OpenAI Launches Operator: A Game Changer for Gig Economy and Digital Advertising
Brief news summary
OpenAI's new Operator AI agent is expected to transform sectors like Google Search, the gig economy, and digital advertising, as per industry analysts. Priced at $200 monthly for Pro plan users, the service streamlines tasks such as grocery shopping and travel booking through web browsers. Future enhancements for Plus users, at $20 a month, will introduce integration with ChatGPT. Bank of America believes that Operator could significantly boost efficiency for gig services like Instacart, DoorDash, and Uber by refining ordering processes. Key partnerships, notably with Booking Holdings, including OpenTable and Priceline, underscore this potential. Predictions suggest that, driven by AI advancements, U.S. gig economy bookings could soar to $240 billion by 2025. On the flip side, JPMorgan analysts warn that Operator might reduce engagement on retail sites, limiting opportunities for product discovery and cross-selling. As tasks like ordering ingredients become easier, users may rely less on Google Search, leading to fewer ad impressions. The report also identifies potential challenges for Operator on sites like YouTube and Reddit, which depend heavily on Google for traffic and user engagement.OpenAI, the creator of ChatGPT, has introduced a new AI agent named Operator, which could significantly impact Google Search, gig economy platforms like Uber (UBER), and digital advertising, according to analysts. Launched on Thursday for users of OpenAI's $200 monthly Pro plan, Operator enables users to order groceries and book travel directly through their web browsers. OpenAI anticipates eventually extending Operator's availability to subscribers of its $20 monthly Plus plan and aims to integrate it with ChatGPT. According to analysts at Bank of America, gig economy companies like Instacart (CART), DoorDash (DASH), and Uber could greatly benefit if Operator can enhance the ordering process. OpenAI is working with these companies, as well as with Booking Holdings' (BKNG) OpenTable and Priceline, among others. Bank of America predicts that total gig economy bookings in the U. S. could hit $240 billion by 2025, with AI agents like Operator potentially accelerating this growth.
A successful Operator could result in higher conversion rates for these companies, as noted by the bank. However, analysts at JPMorgan cautioned that this innovation might prompt users to spend less time on retail sites, potentially diminishing opportunities for discovering new products and cross-selling. For example, if a user utilizes Operator to find a recipe and order ingredients from Instacart, it could reduce the search traffic that typically flows to Alphabet’s (GOOGL) Google and limit users' exposure to digital ads. The analysts also noted that Operator seems to be restricted from accessing Alphabet's YouTube and Reddit (RDDT), which derives nearly half of its traffic from Google.
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OpenAI Launches Operator: A Game Changer for Gig Economy and Digital Advertising
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