Doc Brown’s DeLorean didn’t just travel through time; it created different timelines. Same car, different realities. In “Back to the Future,” when Marty’s actions in the past threatened his existence, his photograph began to flicker between realities depending on choices made across timelines.
This exact phenomenon is happening to your brand right now in AI systems.
ChatGPT on Monday isn’t the same as ChatGPT on Wednesday. Each conversation creates a new timeline with different context, different memory states, different probability…

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