Google’s In Beddit With Reddit for generative AI training

Remember when social media first rolled out, and what anyone who thought they were extra clever about it being free would say?

‘If you’re not paying, you’re what’s being sold’

Pfft. Tell that to Prime Video. 

Despite the general truth of it, I always hated the know-it-all, superior tone that old saw was delivered with. After all who among us hasn’t given in to the ‘let us track your purchases’ shopper’s card, or allowed emails in from companies we really like that just so happen to show the products we wishlisted but didn’t buy right at the bottom? Line me up with the rest of the sheep, I guess, and I’ll be sure to say hi when I see you next to me.

Well now it seems there’s more tangible use to a userbase than just demographic datasets and captive eyeballs for advertisements. 

Fellow socialmediaites, we are now AI training tools! 

‘Richer-Than-God’ Google and ‘We’re the Better Search Engine Now’ Reddit have linked arms and joined forces to train the former’s shiny new AI tool on the real conversations of Redditors sitewide in a groundbreaking 60 million dollar deal! 

For Reddit, a company that has yet to see profits in its almost 19 year run, despite being the 18th most popular site on the entire Internet, this whoosh of cash is a huge deal amongst its other monetization/cost cutting efforts including mobile ads, axing APIs, and bonus avatar outfits. Though Reddit is no slouch as far as userbase and sticking power, this is still very much a David signing a deal with Goliath kind of thing, and it’ll lay the groundwork for bigger deals later on no matter how it goes. 

What can you take away from this deal as a business owner? Four main things. 

A greater understanding of AI training methodology 

“How is the training model meant to work on a site famous for diversions and denigration?”, is probably the question on most people’s lips. While Reddit can be font of expert knowledge, things can get ugly, even in the tamest of subs. People on r/gardening get absolutely vicious! Ask me how I know. I expect the same bumps and bruises as I would of anything new. Despite my feelings on generative AI, it does have to be said that there’s a learning curve with anything that gets newly implemented, from novel breakroom coffee machines to massive generative engines. 

This is a LOT of hay to sift through for a lot of slur-free, accurate needles.

Even though you don’t have the money and manpower Google will at its side, you can still watch for press from whoever heads these efforts, track how Google’s output changes over time, and learn what to apply on a scaled down level for your own efforts. Yes, even if those efforts are just hiring human beings to begin with. Training is always key to the best service and the best CYA!

An appreciation of how long it might take any business to become fully profitable

It pains me to see plucky small businesses or artisans struggle. What few people like to say about going into business is how difficult it is financially and emotionally. What no one likes to say about going into business is how long it can be that difficult—especially anyone poisoned by YouTube gurus and ‘If I can you can’ type books. It bears repeating how massive Reddit is, and as of time of writing, it has not turned any profit at all, despite being old enough to vote. Do you have a contingency for this kind of timeline? You need to. 

Tighten your user agreements

Are you preparing to introduce anything new that’ll affect your customers/users? Make sure your fine print is updated. Considering how hard you can get smacked for not having an address and unsubscribe button in your email marketing, it’s not worth it to not make sure an attorney takes a look at what you have people sign up for, especially if you expect more changes. Be open and transparent with people, and get your legalese checked out by an expert with the authority of a real degree. 

Don’t be afraid to look ‘down’ for allies. 

Google approaching Reddit wasn’t a meeting of two peers by business standards. While you can’t exactly call it ‘humility’ to come to another business with cash in hand and a line to sign, it still says something that this isn’t a lateral interaction. Are you checking around with smaller small businesses to ally with, if applicable, or have you only been looking across and up? Consider your partners wisely, and look into spotting up and comers!

Meanwhile, prepare for your conversations on all platforms to be fuel for more models of mimicry.