Competition Is One Prompt Away
Counter-positioning is a business strategy in which a company positions itself in a way that its competitors are unwilling to replicate to avoid cannibalization. A well-known example of counter-positioning is Netflix’s policy not to charge late fees. In 2000, Blockbuster was earning a large portion of its revenue ($800 million) from late fees. When Netflix entered the market, the company began shipping DVDs to customers’ homes. Customers could pay for up to three DVDs at a time, and if they didn’t return them, Netflix simply wouldn’t send the next one on the list. This strategy caused Blockbuster to eliminate late fees in 2004, i.e., Netflix essentially forced Blockbuster to cannibalize its business model in order to survive.
By integrating ChatGPT, Bing is poised to put Google in a similarly difficult situation. In 2021, Google earned $148.95 billion (out of $256.74 billion) from search ads. The more users click on different results and reformulate requests, the more advertisers are willing to pay to appear at the top… the more Google generates revenue.