“So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy
Résumé
Transformative artificially intelligent tools, such as ChatGPT, designed to generate sophisticated text indistin-
guishable from that produced by a human, are applicable across a wide range of contexts. The technology
presents opportunities as well as, often ethical and legal, challenges, and has the potential for both positive and
negative impacts for organisations, society, and individuals. Offering multi-disciplinary insight into some of
these, this article brings together 43 contributions from experts in fields such as computer science, marketing,
information systems, education, policy, hospitality and tourism, management, publishing, and nursing. The
contributors acknowledge ChatGPT’s capabilities to enhance productivity and suggest that it is likely to offer significant gains in the banking, hospitality and tourism, and information technology industries, and enhance
business activities, such as management and marketing. Nevertheless, they also consider its limitations, dis-
ruptions to practices, threats to privacy and security, and consequences of biases, misuse, and misinformation.
However, opinion is split on whether ChatGPT’s use should be restricted or legislated. Drawing on these con-
tributions, the article identifies questions requiring further research across three thematic areas: knowledge,
transparency, and ethics; digital transformation of organisations and societies; and teaching, learning, and
scholarly research. The avenues for further research include: identifying skills, resources, and capabilities needed
to handle generative AI; examining biases of generative AI attributable to training datasets and processes;
exploring business and societal contexts best suited for generative AI implementation; determining optimal
combinations of human and generative AI for various tasks; identifying ways to assess accuracy of text produced
by generative AI; and uncovering the ethical and legal issues in using generative AI across different contexts.
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