Update:
To be clear, as said the amount of bottlenecking VARIES significantly between games.
SO THERE IS NO CLEAR CUTOFF.
With an i5-660 you MAY find some games with minimal bottlenecking. Tomb Raider is very well coded and does okay with an FX-4100 so it's probably the best example of what an i5-660 + GTX970 can do. It's also a really awesome game. My GPU is comparable to the GTX960 and I'm mostly maxed at 1920x1080 and can maintain 60FPS.
*I wouldn't go AMD GPU though. An article discussed that the AMD drivers were not coded as efficiently as NVidia's and thus for weak CPU situations it was causing even more of a bottleneck to the GPU. The POWER consumption of GTX900 series is also less than AMD's comparable which is important of your PSU is too weak for the AMD but fine for the NVidia.
So again, if you want a GTX970 then buy one as there may be games you get a better experience in. Another option IMO is the GTX960. Again, it depends on your budget and upgrade path for your PC. If there's something you can spend the $100 difference on that you would really like but can't budget then perhaps a GTX960 instead.
Some links (USA):
GTX970:
http://pcpartpicker.com/part/gigabyte-video-card-gvn970ixoc4gd
and
GTX960:
http://pcpartpicker.com/part/evga-video-card-02gp42966kr
(Other card choices here)
Summary:
If in doubt, and can afford it then get the GTX970.
(Make sure you have the proper 6-pin/8-pin PCIe connectors on your power supply. If unsure just physically look. Some are "6+2" pins which can support 6-pin, 8-pin, or 2x6-pin with an adapter.