News Publishers And The Elephant In The Room_ ChatGPT.pptx

An analysis of how LLMs are changing the news industry and some areas of focus for marketing planning.

1. CHATGPT: THE ELEPHANT IN THE ROOM FOR NEWS PUBLISHERS. brightonSEO October2024 DUNCAN COLMAN /in/duncancolman @ duncseo News publishers & the elephant in the room: ChatGPT Duncan Colman SPIKE

2. Meet Victoria Shi. Embrace AI through experimentation /in/duncancolman #brightonSEO

3. Meet Victoria Shi. Embrace AI through experimentation /in/duncancolman #brightonSEO

4. /in/duncancolman #brightonSEO

5. “Agents are smarter. They’re proactive—capable of making suggestions before you ask for them.” Bill Gates AI Impact /in/duncancolman #brightonSEO

6. We all want the truth. /in/duncancolman #brightonSEO

7. 1. Evidence Authenticity.

8. A simple QR code provides trust. AI Impact /in/duncancolman #brightonSEO

9. NETWORK EFFECTS IMPACT OF LLMs HOW CAN WE ADAPT? HOW CAN WE EVOLVE? AGENDA

10. Launched in November 2022. ChatGPT

11. A New AI Consumer Brand. Threat to Google. Threat to content creators Threat to LLMs themselves The impact to the news industry was THREATENING . ChatGPT /in/duncancolman #brightonSEO

12. The impact to marketing was THREATENING . ChatGPT “AI will do 95% of what marketers use agencies, strategists and creative professionals for today.” Sam Altman, OpenAI /in/duncancolman #brightonSEO

13. Google (1998)

14. MY PREFERRED SEARCH ENGINE (2001)

15. MY PREFERRED SEARCH ENGINE (2002)

16. ChatGPT Is Seeing Network Effects.

17. ChatGPT got to 1m users within 5 days. /in/duncancolman #brightonSEO

18. /in/duncancolman #brightonSEO ChatGPT got to 100m users within 2 months.

19. Each wave increases adoption. ChatGPT 4 ChatGPT 4o /in/duncancolman #brightonSEO ChatGPT o1

20. Personal assistants for news are at an early stage. Adoption /in/duncancolman #brightonSEO Source: Reuters Institute

21. “offers direct links to news stories…”⌛ SearchGPT /in/duncancolman #brightonSEO

22. Network Effects leads to domination.

23. How much change have LLMs caused in the news industry?

24. AI Overviews will rarely serve for hard news. Impact of Generative AI “...we aim to not show AI Overviews for hard news topics, where freshness and factuality are important.” Liz Reid VP, Head of Google Search /in/duncancolman #brightonSEO

25. In 2017, the Press Association introduced AI to local story production. To date, this news channel has created over 400,000 local stories. RADAR is a team of 5 journalists. AI content production isn’t new. Impact of Generative AI /in/duncancolman #brightonSEO

26. ‘Human’ news is seen as premium . Impact of Generative AI /in/duncancolman #brightonSEO

27. Fake, AI-driven authors get busted. Impact of Generative AI /in/duncancolman #brightonSEO

28. Gen-Z mind less if AI content’s authorship is disclosed . Impact of Generative AI Source: Bynder /in/duncancolman #brightonSEO

29. Increased amount of AI content in Google top 10 SERPs. Impact of Generative AI Source: Originality.ai /in/duncancolman #brightonSEO

30. Half of news publishers think they’ll make very little money from licensing deals. Impact of Generative AI Source: EBU News Report 2024 /in/duncancolman #brightonSEO

31. OpenAI Licensing deals News industry reaction to AI /in/duncancolman #brightonSEO

32. OpenAI Lawsuits News industry reaction to AI /in/duncancolman #brightonSEO

33. OpenAI Lawsuits News industry reaction to AI /in/duncancolman #brightonSEO

34. LLMs: To Block Or Not To Block? 🤷 News industry reaction to AI Crawler Number blocking Percentage blocking OpenAI 618 53.0% Google AI 500 42.9% Common Crawl 520 44.6% source: homepages.news /in/duncancolman #brightonSEO

35. LLMs: BBC block News industry reaction to AI /in/duncancolman #brightonSEO

36. 89% of top ranking Google News content block ChatGPT News industry reaction to AI Domain Number of Google News position 1 phrases Block GPTBot (Jan 2024)? Block GPTBot (Aug 2024)? bbc.co.uk 43 Yes Yes sky.com 38 Yes Yes theguardian.com 19 Yes Yes bbc.com 7 Yes Yes bloomberg.com 2 Yes Yes telegraph.co.uk 2 Yes Yes aljazeera.com 18 No Yes independent.co.uk 10 No No www.gov.uk 6 No No newscientist.com 1 No Yes /in/duncancolman #brightonSEO

37. How can we adapt?

38. AI voice cloning will see a 26% increase by 2030. Impact of Generative AI Source:researchandmarkets.com/ /in/duncancolman #brightonSEO

39. Cloned voice to read text articles Schibsted /in/duncancolman #brightonSEO

40. The opportunity of data journalism. Embracing AI /in/duncancolman #brightonSEO

41. Focus on social channels alongside website & app. Embracing AI /in/duncancolman #brightonSEO

42. How can we evolve?

43. 1. Evidence Authenticity.

44. Journalism is about accuracy & facts. Highest priority: quality journalism Example of readwrite /in/duncancolman #brightonSEO

45. BBC Verify Highest priority: quality journalism /in/duncancolman #brightonSEO Example of BBC Verify

46. Journalism is about accuracy & facts. Highest priority: quality journalism /in/duncancolman #brightonSEO Example of Victoria Shi

47. #2.

48. Investigative content must ‘be human’.

49. Journalism is about surprise & storytelling. Highest priority: quality journalism /in/duncancolman #brightonSEO

50. Get Football Highest priority: quality journalism /in/duncancolman #brightonSEO

51. 3. Focus on news aggregation.

52. Deploy broad news aggregation. High priority Test & Refine Like Mr Beast. Google, Yahoo, Bing, Apple News, Flipboard, Newsnow, Outbrain, SearchGPT /in/duncancolman #brightonSEO

53. 4. Podcasts & cloned voice will become increasingly important.

54. Build a podcast & be open to AI innovation. High priority /in/duncancolman #brightonSEO

55. Growth predicted in the podcast ad market High priority /in/duncancolman #brightonSEO

56. 5. Segmented email marketing is underrated.

57. Audience led email marketing. High priority /in/duncancolman #brightonSEO

58. 6. Driving clicks from socials is in decline.

59. Declining clicks from social to news sites. Low priority /in/duncancolman #brightonSEO

60. CHATGPT: THE ELEPHANT IN THE ROOM FOR NEWS PUBLISHERS. brightonSEO October2024 DUNCAN COLMAN /in/duncancolman @ duncseo Are you ready to smash the new world of journalism?