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OpenAI May Not Be Able to Keep Its Promise to Media Companies | How do you trust a technology that struggles to cite its sources?


How will OpenAI keep its promise to media companies?

A growing number of media companies—the publishers of The Wall Street Journal, Business Insider, New York, Politico, The Atlantic, and many others—have signed licensing deals with OpenAI that will formally allow the start-up’s AI models to incorporate recent partner articles into their responses. In response to questions about ChatGPT’s failure to provide high-quality citations, an OpenAI spokesperson told me that the company is working on an enhanced, attribution-forward search product that will direct users to partner content. That experience lines up with otherreports and academic researchdemonstrating that these programs struggle to cite sources correctly: One test from last year showed that leading language models did not offer complete citations even half the time in response to questions from a particular data set.

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