copywriting obsolete. 4 This article examines the current position of generative AI with its benefits and challenges and what it might bring in the future to address these concerns.
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