In this talk, the speaker explores how large language models (LLMs), such as ChatGPT, can enhance research productivity—particularly during the journal revision process. The presentation begins by outlining the permissible uses of LLMs within the marketing discipline, while also emphasizing the need for guardrails such as rigorous check sand balances. The speaker then examines how LLMs can assist in addressing theoretical challenges, refining hypotheses, clarifying underlying processes, and ensuring internal validity, all while maintaining a strong focus on the conceptual model. The talk also includes a discussion on designing new experimental stimuli and concludes with reflections on the thoughtful and permissible integration of LLMs into the research revision process.