Artificial Intelligence (AI) has infiltrated the realm of news publishing, with generative AI tools being employed to create content such as travel guides and explainers. However, a group of tech media outlets is taking a different approach by integrating an AI chatbot called "Smart Answers" into their websites, aimed at aiding readers' information retrieval and engagement. While the chatbot doesn't replace human authors, its presence reflects the growing impact of AI in reshaping media landscapes.
The introduction of the AI chatbot to websites Macworld, PCWorld, Tech Advisor, and TechHive has garnered attention. Unlike other AI-generated content, the chatbot's role is not to create articles, but rather to provide succinct and accurate responses to readers' questions based on the articles and reviews published by human experts on these platforms. This initiative, by media/marketing company Foundry, seeks to address the challenge of information overload faced by readers and offers a solution for those seeking specific facts within a sea of content.
Neil Bennett, Foundry's Global Director of Product and Data, explained the rationale behind Smart Answers: “We’ve got this huge wealth of content. But sometimes you don’t want to read 2,000 words of great journalism — sometimes you just want a particular fact.” The chatbot's interface mimics that of popular AI tools like ChatGPT. Users type in a question, and Smart Answers provides relevant responses, sometimes even suggesting common queries through an FAQ list.
Crucially, the chatbot has undergone rigorous testing to ensure reliability and accuracy. The editorial staff was involved in multiple rounds of testing over several months to validate the quality of its responses, with the goal of delivering trustworthy and editor-level information. This emphasis on accuracy is a response to the pitfalls associated with some AI tools, which can inadvertently produce errors or misleading content.
However, Smart Answers is not without limitations. While it has the potential to provide useful insights, its accuracy varies. The chatbot might occasionally offer incorrect information or admit a lack of knowledge on certain queries. This highlights the challenge of ensuring that the AI's responses maintain a high level of quality, even when drawing from reputable content sources.
Furthermore, the chatbot isn't solely about enhancing reader engagement. It also serves as a revenue-generating mechanism through affiliate marketing. Alongside the generated answers, Smart Answers includes buying options for products relevant to the user's query. This taps into the trend of monetizing content using affiliate marketing ads, which generates revenue when users purchase products through provided links.
The chatbot's integration with affiliate marketing aligns with the broader shift in the media landscape. As generative AI begins to influence search engine results, publishers are exploring new ways to retain user engagement and generate revenue. By offering relevant product suggestions and maintaining user interaction, Smart Answers could provide an alternative avenue to keep readers on the platform, potentially countering the shift in traffic from Google's AI-driven search experiences.
In the face of concerns about AI's impact on journalism, Foundry asserts that the chatbot won't replace human-written content. Instead, Smart Answers is positioned as a complement to human reporters and editors. The AI-generated responses could help identify gaps in coverage or areas where additional reporting is needed, ultimately benefiting the overall journalistic process.
As the media landscape continues to evolve with AI-driven advancements, Smart Answers represents an innovative approach that balances reader engagement, revenue generation, and the preservation of high-quality journalism. By offering concise, accurate, and AI-enhanced answers, media outlets are not only meeting readers' needs but also adapting to the changing dynamics of the digital era.