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Eighteen months ago, it was plausible that artificial intelligence might take a different path than social media. Back then, AI’s development hadn’t consolidated under a small number of big tech firms. Nor had it capitalized on consumer attention, surveilling users and delivering ads.
Unfortunately, the AI industry is now taking a page from the social media playbook and has set its sights on monetizing consumer attention. When OpenAI launched its ChatGPT Search feature in late 2024 and its browser, ChatGPT Atlas , in October 2025, it kicked off a race to capture online behavioral data to power advertising. It’s part of a yearslong turnabout by OpenAI , whose CEO Sam Altman once called the combination of ads and AI “unsettling” and now promises that ads can be deployed in AI apps while pres
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