“[The @ feature] will require significant education on how to consume publishers’ GPTs so that users have this in mind while they interact with ChatGPT,” said Rodrigo Fuentes, founder of BrandWeaver.ai. “If publishers can win that battle, they would be a step closer to taking back control of the interface.”
OpenAI did not respond to media requests.
Paywalls, use cases and limited monetization opportunities
To grow its audience, Ingenio created three gen AI chatbots, originally developed for its Astrology.com platform, in the GPT Store last week. The setup, according to Jaffe, was straightforward and took a couple of hours: Create an account under astrology.com, upload a prompt and submit the custom GPT.
Despite its user-friendly setup, publisher use of GPT Store is limited, three sources told Adweek.
Many of the chatbots in the store center around image creation, copy editing or coding, said Jaffe. For digital publishers such as news or lifestyle sites, there’s no clear means of monetization.
At Raptive—a platform that helps monetize some 5,000 publisher titles, such as MacRumors—a significant deterrent is that the GPT Store is behind a paywall, according to executive vice president of innovation Marc McCollum.
“None of them have approached us to get advice around leveraging GPT Store,” McCollum added.
Testing AI tools for search engine optimization is one potentially helpful use case for publishers in the GPT Store. However, Raptive’s proprietary AI tool, Topic, already solves this, further diminishing publishers’ incentive to incur additional costs.
Publishers looking to grow audiences anticipate developments from OpenAI that might address some of these concerns.
“The sentiment almost across the board is that if there’s a chance to build an audience, especially if the effort isn’t too significant, there’s a willingness to lean in,” said Martin.
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