OpenAI Signs Deal to License FT Content for Training ChatGPT

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The growing tension between traditional publishers and AI giants over copyright issues sees some possible relief, as two major players come to terms for cooperation. Meanwhile, Amazon turns in a solid first quarter, thanks in part to demand from customers storing and running data or GenAI apps on AWS…

TODAY’S AI-POWERED MARKETING UPDATE:

• Top Story: OpenAI Signs Deal to License FT Content for Training ChatGPT

• Cloudy AI: Amazon CEO Credits AWS’s AI Capabilities for Profitable Q1

• Emerging Trend: What Answer Engine Apps Say About Your Brand Matters

• Staying Real: Video: StackAdapt CEO Advises Against Falling Prey to AI Hype

• Marketing Forecast: Gartner CMO Journal Estimates 5-15% Productivity Gains from GenAI

TOP STORY

OpenAI Signs Deal to License FT Content for Training ChatGPT

OpenAI has signed a deal with The Financial Times (FT), one of the world’s most prestigious news sources, that permits the tech company to use FT’s content to help train ChatGPT to “create text, images and code indistinguishable from human creations.”

The deal comes as several large publishers including The New York Times, Chicago Tribune and The Denver Post have sued OpenAI over allegations that the company violated their copyrights by ingesting content to train ChatGPT without permission.

“It’s right, of course, that AI platforms pay publishers for the use of their material,” said John Ridding, CEO of FT. “OpenAI understands the importance of transparency, attribution, and compensation — all essential for us.”

Under the new agreement, ChatGPT will be able to respond to questions with short summaries from FT articles, with links back to FT.com.

“This means that the chatbot’s 100 million users worldwide can access FT reporting through ChatGPT, while providing a route back to the original source material,” according to the publisher.

CLOUDY AI

Amazon CEO Credits AWS’s AI Capabilities for Profitable Q1

In the context of a first-quarter earnings report on Wednesday that beat analysts’ expectations, Amazon CEO Andy Jassy prominently highlighted the positive impact of demand for data and processing power required by customers training and running AI solutions.

“The combination of companies renewing their infrastructure modernization efforts and the appeal of AWS’s AI capabilities is reaccelerating AWS’s growth rate (now at a $100 billion annual revenue run rate),” Jassy said.

Amazon CFO Brian Olsavsky told reporters that AWS customers are signing longer-term deals with larger financial commitments, and that many of these agreements entail terms for supporting GenAI-related initiatives.

EMERGING TREND

Analysis: What Answer Engine Apps Say About Your Brand Matters

In a recent column for Campaign, a marketing industry-focused website, Brian Snyder, the global president of digital at Axicom, points out there’s a major impact coming from AI tech that many marketers aren’t paying attention to.

Yet.

The shift Snyder refers to concerns a growing trend of people choosing “answer engine” apps like Perplexity over Google Search to discover information online.

“AI could fundamentally transform the way people experience media, news, information, content and brands,” he writes.

“As answer engine use grows toward critical mass, AI may soon be the first place your audiences turn to answer questions about your category, brand, company and executives. Your target customers will ask AI for recommendations on products and services like yours and your competitors.”

“What AI systems say about your brand matters,” Snyder concludes.

STAYING REAL

Video: StackAdapt CEO Advises Against Falling Prey to AI Hype

Vitaly Pecherskiy, CEO of StackAdapt, the provider of a multi-channel programmatic advertising platform, told the audience of marketers at a recent “exclusive” event, held at The Drum Labs in London, that effectively leveraging AI requires “prioritizing the development of business acumen over tech know-how.”

“To me, the first area for investment should be in people,” Pecherskiy said. “Because at the end of the day it all comes down to data that you use and strategy you employ to decide what problems you want to solve.”

Despite his urging for caution not to get swept away by hype, Pecherskiy agrees that AI—in particular when it comes to programmatic ad platforms—constitutes a massively disruptive technology.

“I think we’re in the middle of a massive transformation in the programmatic industry,” he said. “It’s forecast that 83% of digital ads will be bought programmatically, and I expect fully that number will continue climbing higher.”

A brief video about the Drum Labs event and some interview snippets from it are viewable here.

MARKETING FORECAST

Gartner CMO Journal Estimates 5-15% Productivity Gains from GenAI

Adoption of GenAI promises to increase productivity of operations by an estimated average range of 5% to 15% of total marketing spend, according to Gartner’s CMO Journal for Q1 2004.

Additionally, 80% of advanced creative roles will be required to employ GenAI to achieve “differentiated results,” which in turn will require CMOs to spend more on this type of talent, according to the analysis.

Another key finding in the report: “A majority (64%) of marketing teams are already leveraging AI heavily to create, execute and optimize campaigns.”

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