Zitron first started looking into generative AI in 2023, a year after the industry-shaking launch of OpenAI’s ChatGPT. “The more I looked, the more confused I became, because on top of the fact that large language models (LLMs) very clearly did not do the things that people were excited about, they didn’t have any path to doing them either,” he says. “Nothing I found made any suggestion that this was a real business at all, let alone something that would supposedly change the world.”