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We are at the beginning of an exponential growth phase for AI, marked by both the promise of these technologies’ capabilities and the concern about the dangers they could pose if left unchecked. ChatGPT, one of the most popular generative AI applications, has revolutionized how humans interact with machines, thanks to reinforcement learning with human feedback (RLHF). RLHF is essential to ensure alignment and maintain brand integrity by minimizing biases and hallucinations. AI leaders must ensure that generative AI applications are helpful, honest and harmless in order to reap the rewards of these breakthroughs.