Columns
June 22, 2023
The emergence of generative large language models presents a transformative opportunity to accelerate the development of conversational search experiences. Image credit: Shutterstock
{"ct":"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","iv":"df7453ae9f299bd3528fb4c24a92a6e1","s":"f2a92cc180b153b8"}
Share your thoughts. Click here