As Alphabet Inc looks past a chatbot flub that helped erase $100 billion from its market value, another challenge is emerging from its efforts to add generative artificial intelligence to its popular Google Search: the cost.
to test users, prompting the company to limit long chat sessions it said "provoked" unintended answers.
A source close to Google cautioned it's early to pin down exactly how much chatbots might cost because efficiency and usage vary widely depending on the technology involved, and AI already powers products like search. Bigger models require more chips for inference and therefore cost more. AI that dazzles consumers for its human-like authority has ballooned in size, reaching 175 billion so-called parameters, or different values that the algorithm takes into account, for the model OpenAI updated into ChatGPT. Cost also varies by the length of a user's query, as measured in "tokens" or pieces of words.
For now, computer scientists inside OpenAI have figured out how to optimize inference costs through complex code that makes chips run more efficiently, a person familiar with the effort said. An OpenAI spokesperson did not immediately comment. In the meantime, some have considered charging for access, like OpenAI's $20 per month subscription for better ChatGPT service. Technology experts also said a workaround is applying smaller AI models to simpler tasks, which Alphabet is exploring.
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