There is a need for further study on new and interesting topics. This article talks about the pros and cons of utilizing Chat Generative Pre-Trained Transformer (ChatGPT), which is an AI-based solution. It also gives a lot of ideas for other consumer research and marketing studies that have to do with ChatGPT. ChatGPT uses an algorithm to provide conversational responses to text-based inquiries. Since ChatGPT came out in late 2022, people have spoken a lot about its features, benefits, and probable downsides. ChatGPT may help with better marketing campaigns, better customer service, more personalized shopping, social interaction and communication, cost-effectiveness, insights into how customers behave, and more. But there are also risks, such concerns about the safety of consumers, bias, incorrect information, a lack of context, privacy difficulties, ethical challenges, and security. The article's conclusion lays forth a feasible research agenda for consumer studies and ChatGPT. In conclusion, this work provides valuable insights into the benefits and challenges of ChatGPT, highlighting its potential applications and the need for more research.