Generative AI is the biggest tech issue of our time. We might be witnessing history in the making. At least, so says Hila Lifshitz-Assaf, who is not only senior editor for Organization Science but also has been studying AI and innovation for years and who is part of an inter-disciplinary team that explores the impact of generative AI on professional practices. Together, we decipher what is new and what is not, what is different and what is the same, before and after tools such as ChatGPT and Midjourney entered society at large. As usual, the references to readings we mention are listed on http://www.janrecker.com/this-is-research-podcast/.