Since its release in November, interest in and use of ChatGPT has exploded (100 million users and counting). With its arrival and the appearance of other generative artificial intelligence tools, we now have accessible technologies that can turn text into images, videos or music – and everyone is paying attention. As these tools embed themselves into everyday society, all of us are trying to understand the short- and long-term impact of generative AI. Amid this sea change, business leaders are asking themselves a lot of questions.