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Artificial Intelligence (AI) has been a hot topic for a number of years now, but the release of ChatGPT to the wider public has really brought it into the mainstream discourse. Whilst the focal point right now is on the potential opportunities offered (and disruption caused) by ChatGPT and other generative AI tools like Midjourney, the technology underpinning these tools has been evolving for quite some time. The reality is that organisations have long been investing significant sums in the hopes of making the next big breakthrough (or gaining a significant competitive advantage) by creating value from data.

The rise of store credit cards in the United States has proven to the world that it is not only a manageable risk but, in fact, a hugely lucrative business model. This rise to success is owed, in part, to the effective marketing of super brand culture. Another reason is that in the post-modern landscape of superstores and global brands, a new currency has come to the fore – data.