How afraid of ChatGPT should marketing and insight professionals be? Yes, we can harness its potential to deliver predictable solutions in a smarter, agile way... But we humans still have a vital role to play in making creative leaps, using our imagination , making ethical judgements and narrating the ambiguities of true human experience.
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With the Coronation nearly upon us we take a look at how British brands can capitalise on their Britishness.