ChatGPT does not want you cheating on it with Claude. Big AI companies are using new, personalized features to lock you in, John Herrman writes.
Gemini with Personalization, which can “connect with your Google apps and services, starting with Search, to provide responses that are uniquely insightful and directly address your needs”; anthropicfeatures that connect “your email, calendar, and documents to Claude” and “access your internal work context” to provide better responses.
In 2023, the personalized AI pitch tended to focus on utility. Google, for example, suggested that you would be able to use AI plug-ins to interact with documents, but maybe also, using your Google account for context. Now, the pitch for chatbot personalization — for giving chatbots memory, but also for giving them access to your documents and data, devices, and even real-world conversations — is broader and also a bit weirder.
AI firms know that many of their early power users, who use LLMs for help with programming, are quick to switch when companies release better tools, and that more casual users are accustomed towith largely interchangeable chatbots for free. Switching is still easy, in other words. What tech firms want — or, at least, what’s worked for them in the past — is to make it harder. First, they’ll just need to know a little bit more about you.
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