When ChatGPT's Imagination Runs Wild: The Case of the Phantom Article Links
In a curious twist of digital irony, it appears that OpenAI’s ChatGPT might be doing the exact opposite of what was intended when it comes to promoting content from Business Insider. This comedic misstep came to light thanks to a meticulous letter penned by members of the Insider Union, Business Insider’s employee union, that highlighted the discrepancies in the implementation of an agreement signed between its parent company Axel Springer and OpenAI.
The crux of the agreement was straightforward: OpenAI would mine content from Business Insider and other Axel Springer publications, like Politico, to train its large language models. In return, ChatGPT was supposed to acknowledge and link back to these sources when providing information. However, a glaring issue emerged. When union members prompted ChatGPT to source exclusive pieces from Business Insider, the AI either ignored the requests or conjured up fictitious links, leading to a sort of digital ghost chase.
One might think this is a scene straight out of a tech-themed comedy, but it’s a reality causing serious concern. For instance, when asked about sexual misconduct allegations against Barstool Sports founder Dave Portnoy or Elon Musk’s fathering of twins with a Neuralink executive—both Business Insider exclusives—ChatGPT redirected users to entirely different media outlets. To add insult to injury, in some cases, it fabricated links to nonexistent Business Insider articles. No wonder the Insider Union is feeling slighted; instead of elevating their work, OpenAI seems to be diminishing it.
The union’s letter expressed deep concerns, stating that continuous efforts to prompt ChatGPT to reference their scoops directly have been fruitless. This discrepancy raises questions about the integrity and reliability of AI-driven news dissemination. While OpenAI acknowledged the issue and mentioned that attributions and links to partner news organizations haven’t been deployed yet, the lack of a timeline for when this feature will be available only adds to the frustration.
This scenario underscores a broader concern about tech companies venturing into the news industry. Remember the infamous pivot to video, instigated by Facebook, which led many news outlets into a chaotic scramble and left numerous reporters jobless? This new dance with AI and news content seems to be fraught with similar hazards. The reliance on tech partnerships for staying relevant in the fast-paced attention economy has its perils, particularly when there’s a significant lack of transparency and accountability in these deals.
As OpenAI navigates these murky waters, one can’t help but wonder if this AI revolution in news is more of a bum deal than a groundbreaking advancement. Amid the digital chaos, one thing remains clear: both tech companies and news organizations will need to iron out these kinks if they hope to create a harmonious future where AI and journalism can co-exist. If history is any guide, however, it might be a bumpy road ahead.
