Why The Atlantic signed a deal with OpenAI

AI Search

Nicholas Thompson, CEO of The Atlantic, is exploring the potential of AI-based search technologies as a competitor to traditional search engines like Google. He is particularly interested in developing an internal AI search engine for The Atlantic, which involves complex problem-solving and innovative approaches to query processing 1. Thompson's vision includes adapting to a future where the web might become too polluted for Google to effectively function, potentially giving rise to new search tools that prioritize quality content from sources like The Atlantic 2.

It's an amazing problem because you could just say, well, just send the query out to OpenAI and search the database they have. But that's not the right way to do it.

--- Nicholas Thompson

He believes that maintaining direct relationships with readers through apps and newsletters will be crucial if traditional web distribution becomes less viable.

   

Traffic Impact

The rise of AI-powered search tools could significantly alter web traffic dynamics for media companies like The Atlantic. Thompson acknowledges that while AI search isn't currently effective, it has the potential to become a partial replacement for Google, impacting traffic and revenue streams 3. He emphasizes the importance of The Atlantic's strong subscription business, which could mitigate the effects of reduced Google traffic 4.

As long as it's Google one, not Google Zero, we're in a decent spot.

--- Nicholas Thompson

Thompson is optimistic about AI search eventually working, but he remains cautious about its immediate impact on The Atlantic's business model.