Key takeaways
- ChatGPT’s reliability depends on how it’s used: Like other digital tools, ChatGPT processes vast amounts of data, but it doesn’t fact-check. Therefore, to place trust in ChatGPT, users must cross-reference their responses with reliable sources, as it’s prone to the same misinformation challenges seen on social media platforms.
- Public trust in AI platforms is low: Trust in digital platforms has declined, and only a small percentage of people (2%) strongly trust AI like ChatGPT. Misinformation across the digital ecosystem fuels concerns about the trustworthiness of AI-driven responses.
- Concerns about ownership and privacy: ChatGPT’s parent company, OpenAI, is backed by powerful tech giants like Elon Musk and Microsoft, raising concerns about the power dynamics in the AI world.
How reliable is ChatGPT?
Remember the early 2000s when online misinformation wasn’t a concern? The future seemed bright. Search engines were new, and we were just beginning to realise we could get the answers to all our questions with a few clicks. No one questioned whether the results were factual; we simply assumed they were.
Fast forward to today, and the landscape has changed dramatically. AI is transforming SEO. The constant doubt over whether you can trust what you read online is overwhelming. With the rise of AI, these trust issues are spiralling even further.
As with any digital tool, AI’s reliability depends on how it’s used and you should NOT put your trust in ChatGPT’s answers. While platforms like ChatGPT can process massive amounts of data quickly, the challenge lies in separating credible information from misinformation.
Users need to remember that ChatGPT’s responses are based on data patterns, not fact-checking. These are the same issues that social media platforms have faced for years.
Google still holds an advantage as a long-trusted source and remains the default search engine. Whether AI search engines like ChatGPT can ever replace Google remains to be seen. One benefit is that it links to various sources, allowing users to judge which is most reliable. However, this can also contribute to echo chambers and polarisation, which are growing societal issues.
As AI advances, digital marketing will become more complex. What people are searching for will influence where searches take place. Yet, one of the biggest hurdles will be deciding who and what to trust. Which search engines truly deliver reliable results? Can we trust the information brands share on social media, and who determines what information is trustworthy?
Distrust in online information goes beyond ChatGPT and people want regulation
To get answers to these questions we need to look at people’s perceptions about the whole digital ecosystem. While interest in using AI for SEO increased by 50% within the first six months of 2024, trust in digital platforms like ChatGPT continues to decline. By 2022, only 63% of people trusted what they saw online, down 11 percentage points from three years earlier. The main reason? Concerns about data collection, though it’s far from the only issue.
Many people turn to social media for information, but 68% of participants in a global survey across 16 countries identified social media as the main source of misinformation, and 85% expressed concern about its impact.
Key to this misinformation is how the algorithms on platforms like Instagram work. The reward system of social platforms, means 15% of people are responsible for spreading up to 40% of fake news.
Yet, when asked who should take responsibility, most people pointed to regulators and governments, urging them to do more to combat online disinformation.
Even search results face growing scrutiny, as users question the reliability of sources and suspect political biases, even when citations seem thorough.
A significant number of people are also sceptical about AI-driven platforms like ChatGPT. There have been numerous reports about the platform’s inaccuracy, perhaps a key reason behind ChatGPTs declining traffic. Moreover, studies reveal that only 2% of users strongly trust AI, while 89% admit they haven’t used AI to answer factual questions.
This highlights broader concerns about digital disinformation, affecting trust across multiple platforms. Just as search engines are scrutinised for the sources they present, AI systems like ChatGPT must earn the public’s trust.
Trust in ChatGPT might be affected by its owners
Some might think OpenAI, known for ChatGPT, could diversify the digital space. Yet, the fact that its founders include Elon Musk (owner of X, formerly Twitter) and Reid Hoffman (LinkedIn’s co-founder), plus billions in investment from Microsoft, raises concerns.
Given the influence of these tech giants, some users feel uneasy, perceiving a concentration of power that undermines digital diversity. The same corporations dominating social media and search engines also play a significant role in developing AI platforms, raising concerns about biases and information control.
Google remains the default search engine and a trusted source
For now, Google continues to lead in the search engine space, with 72% of users agreeing that its medical search results have become more accurate over time. Google CEO Sundar Pichai emphasises that AI isn’t just a competitive race but also about responsibility.
“We’re focused on developing and deploying AI responsibly, with a deep commitment to earning users’ trust,” Pichai says. This dedication goes back to 2018, when Google introduced its AI principles, aiming to ensure AI benefits society without causing harm.
ChatGPT, trying to compete, is enhancing its memory to offer more personalised answers. However, this raises privacy concerns about which data should be remembered and how it’s used. Given that data collection issues fuel distrust in the digital landscape, ChatGPT must tread carefully.
This is just one of the many challenges both companies face as public trust in ChatGPT and the digital world continues to decline.
Why we cannot rely on Gen Z as “digital natives” to fix the lack of trust in ChatGPT and AI
Some people believe Gen Z will be better at navigating these complexities, and surprisingly, many Gen Zers share that belief. According to a study by College Reaction, 69% of Gen Z students say they find it relatively easy to identify real news from misinformation. This “study” has been cited in major news outlets, but ironically, the actual data is hard to track down.
However, there’s a popular notion that Gen Z is fully equipped to navigate the digital space, distinguishing truth from fiction with ease. However, grouping people by age is oversimplified.
If predicting behaviour by age were that simple, every 40-year-old man would be a tech mogul like Mark Zuckerberg, having spent the past decades building multinational tech companies with exceptional expertise.
Yet, Mark’s peer group includes much older figures like Bill Gates and Jeff Bezos. This is why it’s important to understand how psychographic analysis works ethically.
While Gen Z does consume more information via social media, assuming they’re all tech-savvy can be dangerous. In February 2023, 57% of Gen Z had heard little to nothing about ChatGPT, compared to 77% amongst Baby Boomers. So, the idea that they’re inherently more tech-literate and can fix the lack of trust in platforms like ChatGPT isn’t entirely accurate.
Moreover, research shows that 50% of 18-29-year-olds trust social media information, compared to only 20% of those over 65. This highlights how age-based assumptions can be misleading.
A psychographic analysis, which considers personality traits and interests, would provide far more meaningful insights. Trust and the ability to discern credible information require critical thinking skills, which span across all generations.
So, how trustworthy is ChatGPT?
ChatGPT can be a valuable tool for brainstorming and generating ideas, but it’s essential to approach the information critically. As with any source, whether it’s search engines, social media, or ChatGPT, the information provided must be fact-checked and refined to ensure accuracy and relevance. Both businesses and individuals should integrate ChatGPT into a broader multichannel strategy, cross-referencing ideas with reliable sources to avoid falling into the trap of disinformation.
Trust in ChatGPT is a huge challenge
The future of SEO will see AI search engines continue to grow in importance. Which search engines prevail will depend on several factors.
Yet, as AI evolves, platforms like ChatGPT will become more personalised. However, this also raises concerns about privacy and data usage. While companies like Google and OpenAI aim to develop AI responsibly, earning user trust remains an ongoing challenge.
The key to ChatGPT’s future success lies in transparency, responsible data management, and integration into a multichannel digital strategy. The rise of AI may add complexity to the digital world, but with the right safeguards, it can also enhance how we find and verify information in the years to come.
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