AI-powered content creation is the new ‘big thing’ in the world of business and marketing. Many readers will be familiar with Chat-GPT – a large language model that uses advanced algorithms to generate ‘natural’ language responses to questions.

But while the answers may often appear intelligent, Chat-GPT isn’t ‘thinking’ about the questions we ask it in the way that a trained researcher might. Rather, it produces answers based on what it thinks a good answer should look like.

This is a subtle yet important difference.