Products
Glide CMS image
Glide CMS arrow
The powerful intuitive headless CMS for busy content and editorial teams, bursting with features and sector insight. MACH architecture gives you business freedom.
Glide Go image
Glide Go arrow
Enterprise power at start-up speed. Glide Go is a pre-configured deployment of Glide CMS with hosting and front-end problems solved.
Glide Nexa image
Glide Nexa arrow
Audience authentication, entitlements, and preference management in one system designed for publishers and content businesses.
For your sector
Media & Entertainment
arrow
Built for any content to thrive, whoever it's for. Get your content out faster and do more with it.
Sports & Gaming
arrow
Bring fans closer to their passions and deliver unrivalled audience experiences wherever they are.
Publishing
arrow
Tailored to the unique needs of publishing so you can fully focus on audiences and content success.
For your role
Technology
arrow
Unlock resources and budget with low-code & no-code solutions to do so much more.
Editorial & Content
arrow
Make content of higher quality quicker, and target it with pinpoint accuracy at the right audiences.
Developers
arrow
MACH architecture lets you kickstart development, leveraging vast native functionality and top-tier support.
Commercial & Marketing
arrow
Speedrun ideas into products, accelerate ROI, convert interest, and own the conversation.
Technology Partners
AWS image
AWS
arrow
Getty Images image
Getty Images
arrow
Brightcove image
Brightcove
arrow
Poool image
Poool
arrow
Solution Partners
Endava image
Endava
arrow
The App Lab image
The App Lab
arrow
Code Store image
Code Store
arrow
Polemic Digital image
Polemic Digital
arrow
Resources
Developer Experience
arrow
Find out more how to work with Glide headless CMS, Glide Go, and Glide Nexa identity management
Customer Support
arrow
Learn more about unrivalled customer support from team Glide
Documentation
arrow
User and Technical documentation for the Glide Publishing Platform, Glide Go, and Glide Nexa
Newsroom
News arrow
Comment arrow
Newsletter arrow

How did you win the war with AI dad?

Publishers might feel they need to shelter from the coming AI search storm as Microsoft takes on Google on its own turf. 

by  Rob Corbidge
16:01, 09 February 2023
Vintage personal handheld computer assistance devices, 1990s, Rodin the thinker holding a microphone,  c4d render, vaporwave aesthetic, product photography

"How did you win the war with the AI robot army dad?" 

"Well that's very simple son. The AI conducted warfare according to the data available to it. The vast majority of that data, drawn from human history, indicated combat was most effective with short ranged melee weapons."

"Oh, so it had no qualitative understanding?" 

"We got a gang of Luddites with chain guns to put the zap on the lot of 'em. Shame really."

So it is we sit on the cusp of another technological revolution, and it's a proper Heavyweight Clash. ChatGPT versus Bard. Has Microsoft, benefiting from the creative space a low stakes venture into a non-core market gives them, utterly trounced Google, hidebound by their zealous protection of search as the key to all they hold precious?

Will natural language search prove to be a faster route to the truth, and more importantly the route to at least one viable rival to Google in search? Whatever happens, the landscape for publishers will change once again.

We're going to set all the developments of the past few weeks, initially pushed into the public sphere by the open launch of ChapGPT, into one box called The Ability To Produce Written Content About A Subject. Then we're going to test it against an immutable rule of factual journalism: Everything you read is true until it's about something you really know.

"Everything you read is true until it's about something you know" doesn't negate truth. It just recognises that there are people out there who will debate the exact origin of the fully variable engine nozzle on a Saab Viggen while brandishing opposing original documentation, or heatedly discuss exactly why the German Landseer is a different dog than the Newfoundland to the point of naming specific animals. It doesn't mean one holds the truth, it just means that sometimes life is inconclusive.

Some people just frequently write awful inaccuracies of course. ChatGPT also writes awful inaccuracies. So we're on a par there. ChatGPT can replicate not truly create. Any truth it contains is derivative. Derived from what is also a good question.  

For the moment, it seems likely such *cough* AI (ed: We do know it's Machine Learning) will hoover up simple searches: What's On, What Time etc. Or even more complex listings tasks. That's bad news for publishers who have legitimately used such traffic streams, but again, most are pushed there by advertising market distortion that still does not pay the publishers that create content a fair price for that content? 

Some market madness about the prospects for AI publishing is already evident. And it could go a lot further. We've already seen Buzzfeed's share price surge on the back of its intention to produce "AI Quizzes".

But then remember when we all trembled in artisan fear at the relentless authorial tide of "Content Farms"?

There is of course another consideration for such systems and it's around processing power. At present, as we know, such search requires more power than conventionally served search pages, with the consequent increase in real cost. Even given the considerable and low-key amazing advances in cloud computing over the past decade, power is money. There is no model to pay for this at the moment. 

It's clear that the current public-facing AI is not far off being a technology demonstrator, and that this field will yield yet more, impressive results. That is truly exciting. 

Yet of systems such as ChatGPT, we leave you with the words of data scientist Colin Fraser , “they are incurable, constant, shameless bullshitters. Every single one of them. It’s a feature, not a bug".

Latest articles

article listing image
The inside story of the runaway elephant in the room
arrow button
article listing image
How a picture of gold can seem worth more than the gold itself
arrow button
article listing image
Universal findings can cause local problems
arrow button

Ready to get started?

No matter where you are on your CMS journey, we're here to help. Want more info or to see Glide Publishing Platform in action? We got you.

Book a demo