Making Creator Headlines · Page 8
OpenAI Offers Brands a Free Entrance to a Conversation It Also Sells
· New York time
OpenAI is giving brands a free route into ChatGPT conversations through business agents while retaining control over data and recommendations. The move gives companies another way to be present when people use an AI assistant to explore products or services. For a brand, the appeal is access to a conversation that may already be close to a purchasing decision. Rather than waiting for a customer to visit a site, a business can seek a place in the environment where the question is being asked. OpenAI also sells advertising, making the relationship between commercial access and recommendations an important feature of the emerging market. The arrangement raises practical questions for both businesses and users. A company may want to explain its offering directly, while a user may want to understand how a recommendation relates to the available commercial information. Control over the surrounding system remains with the platform, even when a brand's route into it is free. Businesses can enter the conversation without owning the rules by which the assistant presents information. The new storefront is not necessarily a page full of shelves. It may be a conversation in which a customer asks for help and a brand hopes to be relevant before anyone has decided what relevant means. The doorway is free, but the building still belongs to OpenAI.
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