Product-List Startup Gets a ChatGPT Bump; Huang’s $1 Trillion Claim

Before we get to today’s newsletter, Stephanie’s profile of Mira Murati’s Thinking Machines Lab, the mysterious $10 billion startup, is a fascinating look at Murati’s background and explains why she’s got such a following among AI researchers and, as a result, investors. It’s definitely worth a read.

On to today’s column…

As artificial intelligence search engines like ChatGPT, Gemini and Claude grow more popular, consumer brands, as well as a cottage industry of startups that advise them, are trying to influence AI search results to drive more sales.

That’s turned their attention to Benable, a website and app people use to recommend their favorite products, from apparel and skincare products to movies and hotels. Product lists shared on Benable have started to appear more frequently in ChatGPT and other AI-powered search tools. Benable founder and CEO Tony Staehelin thinks that’s because the AI tools put a lot of value on reviews from real people.

Whatever the reason, the rising prominence of Benable reviews in AI search results is helping to prompt more people to sign up to use Benable. Monthly active users that take actions on Benable’s app, such as adding a recommendation or searching for a product, have grown over 50% to nearly 200,000 this month, Staehelin said.