The second article in a series on the impact of artificial intelligence (AI) on the retail travel advisor industry discusses the new capabilities of ChatGPT-4. Despite concerns from experts about the risks associated with highly advanced AI, multiple firms will continue to capitalize on the technology until they are stopped by laws. ChatGPT-4 is already in the market and has been shown to be capable of producing written copy, creating captions for photos, and generating a basic business plan for a retail travel agency. However, caution is necessary as the output should be reviewed for accuracy, tone and style. The software can make errors, perpetuate social biases, and offer bad advice. Despite its impressive capabilities, OpenAI warns of its limitations, which include generating incorrect information, harmful instructions, and offering limited knowledge of the world and events after 2021.