Vivek Shah, CEO of Ziff Davis, is cautioning consumers to be careful when using AI chatbots for product buying advice, especially for high-dollar items. According to Shah, AI chatbots often cite marketing sources rather than neutral or journalism sources, which can favor the product being promoted. This can lead to biased recommendations that might not be in the best interest of the consumer. Shah's concerns are informed by his company's experience with lawsuits, including one against OpenAI for allegedly scraping content without permission.
Shah's advice to consumers is to verify the sources cited by AI chatbots and consider whether they would have relied on those sources before the advent of AI. He also recommends exploring multiple AI platforms, such as Google Gemini, Perplexity, and Anthropic's Claude, while being mindful of their sourcing and potential biases. By taking a cautious approach, consumers can make more informed decisions and avoid potential pitfalls.
In a comparison of popular chatbots, Perplexity stood out for displaying its sources most prominently and making them easiest to click through. This transparency is crucial in building trust with users and helping them make informed decisions. As AI continues to play a larger role in our lives, it's essential to be aware of its limitations and potential biases.
Despite his warnings, Shah remains bullish about AI's potential impact on business and life, seeing it as transformative. He believes that his company's future might involve licensing its trustworthy data to feed AI chatbots, which could help improve the accuracy and reliability of AI-generated content. By being aware of the potential risks and taking steps to mitigate them, consumers can harness the benefits of AI while making informed decisions.
