Levi’s bumpy launch almost perfectly encapsulates the ethical and business questions many companies must tackle as the newest waves of artificial intelligence — most notably ChatGPT, a chatbot that can answer questions, write essays and even compose songs — gain momentum. AI’s proponents argue the technology can be a powerful tool to help brands cut costs, stay competitive and enhance the creativity and output of their teams. But there’s a darker scenario where companies bluntly employ AI as a one-to-one replacement for humans — veering into a whole host of ethical challenges while trading off many of the benefits of human creativity.

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