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The AI Search War Has Begun
Key Excerpts from Article on Website of The Atlantic
Posted: August 5th, 2024
https://www.theatlantic.com/technology/archive/2024/07/perpl...
Google and a few other search engines are the portal through which several billion people navigate the internet. Many of the world’s most powerful tech companies, including Google, Microsoft, and OpenAI, have recently spotted an opportunity to remake that gateway with generative AI, and they are racing to seize it. Nearly two years after the arrival of ChatGPT, and with users growing aware that many generative-AI products have effectively been built on stolen information, tech companies are trying to play nice with the media outlets that supply the content these machines need. The start-up Perplexity ... announced revenue-sharing deals with Time, Fortune, and several other publishers. These publishers will be compensated when Perplexity earns ad revenue from AI-generated answers that cite partner content. The site does not currently run ads, but will begin doing so in the form of sponsored “related follow-up questions.” OpenAI has been building its own roster of media partners, including News Corp, Vox Media, and The Atlantic. Google has purchased the rights to use Reddit content to train future AI models, and ... appears to be the only major search engine that Reddit is permitting to surface its content. The default was once that you would directly consume work by another person; now an AI may chew and regurgitate it first, then determine what you see based on its opaque underlying algorithm. Many of the human readers whom media outlets currently show ads and sell subscriptions to will have less reason to ever visit publishers’ websites. Whether OpenAI, Perplexity, Google, or someone else wins the AI search war might not depend entirely on their software: Media partners are an important part of the equation. AI search will send less traffic to media websites than traditional search engines. The growing number of AI-media deals, then, are a shakedown. AI is scraping publishers’ content whether they want it to or not: Media companies can be chumps or get paid.
Note: The AI search war has nothing to do with journalists and content creators getting paid and acknowledged for their work. It’s all about big companies doing deals with each other to control our information environment and capture more consumer spending. For more along these lines, see concise summaries of deeply revealing news articles on AI and Big Tech from reliable sources.
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