How much are we really paying for generative AI in business?

We've become infatuated with AI. From increasing task automation, through highly personalised experiences, to floods of content generated by artificial intelligence - we're drinking generative AI in big gulps. But what does it cost us? Morally and ethically? Where are the concerns about fake videos and AI safety for individuals and groups? And, when it comes to it, can we afford to pay for all those hidden costs ourselves? This is exactly what we need to analyse through real situations and case studies.