OpenAI’s chief of intellectual property and content, Tom Rubin, recently spoke at the WAN-IFRA World News Media Congress in Krakow, praising the advancements made in AI technology within the news industry. Rubin highlighted the growing popularity of conversational and context-aware information delivery, contrasting it with the traditional Google search model of “ten blue links.”
He emphasized the shift towards using natural language for better answers and deeper exploration of specific interests. Tools like ChatGPT have seen a significant increase in user engagement, with over 500 million weekly active users and 20 million paying users. The search functionality of ChatGPT has become a popular feature, with a substantial rise in weekly usage compared to the previous year.
OpenAI’s partnerships with major news and magazine publishers have facilitated the integration of their content into ChatGPT, providing users with reliable and up-to-date information. Despite facing legal challenges from various publishers, Rubin focused on the positive impact of AI in enhancing user experiences and driving traffic to publisher sites through clear attribution and links.
While addressing concerns about AI chatbots potentially impacting referral traffic, SEO consultant Barry Adams reassured publishers that ChatGPT’s growth trajectory is not as rapid as anticipated. He highlighted the symbiotic relationship between AI tools like ChatGPT and traditional search engines like Google, suggesting that heavy ChatGPT users often verify information through Google searches.
Rubin commended the rapid exploration and adoption of AI tools by publishers, emphasizing the practical benefits for journalists in streamlining tasks such as summarizing archives, SEO tagging, and adhering to house style guidelines. He showcased examples of successful AI implementations across newsrooms, including language translations, contextual ad-targeting technology, and outreach to underserved communities through SMS.
Expanding its collaboration with media association WAN-IFRA, OpenAI aims to further support newsrooms in leveraging AI technology across different regions. Publishers like Schibsted have embraced partnerships with OpenAI to enhance content display in ChatGPT and engage with audiences more effectively through AI-driven solutions.
As the news industry continues to evolve with the integration of AI technologies, the key focus remains on leveraging AI as a positive force for enhancing journalistic practices and audience engagement. The ongoing experimentation and adoption of AI tools underscore a transformative shift towards more efficient and personalized news delivery methods.
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