The emergence of large language models (LLMs) is poised to transform many industries, from entertainment and health care to market analysis. Businesses that fail to explore the rich opportunities presented by language technologies may soon find themselves at a significant competitive disadvantage.We speak to Abhishek Borah, Associate Professor of Marketing at INSEAD, about his new book, Mine Your Language: Influence, Engage, Predict, which offers vital insights on how language can be monetised.With an engaging mix of anecdotes and research, Abhishek explains how the art of text mining can unlock critical insights from data, a far cry from the expensive and often biased consumer marketing surveys.

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