Preeti
Publishers are exploring the use of generative AI technology to enhance the search function on their websites. Companies like Forbes, Financial Times, Snopes, and Trusted Media Brands are among those testing AI chatbot search products to improve reader engagement, provide answers to queries, and add value for subscribers. The goal is to make on-site search more user-friendly and keep readers on the site longer.
Snopes has developed an AI-powered search tool called Factbot, which provides links to articles and AI-generated answers based on the publisher’s content. The Financial Times has launched an AI-powered search chatbot for subscribers, aiming to save readers time and offer helpful summaries of information. Marketing these tools has proven to be a challenge, with companies working on strategies to make subscribers aware of the benefits.
The development of these search chatbots typically takes two to three months, with costs being relatively low, especially for smaller publishers like Snopes. Forbes’ Adelaide tool was built using Google’s Vertex AI, which has a consumption-based pricing model. To offset costs, some publishers, like Snopes, require users to create a free account, allowing them to capture first-party data.
Overall, the use of generative AI technology in search functions is seen as a way for publishers to experiment with AI in a low-risk environment and improve the overall user experience on their websites.
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Source link: https://digiday.com/media/publishers-give-on-site-search-a-long-needed-upgrade-in-the-form-of-ai-chatbots/
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