OpenAI Business and IT

Anna Matthäi Leland: 202207567 Aarhus Universitet 26/05/2022
Anton Rønde Aspen: 202208811 Information Studies

Karoline Rønnow Jensen: 202204301 Business and IT
OpenAI & ChatGPT
Characters: 62852
26/05/2023
Anton Rønde Aspen: 202208811
Karoline Rønnow Jensen: 202204301
Anna Matthäi Leland: 202207567
Illustration made with artificial intelligence
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Table of content:
Responsibilities: ..................................................................................................................................... 3
Abstract .................................................................................................................................................. 4
Introduction ........................................................................................................................................... 5
Research question:............................................................................................................................. 6
Methods ................................................................................................................................................. 6
Theoretical background ......................................................................................................................... 7
Big Data ............................................................................................................................................. 7
Governance of Emerging technologies .............................................................................................. 7
Account for OpenAI and ChatGPT........................................................................................................ 8
OpenAI ............................................................................................................................................... 8
ChatGPT ............................................................................................................................................ 9
Applying OpenAI’s business model into the Business Model Canvas ................................................ 9
Analysis ............................................................................................................................................... 11
How does ChatGPT operate with Big Data? ................................................................................... 11
How can firms optimize their BDA with ChatGPT? ........................................................................ 14
What are the challenges of governing emerging technology like ChatGPT? .................................. 17
Discussion ............................................................................................................................................ 20
Ethical consequences of AI using Big Data ..................................................................................... 20
Governing a non-regulated technology ........................................................................................... 21
Regulating the AI race: first-mover advantage and replicable technology ..................................... 23
The Chinese perspective .................................................................................................................. 24
Technological deployment and the future of economic models........................................................ 25
AI and humans mutually training each other ................................................................................... 26
Future of economic models .............................................................................................................. 27
Conclusion ........................................................................................................................................... 28
Literature ............................................................................................................................................. 30
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Responsibilities:
Written together • Abstract
• Introduction
• Future of economic models
• Conclusion
Anna Matthäi Leland • Theory
• Analysis: What are the challenges of governing
emerging technologies like ChatGPT
• Discussion: Ethical consequences of AI using Big Data.
• Discussion: Governing a non-regulated technology
Anton Rønde Aspen • Account for OpenAI and ChatGPT
• Analysis: How can firms optimize their BDA with
ChatGPT?
• Discussion: Regulating the AI race: first-mover
advantage and replicable technology
• Discussion: The Chinese perspective
Karoline Rønnow Jensen • Method
• Analysis: How does ChatGPT operate with Big Data
• Discussion: Technological deployment and the future
of economic models.
• Discussion: AI and humans mutually training each
other.
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Abstract
The purpose of this paper is to research the company OpenAI and its product ChatGPT and its
possible impact on the future for businesses, workers and society as a whole. This has been
done as a case study using document analysis and theory regarding dimensions of Big Data,
Big Data Analytics, governance of emerging technologies and the Business Model Canvas.
Through the analysis we conclude that businesses using ChatGPT for Big Data Analytics have
the potential to gain competitive advantages, while Large Language Models (LLMs), like
ChatGPT also can utilize Big Data in their models for a broad dataset. Additionally, it is
concluded that implementing ChatGPT can have consequences as the chatbot possesses
imperfections. ChatGPT’s insufficiencies include the model being trained with potential biased
datasets, its knowledge cut off at September 2021 and its tendency to provide harmful and false
answers because of its lack of ability to tell right from wrong being a Large Language Model
with the only ability to repeat text.
This study discusses the possible advancements and obstacles to govern LLM technologies
that utilize Big Data. Based on the discussion it can be concluded that releasing non-regulated
technologies can have ethical consequences. Therefore, stakeholder engagement in
governmental regulation processes is necessary as well as education in AI systems are crucial
for integrating AI successfully. Moreover, regulation and ethical considerations are necessary
for AI's development and deployment. We have found that regulation efforts are under way in
the European Union and the United States. The case study findings indicate it is necessary to
confront governance challenges of emerging technologies, by ensuring that AI aligns with
our values and ultimately contributes to the well-being of humankind.
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Introduction
Envision a world where machines handle all tasks on your behalf. This may sound like a scene
straight out of a science fiction film. Yet, the integration of machines with AI technology is
closer to reality than many assume. In fact, they are already implemented in our society and
are there to stay. As the influence of technology and artificial intelligence continues to grow,
with potentially far-reaching consequences for society as a whole, it is important to examine
the potential ethical and societal implications of these advancements as society becomes
increasingly dependent on them.
OpenAI, founded in 2015, is a company and lab based on research and development of artificial
intelligence. Their main goal is developing AI for humanity safely. The most popular
technology published by OpenAI is their Large Language Model (LLM) ChatGPT. The chatbot
understands and generates human-like text, allowing it to engage in conversation with its users,
answer questions and provide information on a wide range of topics. In relation to the course
Business and IT we have found OpenAI relevant to research, in terms of ChatGPT and in
general LLMs being an emerging technology and a new product on the market. OpenAI
additionally stands out as a company, as they are on the prospect of changing how society uses
technology.
This paper aims to examine how the company OpenAI facilitates their product ChatGPT to
other companies based on how the product collects and uses Big Data. We will account for
OpenAI and look into their business model with the use of Business Model Canvas and more
so, account for ChatGPT and the composition of its machinery.
To visualize this, we will analyze how ChatGPT operates with Big Data, how firms can
optimize their Big Data Analytics (BDA) with ChatGPT, and the challenges associated with
governing emerging technology like ChatGPT. Furthermore, we will discuss the consequences
of releasing non-regulated technology like ChatGPT into society. The purpose of the discussion
is to look at where we are today regarding emerging technologies and how these technologies
possibly impact the future of work and society in general. In the discussion we have drawn in
perspectives from leading data ethicists to bring their insights and opinions on the
consequences of AI and thus use it to discuss the topic further.
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Research question:
In a form of a case study this paper aims to address the following research question:
- How does OpenAI facilitate their product ChatGPT to companies based on Big Data
and what are the consequences of releasing a non-regulated technology?
Sub-questions for the analysis:
- How does ChatGPT operate with Big Data?

- How can businesses optimize their BDA with ChatGPT?
- What are the challenges of governing emerging technology like ChatGPT?
Methods
For this paper, our methodological framework is a qualitative case study (Patton & Appelbaum,
2003) where we want to examine OpenAI and their product ChatGPT. The reasoning for
choosing a case study as a research strategy is that we can examine a particular case within a
real-life context where it is possible to go in-depth and examine OpenAI and ChatGPT in detail
of why, how and with what result (Patton & Appelbaum, 2003). Case studies offer a holistic
view of a case where we, as researchers, look and evaluate something from a total point of
view. This is possible because of the case studies’ unique ability to use multiple sources such
as documents, interviews and observations that results in a broad understanding of a
phenomenon (Yin in Patton & Appelbaum, 2003, p. 4).
We picked the topic of OpenAI’s ChatGPT and after researching it intensely and interacting
with the chatbot, we found an interesting angle to examine and thus created a research question.
To answer our research question, we have collected notes from our lectures and teachings in
Business and IT and searched for relevant articles and documents that would help us gain
knowledge on the topic and provide important propositions in regard to the research question.
The material gathered from articles and documents have mainly been used in our analysis in
terms of accounting for the history of OpenAI as an organization and to outline how their
language model, ChatGPT, is built and how it works. Moreover, the material, in collaboration
with our notes and documents from our lectures, has been implemented in our discussion and
thus helped us to draw in different propositions that we found important for answering the
research question. The data has been handled primarily through document analysis (Bowen,
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2003). Document analysis involves surface examination of the different data, trying to make
sense of its relevance to the topic and research question. From there, a more thorough
examination and reading of texts have been made and lastly an interpretation of relevant points
that contributes to both theory and the research question (Bowen, 2003, p. 32). Throughout the
case study we triangulate between our research question, the theory and data collected through
documents. Based on the findings in the analysis and discussion, we form an understanding
throughout the paper, which we then sum up in the overall conclusion of the paper.
Theoretical background
The main theories we use to examine OpenAI's product ChatGPT are articles about Big Data
and governing of emerging technologies. These articles encompass tools that we use to
understand how ChatGPT utilizes Big Data in their business model, how businesses create
value from Big Data Analytics as well as the ethics of implementing emerging technologies
into society with big impact.
Big Data
In our analysis we will focus on and illuminate OpenAI’s product ChatGPT as an emerging
technology and furthermore analyze their use of Big Data to visualize the product that they are
facilitating to businesses who build ChatGPT into their services. In doing so, we include
relevant theoretical terms from Lee’s text “Big data: Dimensions, evolution, impacts and
challenges” from 2017. This text facilitates terms such as types of Big Data like web data and
social media data, as well as characteristics such as the three V’s: volume, velocity and variety.
These terms can be used to identify the types of Big Data ChatGPT feeds into its model and
hereby clarify the positive and negative outlooks the use of Big Data may have. Additionally,
the text “Creating strategic business value from big data analytics: A research framework
Journal of Management Information Systems” by Grover et al. from 2018 is being used to
highlight how value can be created from Big Data, especially for businesses that use ChatGPT
for Big Data Analytics (BDA). In doing so, we emphasize the four value targets, and the impact
BDA can have for businesses.
Governance of Emerging technologies

Abbott’s chapter from “Introduction: the challenges of oversight for emerging technologies”
in his book “Innovative governance models for emerging technologies” from 2013 speaks
upon how society must balance the potential benefits of technological innovation against
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potential risks and impacts on economic, social and personal aspects of daily life. With insights
from this chapter, we analyze how ChatGPT as an emerging technology can be governed based
on the possible challenges surrounding pacing, quality of risk governance, stake holder
engagement and coordination.
In order to examine relevant parts of OpenAI’s organization, we apply the Business Model
Canvas by Osterwalder & Pigneur (2010) from “Business model generation: a handbook for
visionaries, game changers and challengers”. The Business Model Canvas can be used to
describe OpenAI’s business model and how they organize their company in regard to creating,
delivering and capturing value.
Account for OpenAI and ChatGPT

OpenAI
OpenAI was founded in 2015 by a group of 13 people, with Sam Altman, Greg Brockman and
Elon Musk as the public faces of the company. Sam Altman is an American entrepreneur,
investor, programmer and co-founder and currently the CEO of OpenAI. Greg Brockmann has
a background in science and is today the head of non-profit and strategic initiatives at OpenAI.
Lastly, Elon Musk, an American businessman, was a co-founder of OpenAI, but resigned due
to conflicts between him and the company.
OpenAI refers to itself as “an AI research and deployment company” (About, n.d) with a focus
on developing Artificial General Intelligence (AGI). Artificial Intelligence (AI) is typically
programmed to function within defined parameters and can learn from data while adapting to
new situations. In contrast, Artificial General Intelligence (AGI) refers to a machine capable
of undertaking any intellectual task that a human can perform, which is what OpenAI is looking
to develop in the future. As of May 2023, the newest version is ChatGPT-4, which currently
encompasses the capabilities of an AI. In this paper we will therefore use the term AI when
referring to ChatGPT and its versions 3, 3.5 and 4, however when discussing the future, we
will include the prospects of AGI as well.
Upon earlier versions, in November of 2022 OpenAI released their chatbot ChatGPT-3, as a
web browser for free use and in January 2023 ChatGPT-3 was “estimated to have reached
roughly 100 million active users” (Verma, 2023). Today, a subscription planned version of
ChatGPT-4 is offered for $20 a month in the United States and around the world. Moreover,
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OpenAI offer various other products such as Whisper a transcription tool, Codex that transfers
natural language to programming language, AI art creator Dall-E which transfers natural
language to art. OpenAI even offer a ChatGPT Business subscription for enhanced security
measures (Product, n.d.). These products and offerings are just the beginning of an extensive
list of collaborations where ChatGPT has been implemented.
ChatGPT
ChatGPT is a Large Language Model (LLM) which is a Natural Language Processing (NLP)
tool run by OpenAI which allows humanoid conversations and interaction as never seen before.
The AI technology as it is enabling the possibility to generate anything from mails, birthday
songs and provide code just by asking and prompting it (Ortiz, 2023). The company OpenAI
furthermore states that: “The dialogue format makes it possible for ChatGPT to answer follow-
up questions, admit its mistakes, challenge incorrect premises and reject inappropriate
requests.” (Introducing ChatGPT, n.d.). The conversational format is considered revolutionary
in contrast to other AIs. What furthermore makes it stand out is the size and construction behind
the model which shapes how the data is processed. AIs can be measured by the number of
parameters used, represented by the volume and complexity of the model, where ChatGPT
scores high. The first version, ChatGPT-1, had 117 million parameters, which appears quite
substantial, but as the newest version ChatGPT-4 uses 170 trillion, the enlargement is relatively
significant. Though the most common version used, the ChatGPT-3 has 175 billion parameters.
The number of parameters dictates how the AI generates text; the more parameters, the more
coherent, concise and accurate answers will be generated. However, this can result in difficulty
distinguishing them from humanoid responses (Lubbad, 2023). The suffix “GPT” stands for
Generative Pre-Trained Transformer, as it is pre-trained with datasets using Reinforcement
Learning from Human Feedback (RLHF). The Big Data that is assumed to be used by ChatGPT
as its parameters is typically only used in the training process of the model, rather than being
directly fed into the parameters (Romero, 2023).
Applying OpenAI’s business model into the Business Model Canvas

To get an overview and go into details about OpenAI and their business, we have identified the
most important aspects of OpenAI’s business model, through the use of the Business Model
Canvas from Osterwalder & Pigneur (2010).
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The company states their value proposition (Osterwalder & Pigneur, 2010, p. 22-23), what the
company seeks to solve as a mission to ensure safety for humanity and the future use of
artificial intelligence: “Our mission is to ensure that artificial general intelligence—AI systems
that are generally smarter than humans—benefits all of humanity.” (About, n.d.). The societal
value that they seek to provide is objectified for now in the conversational model ChatGPT.
The customer relationship (Osterwalder & Pigneur, 2010) is established and maintained by a
mutual relationship between OpenAI and users. By collecting Big Data through ChatGPT,
OpenAI uses user engagement as feedback for optimizing and expanding the product. With
ChatGPT the company relies heavily on having “customer feedback and active engagement to
improve their technologies and create AI solutions that address pressing challenges.”
(Introducing ChatGPT, n.d.). In that way, it makes sense for the company to keep ChatGPT as
a free browser version for millions to use, so the general public gets to interact with the AI
software in a tangible way and thereby generates big amounts of data, which benefits OpenAI
and the customers who contribute to the ongoing development of ChatGPT.
As a research lab (About, n.d) OpenAI’s key activities (Osterwalder & Pigneur, 2010) are to
continue their research on the topic of artificial intelligence and thereby accommodate their
goal of creating a safe environment and future of artificial intelligence use around the world.
A way of doing so is to continue to speak openly about risks, goals and insights of their work
and their thoughts as the co-creator Sam Altman is doing.
Key partnerships are important for companies in today's markets to optimize their business and
broaden their aspects and possibly reduce risks and acquire resources (Osterwalder & Pigneur,
2010). OpenAI have stated that they “collaborate with industry leaders and policymakers to
ensure that AI systems are developed in a trustworthy manner.” (Safety & Responsibility, n.d.).
By collaborating with researchers, institutions, universities and government policymakers,
OpenAI engages in ensuring that there is an ongoing development in the safety of using AIs
and AGIs. A way of ensuring that this matter is important for OpenAI as a company is to
actively speak on the terms of safety, writing articles and state it openly on their website. The
challenges of incorporating stakeholders into the development of their product will further be
elaborated in the section on governing emerging technologies.
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OpenAIs revenue streams are coming from both B2C and B2B (Osterwalder & Pigneur, 2010,
p. 30). As mentioned above OpenAI has created a subscription plan for the use of ChatGPT
Plus and from there they create a revenue stream where users pay a monthly fee. Therefore,
OpenAI are receiving a recurring revenue (Osterwalder & Pigneur, 2010, p. 30). Moreover,
OpenAI gains revenue though other companies' investment in ChatGPT. These investments are
bound through investment agreements, technology fees and research partnerships. Investors
like Microsoft play a big part in these revenue streams of OpenAI by investing in OpenAI and
the companies' products. With access to technology like ChatGPT, companies like Microsoft
can collect a huge advantage amongst other players in the market of AI and AGI like Google
and Meta (Metz & Weise, 2023). As for the further research and development “These funds
paid for the enormous amounts of computing power needed to build the kind of generative A.I.
technologies OpenAI is known for.” (Metz & Weise, 2023).
To sum up, from the use of the Business Model Canvas from Osterwalder & Pigneur we have
looked upon which aspects of a business model there could be of specific interest for OpenAI.
The value from ChatGPT that OpenAI wants to advertise is the mission to ensure safety for
humanity and the future use of artificial intelligence. The way to ensure that they are following
their mission is by optimizing their customer relations with customer feedback and active
engagement in improving their technologies. Furthermore, their key activities and partnerships
are based upon research and development of AGI, which is possible through their revenue
streams that is based upon recurring revenue from B2C and investments from other
organizations.
Analysis
How does ChatGPT operate with Big Data?
The impact of Big Data can be explained through a framework that visualizes the 3 V’s, which
Lee has supported with additional dimensions, referred to as “Figure 1: An integrated view of
big data” (Lee, 2017, p. 295). In regard to how OpenAI operates with Big Data, ChatGPT's
capabilities can be inserted into this particular framework; especially the most defining
dimensions that are the three V’s: volume, velocity and variety (Lee, 2017, p. 294-296). The
reason why we look into how OpenAI operates ChatGPT is to outline which mechanisms lie
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behind the big machinery in the model and thereby understand the model that firms integrate
into their businesses and what consequences it may pose.
ChatGPT collects a large amount of data and has a broad knowledge base which enables it to
contribute to the research and development of AGI systems within OpenAI's organizations.
Additionally, the language model benefits from access to sub-processors provided by Microsoft
Corporation, Snowflake and TaskUS (OpenAI API, n.d.). These sub-processors serve various
purposes and assist OpenAI in achieving more efficient data processing operations. Therefore,
ChatGPT possesses a big volume (Lee, 2017, p. 294) because of the access to large data sets
in which it operates, when generating output to its users.
As the language model possesses a huge volume of data, it has the ability to generate responds
to its users and process the answers at a high speed and in-real time, which is shown in the way
it is possible to have a human-like conversation with the model. As ChatGPT is capable of
generating and processing prompts and answers at a high speed the velocity (Lee, 2017, p. 294)
of the model is therefore also an important dimension of how ChatGPT operates with the
volume of data it operates with.
The data that is collected and processed with the use of ChatGPT is referred to as web data
(Avanite, 2018). Web data in this case is twofold and it is both the raw materials that ChatGPT
extracts its answers from as well as the interactive feedback provided by users that further
shape the model. When using and collecting data from the web, ChatGPT has a huge variety
(Lee, 2017, p. 294) of sources and thereby possesses a broad set of data. The internet is however
filled with misinformation, so the risk of the chatbot picking up false information is plausible.
ChatGPT does not have full, live access to the internet, but in fact pulls the data from a
browsing environment that “sends queries to the Microsoft Bing Web Search API and follow
links that already exist on the web” (WebGPT: Improving the Factual Accuracy of Language
Models Through Web Browsing, n.d.). This allows ChatGPT to use data from the web like a
typical search engine would. The second type of web data ChatGPT collects is the activity on
its website e.g. website traffic, clickstream data and user behavior (Introducing ChatGPT, n.d.).
The large language model generates data based on what the users prompt to the chat when
having conversations with it. The questions can be seen as feedback that provides a variety of
data which helps train the model.
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As Lee mentions, a challenge of using Big Data is being critical towards the quality of the data.
Data quality can vary “as data are more unstructured and collected from a wider array of
sources, the quality of data tends to decline.” (Lee, 2017, p. 301). The quality of ChatGPT's
data is important to determine the veracity towards the product (Lee, 2017, p. 294). When the
volume, variety and velocity increase, the quality and thereby the veracity tends to fall (Lee,
2017, Figure 1). According to Lee, veracity deals with the level of trust, quality and accuracy
of the data, thereby to which degree the answers that ChatGPT provide can be trusted. As
mentioned, ChatGPT uses the available data to answer questions and provide a human-like
conversation with the users. It is hereby important to acknowledge the fact that ChatGPT is not
a search machine, but a large language model that repeats text that usually is structured next to
each other. This means that it does not have critical sense and therefore is prone to put out both
correct and false answers, as long as it answers the question posed. In this regard the knowledge
that the language model possesses and its outputs to the user can be questioned. “Language
models like GPT-3 are useful for many different tasks but have a tendency to “hallucinate”
information when performing tasks requiring obscure real-world knowledge.” (WebGPT:
Improving the Factual Accuracy of Language Models Through Web Browsing, n.d.).
Therefore, users and possibly other organizations have to be aware of flaws the model may
have. More so, ChatGPT has the limitation that its knowledge cut-off is September 2021 and
thereby cannot pull data from after then. This is a challenge for OpenAI in considering the user
interaction with ChatGPT. The service of the language model is thereby limited as well.
Furthermore, this cut-off limits the three V’s and thereby affects the trust, veracity, towards the
data quality of the answers without the context of past 2 years.
When implementing the three V’s it is clear that ChatGPT's access to a broad knowledge base
and large data sets allows it to contribute to the research and development of AGI systems
within the organization of OpenAI, making it a valuable resource in advancing AI technology.
Furthermore, the sub-processors contribute to further analysis of the data provided by
ChatGPT’s users. Even though there is on-going development of ChatGPT the flaws and
limitedness are necessary to bear in mind, when organizations consider implementing the
language model to their different work processes within the company and the possibility of
consequences it could have for the users and the organization as a whole.
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Figure 1. (Lee, 2017, p. 295).
How can firms optimize their BDA with ChatGPT?

Businesses today are eager to integrate Big Data Analytics (BDA) initiatives because they want
to avoid negative consequences of not leveraging them. Simply having data and the means to
collect and manage it is not enough for successful Big Data strategies. It requires understanding
the processes and tools involved so that BDA can be a valuable resource, helping companies
stay competitive and derive value from their data. Therefore, ChatGPT has been said to
revolutionize this industry (ValueWorks.Ai, n.d.). IT can and already does have a crucial role
in optimizing businesses' Big Data Analytics (BDA) practices, making them more practical and
effective. By leveraging ChatGPT's capabilities, businesses can streamline their BDA
processes, rapidly analyze unstructured data, extract valuable insights and make informed
decisions in real-time. This optimization of BDA with ChatGPT empowers businesses to gain
a competitive advantage and drive their success with greater ease and efficiency. This
streamlined approach allows businesses to stay ahead of the competition and optimize their
data-driven strategies (Howell, 2023). Actually, according to multiple reports, around 80% to
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90% of all data is unstructured data such as text, social media, video, audio etc. which makes
this area of BDA an unexploited resource that ChatGPT now has made possible to utilize
(Tapping the Power of Unstructured Data, MIT Sloan, 2021).
The Grover text follows a model (Figure 2) that illustrates how value can be created through
the use of Big Data. The first points of the model are infrastructure and capabilities, which
the past sections already accounted for in regard to OpenAI and ChatGPT and outlined
ChatGPT with Lee and the three V’s. We will therefore jump to the point regarding value
targets (Figure 2) from the model. This examines how firms can use ChatGPT to create value
from Big Data in their business.
Figure 2. (Grover et al, 2018, p. 12).
Grover et al. mentions a framework which identifies four distinct targets of how to create value
through BDA: “(1) organization performance such as the quality of decision making, (2)
business process improvement (…) (3) product and service innovation and (4) customer
experience and market enhancement” (Grover et al, 2018, p. 15-16). Firstly, as already
declared earlier, the quality of the decision-making process will be enhanced, as the assistance
of ChatGPT helps in recognizing and accessing relevant data from unstructured data, which
can be taken advantage of because of ChatGPT. Secondly, ChatGPT can create value by
improving business processes and as business process analyst Sidney Lin declares: “By
simplifying process steps, AI technology like ChatGPT can help businesses operate more
efficiently and achieve their goals faster” (Lin, n.d.). Therefore, streamlining business
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processes is crucial for enhancing efficiency and effectiveness and ChatGPT proves to be
advantageous in automating routine tasks. By leveraging ChatGPT, organizations can automate
repetitive tasks, freeing up valuable time and resources. This enables businesses to focus on
more strategic and highly valuable activities. As Sidney Lin says, they achieve their goals
faster. Thirdly, ChatGPT brings additional value to BDA by improving its functionality,
especially in analyzing customer clickstreams and purchasing patterns. This allows businesses
to create customized interfaces and promotional strategies, enhancing customer engagement
and satisfaction (Grover et al, 2018, p. 16). The framework even demonstrates what can be
extracted from this type of BDA as they write: “By analyzing those online consumer product
reviews and/or consumer discussion forums, a firm can identify the frequently reported product
flaws/issues or consumer desired features of certain products or services, which provide
insights for product/service innovation” (Grover et al, 2018, p. 16). OpenAI has seen the
potential of this specific market and teamed up with the company Yabble, who uses ChatGPT
to “deliver fast, nuanced insights from customer feedback” (Yabble, n.d.). This leads to the
last argument of the framework, that looks into how BDA “can also deliver a better customer
experience and more competitive services, resulting in higher customer satisfaction and
retention” (Grover et al, p. 16), which roughly is what Yabble in coalition with ChatGPT can
provide. Yabble is a company who in the beginning of 2017 created a platform for easy analysis
of organizations’ customer data, which has been shared through feedback or surveys to
evidently make data supported assumptions from insights. But the company kept getting
bogged down, until they entered into an agreement with OpenAI. This partnership allowed
work that usually would take Yabble employees days to comprehend to gain important insights,
will only take minutes with the help of ChatGPT. As they describe the tool Yabble Query “went
from helpful to our customers to absolutely essential to their business strategy” (Yabble, n.d.-
b). Which sums up the value targets of the framework and leads into the impact characteristics
that BDA assisted by ChatGPT has, as it looks into the functional and symbolic value (Grover
et al, p. 8). It highlights the substantial influence that ChatGPT integration brings to businesses.
This integration of ChatGPT with BDA not only improves functional aspects such as decision-
making processes, streamlined operations and customer experiences, but also bring symbolic
value in terms of innovation, market competitiveness and customer satisfaction. However,
besides the mentioned advantages, there are various challenges and ethical considerations that
need to be attended to in relation to the releasing of an emerging non-regulated technology like
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ChatGPT which is still considered incomplete, as it is a “beta” version. This will be elaborated
on in the upcoming section.
What are the challenges of governing emerging technology like ChatGPT?

Our research question is looking to shed light on the consequences of releasing a non-regulated
technology like ChatGPT. We make use of Abbott's chapter Introduction: the challenges of
oversight for emerging technologies in Innovative governance models for emerging
technologies which poses four challenges that are inevitable for oversight of emerging
technologies concerning pace, quality of risk governance, stakeholder engagement and
coordination (Abbott, 2013, p. 3-13). The concepts of pace and stakeholders will be used to
structure this part of the analysis in order to examine what it takes to govern an emerging
technology such as ChatGPT. Abbott's two challenges quality of risk governance and
coordination will be drawn into the discussion, as it is yet unclear how to examine the effects
of these challenges in the case of OpenAI’s product ChatGPT, being a fairly new technology.
An emerging technology can be characterized by the five attributes: radical novelty, fast
growth, coherence, prominent impact and uncertainty and ambiguity (Rotolo et al., 2015).
OpenAI’s product ChatGPT qualifies as such, considering its pace and magnitude in society
already. Research of the early influences of ChatGPT on the labor market suspect that “around
80% of the U.S. workforce could have at least 10% of their work tasks affected by the
introduction of LLMs, while approximately 19% of workers may see at least 50% of their tasks
impacted.” (Eloundou et al., 2023). The introduction of new technologies like the personal
computer has historically been proved to have seminal implications (Edwards, 1998). Just
months before version ChatGPT-3 was released, large AIs were still uncertain and far in the
future. But in November of 2022 it suddenly became clear that the world of AI models was in
the present – a reality that legislation had not been prepared for. ChatGPT as a technology is
still emerging, as it is filled with ambiguity for what repercussions it will have in the future
(Abbott, 2013, p. 10). While ChatGPT-3.5 is free to use on OpenAI’s webpage, systems are
joining in buying a ChatGPT API1 implementing it into their systems. Microsoft, OpenAI’s
$11 billon investor (Metz & Weise, 2023), will embed the search engine Bing and ChatGPT
directly into the Windows 11 taskbar, affecting all Windows computers (Harris, T. & Raskin,
1
Application Programming Interface (API) is a software interface that allows a piece of software to interact
with other software.
17
A., 2023, 26:38). One of the challenges posed by Abbott is the “pace problem” of emerging
technologies (Abbott 2013, p. 3). This is undoubtedly the biggest challenge when regulating a
product like OpenAI’s ChatGPT, as the incredible speed of its implementation compared to
other technologies, which use Big Data is as comprehensive.
The pace of ChatGPT can be measured by its growing stream of users and businesses that
implement ChatGPT APIs into their systems (Duarte, 2023). This pace is largely driven by the
private economic incentives by the backing company Microsoft who’s looking to gain first-
mover advantage and set themselves apart from leaders of Big Tech who all seek to be a
frontrunner of the AI race.
OpenAI was founded as a non-profit organization and declared that as their “research is free
from financial obligations, we can better focus on a positive human impact” (Xiang, 2023). As
the company has grown, they decided to change from being non-profit company to a “capped
profit” model in order to expand their mission and receive funding from Microsoft amongst
others: “The fundamental idea of OpenAI LP is that investors and employees can get a capped
return if we succeed at our mission, which allows us to raise investment capital (…) [we] are
owned by the original OpenAI Nonprofit entity.” (OpenAI LP, n.d.). These economic incentives
accelerate the pace of how fast OpenAI is able to escalate new GPT models, which is hard for
governmental oversight to keep up with. This speaks into the tortoise and hare problem
(Abbott, 2013, p. 3-4), where the hare, technology, sprints away and the tortoise, governmental
oversight, lags behind. The consequence hereof is that technology is implemented into society
before a risk assessment has been made, often leading to the technology having big
repercussions, that then later will be regulated through legislation. Abbott takes point of the
departure in the International Risk Governance Council (IRGC), which looks to oversee
emerging technology in a safe way considering both public and private interest (Abbott, 2013,
p. 2). But a big challenge of governing based on the IRGC risk governance framework is simply
that technologies like ChatGPT outpace IRGC’s process, if the product continually changes
before proper regulation is made.
Modern regulation policy, including the IRGC framework, asks for “inclusive” stakeholder
engagement and “open government” throughout the regulation process (Abbott 2013, p.10).
OpenAI started as a non-profit and was built on the mantra of being “open” and many of its
early projects were trained in open-source environments (OpenAI Gym Beta, n.d.). This was
18
done to mitigate the potential harmful threats of AI “if everyone, rather than just tech giants
like Google and Facebook, had access to the technology.” (Metz et al., 2023). In the previous
section about key partners, it is mentioned that OpenAI has taken it upon itself to cooperate
with stakeholders throughout the development process by including experts on ethical
considerations as well as user feedback. Abbott argues that stakeholder engagement can be a
challenge when overseeing emerging technologies, as it can become costly to include them, as
well as stakeholders can intervene and steer the technology out of its course (Abbott, 2013,
p.11). Abbott’s point is relevant in the case of OpenAI, as it costs around $700,000 to keep
their chatbot going every day (Mok, 2023). During the development of ChatGPT, OpenAI also
recognized the potential risks associated with openly sharing its software. They realized that
being too open could enable individuals and organizations to potentially create and disseminate
false information at a fast pace. Some employees at OpenAI suggested that certain ideas and
code should be withheld from the public to mitigate these risks, which is why their ChatGPT
project is not open source,2 but users’ prompts and feedback is still used to train the model
(Metz et al., 2023).
In terms of user engagement it can be discussed whether facilitating public engagement

(Abbott, 2013, p.11) in ChatGPT like financing the free ChatGPT-3.5 website is more a
business strategy of collecting Big Data to further train the model and optimize their own
mission vs. if they are being a considerate organization that wants to include user feedback into
their technology for ethical reasons (How Your Data Is Used to Improve Model Performance |
OpenAI Help Center, n.d.).
Summing up the challenges of pace and including stakeholders in governance of an emerging

technology, it is crucial for governing bodies to comprehend the speed of a technology like
ChatGPT. For both the governing body as well as the developers of the technology, it can be a
challenging task to include stakeholder input.
Leading into the discussion, the challenges mentioned by Abbott of coordination and quality
of risk governance will be discussed in regard to OpenAI’s use of Big Data and what societal
effects OpenAI’s, so far, non-regulated technology ChatGPT can have.
2
Open source refers to computer software that is made available under a license that allows users to utilize,
analyze, alter and distribute the software and its source code to anyone and for any purpose.
19
Discussion
As defined in the account and analysis, ChatGPT is already a highly used technology that pulls
heavily on Big Data. It appears evident that a tool like this could create many opportunities for
businesses using it for Big Data Analytics, however we have also examined that fast-pacing
emerging technologies can be hard to keep up with in terms of regulating and implementing
them safely. In the following section we will discuss what the consequences of releasing a non-
regulated technology can be, first by continuing Abbott's challenges coordination and quality
of risk governance (Abbott, 2013, p. 9-11), here including recent developments of proposed
governance of AI internationally. We will then further draw in relevant sources that speak to
the consequences using Big Data in LLMs may pose, as well as what the future of work is
suspected to look like using ChatGPT and future AGI.
Ethical consequences of AI using Big Data

The posed challenge of quality of risk governance concerns the difficulty in producing high
quality risk assessments because predicting the consequences of some emerging technologies
“extend well beyond traditional health, safety and environment issues. They engage different
ideas and values about the role of technology in society, assurances of safety and equal sharing
of risks and benefits” (Abbott, 2013, p.7). ChatGPT is an AI that many workers already have
used to optimize their work processes and its succeeding AGI systems are suspected to further
change many fields of work, possibly replacing people with AGIs in the future (Why ‘The
Future of AI Is the Future of Work’ | MIT Sloan, 2022).
Because of the pace in which ChatGPT has been implemented, some ethical repercussions have
already happened; many of these are abilities that the chatbot encompasses, that no data
scientist had arranged for it to do, or even predicted could happen. Examples include people
using the chatbot maliciously e.g. prompting it to disclose how to make a bomb (Nagihan,
2023) or Snapchat’s chatbot failing to address concerns when a 13-year old disclosed they were
being groomed (Harris, T. & Raskin, A., 2023, 28:57) or even a chatbot inciting harmful
behavior, such as when a Belgian man committed suicide because a chatbot similar to ChatGPT
“encouraged” him to sacrifice his life to stop climate change (Atillah, 2023). When combining
Big Data into the mix, further unfeasible consequences may be imposed. Mathematician and
data scientist Cathy O’Neil insists that Big Data has an impact on college admissions, job-
recruiting processes and prices of insurance among many examples and calls Big Data
20
“weapons of mass destruction” (O’Neil, 2017, p. 3). According to O’Neil this is because the
models used to collect Big Data encodes "human prejudice, misunderstanding and bias into
the software systems that increasingly managed our lives.” (O’Neil, 2017, p. 3). O’Neil
therefore calls for regulation of Big Data models “we need to impose human values of these
systems, even at the cost of efficiency.” (O’Neil, C., 2017, p. 207) to avoid inequality in terms
of race, gender and social classes. Sharing the belief that corporations utilizing Big Data has
societal consequences is Shoshana Zuboff, the coining scholar of the theory surveillance
capitalism (Zuboff, S., 2019). Zuboff rules that the ability to leverage data in our modern age
equals to having power: “the up most powerful thing the surveillance capitalists have going
for them, is the sense that they've been able to create among our publics - that everything we're
experiencing is inevitable. We've all learned that there's nothing you can do about technology
– you can't really stop technology (Christensen, K. D., 2023, 23:10). Zuboff is concerned about
the infringement of the chatbots being fed with surveillance data "chatbots are built on exactly
the same foundations as all of the of the other manifestations of surveillance capitalism (…)
trained on the vast troves of information that these companies already have on us, so the
chatbots are trained on our data without our knowledge or permission.” (Christensen, K. D.,
2023, 23:36) and is therefore critical towards the leading Big Tech companies that reign a
monopoly of Big Data.
Governing a non-regulated technology

Based on the above-mentioned examples and the apprehensiveness of leading researchers, it
seems crucial that a digital tool like ChatGPT will be regulated accordingly. However,
achieving strong risk governance is incredibly difficult, as for why the fourth challenge Abbott
mentions is coordination (Abbott, 2013, p.11). The lagging of governmental oversight of
ChatGPT is an example of the hare and tortoise, as the chatbot still fairly new, having been
public for just seven months and no existing legislation has been applicable to regulate it.
According to Abbott (2013, p.11) coordination of creating a fitting governmental oversight is
essential in order to reach rapid and streamlined regulations across government agencies, multi-
national levels and between the public and private bodies.
An outline for governmental oversight of AIs was already in 2021 proposed by the European
Union’s commission A Europe fit for the digital age led by Margrethe Vestager (The AI Act,
2021). This legislation is the first ever to regulate artificial intelligence technologies like
21
ChatGPT and Vestager expects it to be deployed across nation states by the end of 2023
(Reuters, 2023). The scenario of the European initiative is that “AI Regulation will make sure
that Europeans can trust the AI they are using. The Regulation is also key to building an
ecosytem of excellence in AI and strengthening the EU's ability to compete globally.” (Proposal
for a Regulation Laying Down Harmonised Rules on Artificial Intelligence, 2021). The trailing
governmental body of The United States has only recently begun discussions of regulating AI.
President Biden has expressed: “AI can help deal with some very difficult challenges like
disease and climate change, but it also has to address the potential risks to our society, to our
economy, to our national security,” (Miller, 2023). Co-founder of OpenAI Sam Altman
amongst other leading AI-firms participated in preliminary discussions on regulation of AI
with Vice President Kamala Harris (White House, 2023). To some people’s surprise, OpenAI’s
Altman was eager to coordinate governmental bodies as he on behalf of his company shares
many of the ethical concerns that the White House suggested OpenAI’s technologies may
impose on society: “Our mission is to figure out how to build these Advanced AI systems and
deploy them into society for maximum benefit and that requires partnership with government
and regulation.” (CNBC Television, 2023, 01:07). Although an increase in governmental
oversight based on this case study seems fundamental, as Abbott stresses: “the quality and
even the pacing of oversight can suffer when a multiplicity of actors exercise regulatory
authority without sufficient coordination.” (Abbott, 2013, p.11), it is important not to
underestimate the challenge of coordination. This speaks to a coordination on a multi-national
level, for instance the European Union and the American governmental body coordinating,
which again to some people’s surprise, is exactly what Altman asks for “My dream scenario,
(…) every person on earth would come together, have a really thoughtful, deliberative
conversation about where we want to draw the boundary on this system (…) then different
countries, different institutions can have different versions. (...) different rules about, say, free
speech in different countries” (Fridman, L., 2023, 39:00). Several Big Tech companies like
Facebook and Google have only been regulated very recently in regard to data and privacy
laws, though the companies have existed for two decades, as this timeline of regulations against
Facebook exemplifies (Guild, 2022). This speaks into governmental oversight being inherently
slow, but also the fact that “when you invent a new technology, you uncover a new class of
responsibility” giving the example that “we didn't need the right to privacy to be written into
law until mass-produced cameras came onto the market,” (Harris, T. & Raskin, A., 2023,
22
5:24), as to why it takes time to fathom the infringement emerging technologies can have on
society.
Regulating the AI race: first-mover advantage and replicable technology

Currently, ChatGPT is taking the world by storm, captivating various segments of society with
its mind-blowing humanoid textual creation with responses on demand. It seems quite
revolutionary, and we have stated it as such multiple times in the analysis but is it actually as
groundbreaking as it seems to be in the eyes of the world right now. According to Meta’s chief
AI scientist Yann LeCun: “In terms of underlying techniques, ChatGPT is not particularly
innovative (…) It’s nothing revolutionary, although that’s the way it’s perceived in the public”
(Ray, 2023). ChatGPT is truly not as innovative as people think, since it is many pieces of
technology that have existed for quite some time. The architecture behind ChatGPT is called
Transformer Architecture, which was introduced to the world in 2017, called “Attention is All
you Need”. The title refers to exactly what differs this model from other deep learning models,
the attention mechanism. This allows the model to delegate different weights or attention scores
and capture dependencies and relationships between words (Erazo, n.d.).
The composition of ChatGPT is undoubtably pioneering, but the cutting-edge technology will
also become replicable. As stated in the text IT doesn’t Matter: “it's not just the software that
is replicable. Because most business activities and processes have come to be embedded in
software, they become replicable, too.” (Carr, 2014, p. 9). This is also the case for ChatGPT
as the technology is replicable and many are expected to follow soon, meaning the competitive
advantage will disappear. Google and Amazon are both companies that have announced rival
chatbots and Meta is reportedly withholding their take, since they might feel obligated to secure
the model before releasing it due to already existing problems on their platforms, as biased and
false misleading information is undoubtedly something they struggle with (Hart, 2023).
Though, it is being said: “The trap that executives often fall into, however, is assuming that
opportunities for advantage will be available indefinitely. In actuality, the window for gaining
advantage from an infrastructural technology is open only briefly” (Carr, 2014, p. 9). For a
company like OpenAI their product ChatGPT will offer far more value when shared than
isolated, as it is considered an infrastructural technology (Carr, 2014, p. 4). They will only
improve the longer they stay the leading chatbot, as they feed on all the information, they are
being given allowing ChatGPT to prompt itself and become almost superior. On the contrary,
23
the window will only be open shortly for companies trying to integrate ChatGPT into their
processes such as BDA, since cutting-edge technology like ChatGPT only will stay as a
competitive advantage until everyone has integrated it. Just as Carr mentions in the text: “The
rapidly increasing affordability of IT functionality has not only democratized the computer
revolution, it has destroyed one of the most important potential barriers to competitors. Even
the most cutting-edge IT capabilities quickly become available to all” (Carr, 2014, p. 10). A
company like Microsoft who, as mentioned in the section regarding pace, are looking to gain
first mover advantage, has definitely hit the earliest jackpot of the LLM publications, although
other companies are right behind. This confirms the belief that when a “technology confers
power, it will start a race.” (Harris, T. & Raskin, A., 2023, 06:13).
The Chinese perspective

Besides from the American AI race, Chinese companies have announced plans to integrate
their own take of AI into search engines, but it will presumably look a bit different than how
OpenAI is operating (Hart, 2023). China was around a decade ago not leading in
entrepreneurship and innovation in tech, but they were considerable contenders to the title.
Around 2010, the Chinese government recognized the substantial societal impact of non-
regulated tech companies and consequently enacted significant regulations on them. Now the
open tech environment is vanishing, and the regulations is considered to challenge innovation
in China (Yuan, 2023). Moreover, this is a perfect example of consequences appearing when
governing the private sector such as the tech industry. Nevertheless, it can be traced back to
the section of what the world might look like, if nothing is regulated and ultimately becomes a
dystopia of AI, or utopia, depending on which perspective one might have. Although, it
additionally demonstrates why it should be regulated. Nonetheless, already more than 30,000
people have signed a petition to pause the AI deployment for about 6 months, in order to gather
AI experts and AI labs from tech companies, to cooperatively develop a list of safety
procedures for LLMs and AGIs. According to the petition these procedures are needed to
ensure safety, but it does not imply the AI advancement to decelerate and pause per se, only to
withdraw from the dystopian highway that is arbitrary and unreliable. This might not be as
radical an idea as some might interpret, since it is signed by some of the godfathers of tech as
Elon Musk, Steve Wozniak and Evan Sharp, which emphasizes the general apprehension
(Future of Life Institute, 2023). Even former Google and Apple employees Tristan Harris and
Aza Raskin unite on these thoughts in their Ted Talk “The AI Dilemma”. They warn about the
24
non-regulated aspect and irresponsible deployment of both AIs and social media and have
produced the recognized Netflix documentary “The Social Dilemma” to shed light on this.
They believe one of the reasons why the western society is losing to China, is due to incoherent
regulation resulting in an unstable democracy (Harris, T. & Raskin, A., 2023, 38:12).
Technological deployment and the future of economic models

The idea of what work will look like in the future is for people both dystopic and utopic as
some fear their work will be overtaken by technology, while others see an opportunity for
flexibility. The possible outlook of work in the future for businesses will involve the
incorporation of AI systems like ChatGPT as well as an increasing incorporation of Big Data.
With the use of these technologies, a possible outcome of this development could be the
outperformance of human labor.
With the knowledge of AI systems, they can “through their reliance on largely human-
generated data, excel at producing behaviours that mimic human behaviour on well-known
tasks.” (Why ‘The Future of AI Is the Future of Work’ | MIT Sloan, 2022). This speaks into
the fear of technological deployment, where automation of work could put people out of work
(Brynjolfsson & McAfee, 2014, p. 174), especially if we look to a future where more and more
work tasks get automated through AI systems with the use of Big Data. On the other hand,
more research and development of these technologies needs to be done before this scenario is
within reach because “the ability to adapt to entirely novel situations is still an enormous
challenge for AI and robotics and a key reason why companies continue to rely on human
workers for a variety of tasks.”(Why ‘The Future of AI Is the Future of Work’ | MIT Sloan,
2022). As far as this statement goes, it is safe to say that human labor differentiates from these
technologies. Human capabilities like social interaction, physical skills, general intelligence
and common sense set human labor apart from Big Data and AI systems and therefore will
continue to be an important labor in the future as well.
As of right now, the strongest combination is a work coalition between human labor and AI
systems. In this combination we have work done faster and more effectively with the critical
sense of a human mind in regard to the outputs that an AI system will provide. As for a futuristic
view, when aiming to develop AI to eventually perform tasks instead of human labor, it must
be done through human training of the model, which provides insights and enables to
25
encapsulate ethical sensibilities. This way, the AI learns to sort in the vast amount of data it
possesses.
AI and humans mutually training each other

OpenAI has taken this perspective into account when training their models, as they use
“Reinforcement Learning from Human Feedback” (Introducing ChatGPT, n.d.). The
development of ChatGPT was based on training to interact in a conversational human-like way.
With reinforcement learning a machine is trained with methods that reward the desired
behaviors and thus push the undesired once. As RLHF indicates, this is done with the help of
human feedback by AI trainers’ ergo human labor. This points out that there will be a
continuous need for human interaction and labor because of a need for human touch when
developing an AI model like ChatGPT to behave as wished, when dealing with Big Data as the
source for its answers. So, the fear of AIs overtaking human labor completely will arguably
never happen due to the need for AIs to learn how to act as desired, which is work that is and
will be provided by human interaction.
Another factor of the future of work regarding the employment of Big Data and AI systems is
the educational perspective as for workers needing to have an educational background. A
possible outcome, of the implementation of AI systems and in general Big Data, could be that
it no longer would be enough to employ unskilled labor. As seen with a case from Samsung,
the company encouraged their employees to interact with ChatGPT to stay more efficient
when working. The former excitement for the use of the language model resulted in a ban of
using ChatGPT after “the discovery of an accidental leak of sensitive internal source code by
an engineer who uploaded it to ChatGPT” (Ray, 2023). This points to the necessity of
educating employees in how to manage and use such an AI system, but also the need for
people to pick an education where they learn about managing Big Data and AI systems in the
future. This speaks into the need of enskillment3 by learning how to work with machines
including interpreting data analysis, interacting with human clients or performance of other
tasks that cannot be automated.
3
A term introduced by our lector Shaung Frost, in the lecture “Future of work in the digital world -
AI/Robotics and the GigEconomy/Crowdsourcing” 25.04.23.
26
Future of economic models

Looking into the further prospect of work, some people have imagined a future where AI takes
over most jobs, rendering people redundant in the workforce. An extension of this thought is
therefore: how do we then continue to exchange value among each other if people are jobless
and earn no money? What significance does money and the economy suddenly hold?
This can be seen as both a utopic and a dystopic imagination. This view of the future of work
and society has led some people to suggest a Universal Basic Income (UBI) model. If AI
systems were to take over the majority of jobs, UBI would be a solution to what the economic
aspects of the future would look like. UBI would then become a social security net where
everyone would receive a fixed wage for living, with the intend of creating an equal society
because the sum of money would be the same regardless of “their income, employment status,
or other factors.” (Harini-Calamur, 2023). This feeds into the idea of bounty (Brynjolfsson &
McAfee, 2014, p. 166) where the freedom of having no work will create more choice, greater
variety and overall higher quality of life for people, having freed up work time with the help
of AI. The implementation of this economy model poses many dilemmas regarding inequality,
what Brynjolfsson & McAfee (2014) define as spread. This includes questions of who should
own AI technology that runs society – private firms or governing states? And what wages
should the group of people who still need to work to manage the systems receive?
To sum up, when discussing the possible consequences of releasing non-regulated technology
challenges are present in terms of coordination and pace. Businesses have many opportunities
when using ChatGPT, that relies on Big Data, but many consequences are associated with its
use when releasing it before it has been governed. Ethical consequences, including malicious
use and biases in Big Data, are deemed critical for western democracies and the power of Big
Tech. Consequently, the need for regulation and coordination in governance is vital. Early
legislation has been proposed in the European Union and as well as preliminary discussions in
the United States have taken place recently. But as seen with previous emerging technologies,
governmental oversight is inherently slow because of the time-consuming process of
understanding societal impacts while including stakeholders.
Though praised, ChatGPT model is not as innovative as one might think and can be replicated
by other leading tech companies in order to win the AI race. The challenge with the rapid
development of AI is that government bodies struggle to regulate it in time. In China, it has
27
been shown that slowing down AI development is possible. This is what AI experts in the
Western world call for now in terms of regulating these emerging technologies in time.
However, as seen in China this hinders the business aspect of technological innovations.
As for the future and the possible overtaking of human work, we have discussed the possibility
and from there conclude that AI and Big Data management would not be sufficient without the
ethical perspectives and critical judgment provided by humans in analyzing the data that
machines handle. Therefore, a continuous need for human labor is necessary. Other than that,
it is worth mentioning that education will be necessary to understand how these machines
operate in order to achieve optimal results within businesses and thereby uphold a successful
integration of human and machine collaboration.
Conclusion
Throughout this paper we have examined how OpenAI facilitates ChatGPT and its utilization
of Big Data. We have accounted for the essential part of OpenAI’s business model in relation
to our research question. Through our analysis, we have examined how OpenAI facilitates
ChatGPT to businesses and the utilization of Big Data for both businesses, OpenAI and
ChatGPT. The discussion has shed light on the potential benefits and challenges associated
with LLM technologies based on Big Data. In conclusion, the integration of machines with AI
technology is rapidly becoming a reality in the present and expectedly in the future.
We have seen that ChatGPT has the potential to revolutionize the way businesses optimize
their Big Data Analytics. This has been possible using Lee’s definitions of Big Data
characteristics: volume, velocity and variety. Based on the three V’s impact on veracity,
organizations must consider the flaws and limitations of the language model before
implementing it, as it may have consequences.
With Grover et al. we have looked upon how firms can optimize their BDA with ChatGPT
through the four value targets. From this we emphasize the importance of understanding the
processes and tools involved in BDA to derive value from data. ChatGPT's capabilities
streamline BDA processes, analyze unstructured data and make real-time informed decisions,
giving businesses a competitive advantage.
28
Based on the four challenges posed by Abbott when governing emerging technologies, we have
examined the consequences of ChatGPT having been implemented before regulation has been
put into place. The main challenge has been its high pace, backed by the private economic
incentives of Microsoft which has outpaced governmental oversight. This creates a tortoise and
hare problem, where technology sprints ahead while regulation lags behind, leading to potential
risks and subsequent regulation. Stakeholder engagement is another challenge, as inclusive
involvement and open government are necessary for effective regulation. OpenAI has
emphasized openness and cooperation with stakeholders, including feedback from experts and
users. However, involving stakeholders can be costly and may lead to external influence on the
technology's trajectory. The need for regulation and governance coordination is emphasized,
with proposed legislation in the European Union and ongoing discussions in the United States.
The consequences of unregulated deployment of AI technologies have already been evident,

with instances of malicious use and biases in Big Data. These incidents highlight the urgent
need for proper governance and regulation of emerging technologies. As society becomes
increasingly dependent on AI, it is crucial to consider the implications of these advancements
and ensure that human values and ethical considerations are embedded into the development
and deployment of such technologies.
We have found out, that despite receiving praise, the ChatGPT model is not as groundbreaking
as it may appear and can soon be replicated by other major tech companies aiming to dominate
the AI field. The challenge lies in the rapid advancement of AI which poses difficulties for
government entities in implementing timely regulations. China has demonstrated the
possibility of slowing down AI development, which is now advocated by AI experts in the
Western world for regulating emerging technologies promptly. However, it should be noted
that such measures can hinder the business aspect of technological innovations, as seen in
China.
Furthermore, the future of work and society as a whole is intertwined with the progress of AI.
While AI has the potential to automate tasks and enhance productivity, it could be viewed as a
tool to assist human capabilities rather than replace them entirely. Collaboration between
humans and machines, along with proper education and understanding of AI systems, will be
key to achieving optimal results and successfully integrating AI into various domains.
29
In conclusion, the advancements made by OpenAI and the rise of technologies like ChatGPT
underline the need for careful examination, regulation and ethical considerations. As we
navigate this evolving landscape, it is essential that we address the challenges associated with
governing emerging technologies and ensure that AI is developed and deployed in a manner
that aligns with our values, promotes inclusivity and benefits society as a whole.
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Anna Matthäi Leland: 202207567 Aarhus Universitet 26/05/2022

Anton Rønde Aspen: 202208811 Information Studies

OpenAI & ChatGPT

Anton Rønde Aspen: 202208811

Karoline Rønnow Jensen: 202204301

Anna Matthäi Leland: 202207567

Illustration made with artificial intelligence

Sub-questions for the analysis:

- How does ChatGPT operate with Big Data?

Governance of Emerging technologies

Account for OpenAI and ChatGPT

Applying OpenAI’s business model into the Business Model Canvas

Figure 1. (Lee, 2017, p. 295).

How can firms optimize their BDA with ChatGPT?

Figure 2. (Grover et al, 2018, p. 12).

What are the challenges of governing emerging technology like ChatGPT?

In terms of user engagement it can be discussed whether facilitating public engagement

Summing up the challenges of pace and including stakeholders in governance of an emerging

Ethical consequences of AI using Big Data

Governing a non-regulated technology

Regulating the AI race: first-mover advantage and replicable technology

The Chinese perspective

Technological deployment and the future of economic models

AI and humans mutually training each other

Future of economic models

The consequences of unregulated deployment of AI technologies have already been evident,

API data usage policies. (n.d.). Accessed 22.05.2023. https://openai.com/policies/api-data-

Bowen, G.A. (2009), "Document Analysis as a Qualitative Research Method", Qualitative

Carr, N. G. (2014, August 1). IT Doesn’t Matter. Harvard Business Review.

Edwards, P. N. (1998). Y2K: Millenial Reflections on Computers as Infrastructure. I History

Erazo, D. (n.d.). Inside the brain of ChatGPT. Accessed 21.05.2023.

Introducing ChatGPT. (n.d.). https://openai.com/blog/chatgpt

Microsoft: Number of Employees 2010-2023 | MSFT. (n.d.). MacroTrends. Accessed

New ways to manage your data in ChatGPT. (n.d.). Accessed 22.05.2023.

OpenAI API. (n.d.) Accessed 24.05.2023. https://platform.openai.com/subprocessors

OpenAI Gym Beta. (n.d.). Accessed 22.05.2023. https://openai.com/research/openai-gym-

OpenAI LP. (n.d.). Accessed 25.05.2023. https://openai.com/blog/openai-lp

Product. Accessed 25.05.2023. (n.d.). https://openai.com/product

Safety & responsibility. (n.d.). Accessed 21.05.2023 https://openai.com/safety

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