ChatGPT For Everyone, But At What Cost?

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By Chris Barnhart Last updated Jun 11, 2024

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At its annual developer conference, Apple announced a wave of AI-powered features for users of the latest devices.

While these developments showcase new ways to use generative AI, they raise questions about the potential impact on content creators, publishers, and search and discovery.

Here’s an overview of what Apple announced and the broader considerations.

Integration Of ChatGPT

Screenshot from: Apple.com, June 2024.

At the heart of Apple’s AI push is the integration of ChatGPT, the chatbot developed by OpenAI.

By weaving ChatGPT’s capabilities into Siri, systemwide writing tools, and image generation features, Apple is making generative AI more accessible to users.

However, this integration has implications that extend beyond user convenience.

Potential Impact On Content Visibility & Discoverability

One of the primary concerns is how Apple’s AI will affect the visibility and discoverability of publisher content within apps and on the web.

As Siri and other AI-powered features become more adept at understanding context and providing targeted suggestions, there is a risk that certain types of content or sources may be prioritized over others.

This could impact traffic and revenue for publishers outside of Apple’s preferred partner ecosystem.

Concerns About Control & Transparency

An increased reliance on AI-driven recommendations and content curation raises questions about the level of control and transparency.

If Apple’s algorithms begin to favor specific content types, formats, or sources, it could create an uneven playing field for publishers and limit the diversity of information available to users.

This is concerning, given Apple’s scale and influence in the tech industry.

Potential For A Closed Ecosystem

Another potential consequence of Apple’s AI advancements is the creation of a more closed and curated ecosystem.

By providing users with highly personalized and context-aware experiences, Apple may inadvertently discourage them from venturing outside its walled garden.