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The rise of generative artificial intelligence (AI) has reached a new, more dynamic phase thanks to the emergence of large data sets, cloud architecture, and powerful semiconductors. The global AI market is expected to reach USD900bn by 2026 and could add USD7 trillion to the global economy over the next decade. Generative AI uses machine learning to create brand new content, such as characters and storylines in online games, financial reports, and customer service responses. ChatGPT, developed by OpenAI and Microsoft, is a high-profile example of this technology.