> ## Content Index > Fetch the complete content index at: https://www.nearmedia.co/llms.txt > Use this file to discover other available public pages before exploring further. # TikTok Search Ads, ChatGPT Most Accurate, No Copyright for AI - URL: https://www.nearmedia.co/tiktok-search-toggle-chatgpt-wins-ai-no-copyright/ - Published: 2023-08-23T17:04:44.000Z - Updated: 2023-08-23T17:04:44.000Z - Author: Greg Sterling - Tags: News ### TikTok 'Search Ads Toggle' After [months](https://www.nearmedia.co/bings-100m-users-tiktok-search-ads-wheres-local-tiktok/) of testing with an expanding group of advertisers, TikTik has [officially rolled out](https://www.tiktok.com/business/en/blog/introducing-tiktok-search-ads-toggle?ref=nearmedia.co) search ads, called "Search Ads Toggle." The "toggle" part refers to a setting in the advertiser dashboard that allows TikTok to use existing creative and targeting criteria for search ads. The toggle is set to "on" by default unless the advertiser opts-out. Here's TikTok's explanation: "By keeping the toggle set to 'on,' search results ads will be automatically created using the advertiser's existing In-Feed Ad content and targeting, and served against relevant user queries adjacent to organic video results." Ads carry a "Sponsored" label (live examples below) and typically a "Shop Now" button. TikTok's algorithm takes care of targeting based on "relevancy, user intent ... and broader learnings from other user behavior." The company claims that 70% of campaigns with Search ads "on" outperform those that don't use it. Currently there's no independent data about performance. **TikTok Search Results for "Best Air Filter"** ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2023/08/Screen-Shot-2023-08-23-at-8.05.20-AM.png) Source: TikTok ****Our take:** - The way that TikTok search is currently set up there are 4 ads per SERP. They're more separated from one another than in a Google SERP. - TikTok should see meaningful adoption because there's no additional effort (i.e., creative, targeting) required of existing advertisers. - While older users often can't imagine TikTok as a Google replacement, many Gen Z and younger users are doing just that. ### Test: ChatGPT 4 Most Accurate Recently, Google SGE, Bard [went off the rails](https://www.tomshardware.com/news/google-bots-tout-slavery-genocide?ref=nearmedia.co) espousing the "benefits" of slavery, fascism, even genocide. This isn't "hallucination" per se, but it's an example of AI getting it terribly wrong. A [recent study](https://www.arthur.ai/gap-articles/hallucination-experiment?ref=nearmedia.co) run by AI vendor Arthur sought to probe the accuracy and hallucination frequency of competing AIs. Among the five tested, OpenAI's ChatGPT 4 and Anthropic's Claude 2 performed best. The test also included ChatGPT 3.5, Meta's llama-2 and Command from Cohere. Strangely, Google's Bard was not part of the study. The company asked 26 questions in three broad categories: "Combinatorial Mathematics, U.S. Presidents, and Moroccan Political Leaders." There were three possible "scores": correct, hallucination and avoid (no answer). Different questions produced results for each AI. But ChatGPT 4 and Claude 2 were more often correct and had the lowest hallucination levels. Here's the [raw data](https://docs.google.com/spreadsheets/d/18lmKuOOpF1S6snpKXhVSYjEqIi-WzZ0uzQZIs-uHiDc/edit?ref=nearmedia.co#gid=797379170). ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2023/08/Screen-Shot-2023-08-23-at-9.06.54-AM.png) Source: Arthur ****Our take:** - This was a very small and incomplete test, so take it with some caution. Also, why wasn't Bard involved? - We need to see a much larger study with thousands of questions to truly understand which AI is more accurate/trustworthy. - Separate [research](https://www.technologyreview.com/2023/08/07/1077324/ai-language-models-are-rife-with-political-biases/?ref=nearmedia.co) has found AIs have political biases: GPT-4 was "left-wing libertarian," while Meta’s LLaMA was "right-wing authoritarian." ### Court Says No Copyright for AI If a piece of writing, a song or an image is entirely generated by AI, there can be no copyright protection. That's become the [position of the US Copyright Office](https://www.nearmedia.co/moving-beyond-search-ai-copyright-4-day-week/). In February it determined that AI-generated [images in a comic book](https://www.nearmedia.co/moving-beyond-search-ai-copyright-4-day-week/) "are not original works of authorship." Now a federal judge has [affirmed](https://www.scribd.com/document/665871482/Thaler-v-Perlmutter?ref=nearmedia.co) that position. Accordingly, there must be sufficient "human involvement" in order for a work to qualify for copyright protection. Yet the fact of AI being used doesn't automatically disqualify the output from protection. The Copyright Office previously said, a work that utilizes AI could gain protection if a human author "selected or arranged" the content in a "sufficiently creative way." The unanswered question is: how much human involvement is required? Would prompts qualify? Probably not, but it's far from clear. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2023/08/Screen-Shot-2023-08-23-at-9.38.29-AM.png) Source: Bing Image Creator ****Our take:** - I created an original prompt to generate the image above. That's probably not enough, although the question still needs clarification. - The [case](https://www.nearmedia.co/moving-beyond-search-ai-copyright-4-day-week/) that triggered the February 2023 Copyright Office opinion, involved use of prompts in Midjourney. That wasn't enough. - It's possible that all the content now being generated (largely) by AI won't be protected and could simply be lifted by competitors. ## Recent Analysis - ****Near Memo episode 124:** [GBP support gig workers, SGE while browsing rolls out, AI Generated review summaries](https://www.nearmedia.co/ep-124/). - ****Google Shifting GBP Support to 'Brand Ambassadors' aka Gig Workers?** [by Mike Blumenthal](https://www.nearmedia.co/is-google-shifting-gbp-support-to-gig-workers/). ## Short Takes - How to [get the most](https://www.brightlocal.com/learn/google-business-profile-forum-help/??ref=nearmedia.co) from the **GBP forum**. - **GBP** profile support responds ... [three years later](https://twitter.com/darrenshaw%5F/status/1694083306495844740??ref=nearmedia.co). - Prune vs. update: [what to do](https://searchengineland.com/improving-removing-content-seo-guide-430571??ref=nearmedia.co) about **old content**. - **Moz**: What [restaurant reviewers](https://moz.com/blog/what-diners-write-about?ref=nearmedia.co) write most about. - Microsoft [claims](https://twitter.com/MParakhin/status/1692464348474568998??ref=nearmedia.co) big increase in **BingGPT** usage recently. - **Bing** [testing](https://www.seroundtable.com/bing-testing-verification-label-35907.html?ref=nearmedia.co) a "verified" site badge in search snippets. - **Twitter-->X rebrand** [killed its app store downloads](https://daringfireball.net/linked/2023/08/19/seufert-x-downloads?ref=nearmedia.co). - With [declining traffic](https://www.washingtonpost.com/technology/2023/08/22/meta-threads-desktop/?ref=nearmedia.co), **Threads** prepares to [launch on the web](https://www.threads.net/@zuck/post/CwP2yyiL15R?hl=en&ref=nearmedia.co). - PE [firm](https://www.franciscopartners.com/investments?ref=nearmedia.co) behind LegalZoom, ZocDoc [buys](https://www.bloomberg.com/news/articles/2023-08-22/ibm-to-sell-the-weather-company-assets-to-francisco-partners?ref=nearmedia.co#xj4y7vzkg) **Weather.com** from IBM. - Cookie deprecation [driving major interest](https://www.mediapost.com/publications/article/388403/why-retail-media-could-overtake-search.html?ref=nearmedia.co) in **retail media**. - **Retail media:** Walmart Connect [ad sales grew](https://corporate.walmart.com/newsroom/2023/08/17/walmart-releases-q2-and-fy24-earnings?ref=nearmedia.co) 36% in Q2\. - Nearly [32% of US consumers](https://www.pymnts.com/news/retail/2023/consumers-continue-to-embrace-buy-online-pickup-in-store/?ref=nearmedia.co) **BOPIS'd** their last online order. - **Meta** [launches AI translation](https://ai.meta.com/blog/seamless-m4t/?ref=nearmedia.co) for 100 languages. - Journos give mostly plaudits to **robotaxis in SF** ([NYT](https://www.nytimes.com/2023/08/21/technology/waymo-driverless-cars-san-francisco.html?ref=nearmedia.co)). - **YouTube** is Google's [Gen Z secret weapon](https://www.nexttv.com/news/teenagers-turn-to-youtube-before-tv-precise-tv-finds?ref=nearmedia.co). Listen to our [latest podcast](https://www.nearmedia.co/memo/). [![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/02/near_memo_banner.png)](https://nearmedia.co/memo?ref=nearmedia.co) How can we make this better? Email [us](mailto:gsterling@nearmedia.co) with suggestions and recommendations.