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The PGA Tour recently demonstrated its generative AI virtual assistant at the Pro Am for Amazon’s re:Invent event in Las Vegas. ChatGPT, a year old AI technology, enables anyone with an internet connection to converse with a chatbot whose replies sound organic and whose knowledge is vast. Generative AI creates new data and content, and is accessible to the public. Microsoft-backed OpenAI may have grabbed the early headlines, but there are numerous entries in this space from Big Tech and other providers.