For Variety VIP+ subscribers: Why consumer reluctance to embrace AI-driven chatbot search is giving cold comfort to online publishers
to over 180 countries and territories. Also in May, OpenAI’s ChatGPT integrated Bing to support its own search functionality, initially available to ChatGPT Plus subscription users and soon rolling out to free users through a plug-in.
In effect, chatbot search engines increase the risk of “zero-click” search, where the user receives information without needing to click into a publisher site. But the ability of ad-supported publisher content to reach monetizable audiences at least partly relies on search. Publisher traffic isn’t solely search driven, but search remains among the dominant ways internet users locate and access information online.
Consumers are also still more likely to prefer traditional search over generative AI-powered search for accessing information, including believing typical search is best for getting in-depth information about current events and providing the most accurate and factual information , per Morning Consult. That’s compared with 30% and 33%, respectively, who said AI search would be best.It’s likely that AI search has a trust problem, especially when it comes to sourcing reliable information: 40% of U.
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