Here's an honest review of the AI-powered news app from the PR perspective.
According to a Pew Research study in 2021 on where Americans obtain news, across all age groups, most people get their news from a smartphone, computer, or tablet. When using one of these devices, 42% of people aged 18-29 turn to social media to get news. As pictured below, the three other age groups will most likely turn to a news website or app.
You may be wondering why I am referencing this study. To you, dear reader, I pose this question: What if there was an app that could be both a news app and a social media platform?
Let me introduce you to Artifact, an AI-powered news app from the co-founders of Instagram that launched in February 2023.
The constantly evolving social media landscape means new apps can catch on. Artifact can appeal to those who get their news from social media and apps. It can also fill in the gap for journalists and users diverting away from Twitter and possibly TikTok.
Background
For those of us in public relations, knowing where audiences get their news and what particular news outlets they follow is vital to our work. While each well-known news outlet usually has accounts on Instagram, Twitter, Facebook, TikTok, and YouTube, journalists prefer Twitter. But we all know that ever since Elon Musk took over Twitter almost a year ago that the app is undergoing (and will continue to undergo) significant changes.
There has been discussion about where journalists and users will turn to if (or rather when) Twitter ceases to function reliably. Also, even though TikTok isn’t as heavily relied upon for news, it could be banned and be one less point of news access. These current issues with Twitter and TikTok spurred my search for up-and-coming apps, and that's how I came across Artifact.
How to Download
I downloaded Artifact from the App Store last month and was pleasantly surprised by the easy setup of my news feed. First, I was prompted to pick 10 or more topics I was interested in from a variety of categories. The categories of interest can fluctuate within a month. There's also access to top publishers and users can add their paid news subscriptions to the app.
After picking my topics, a "For You" page automatically generated an infinite scroll of articles to read. Like Twitter's "Explore" page, there are tabs to switch the category of news. The scroll is also endless on all of these pages, whereas Twitter only shows the top 30 trending topics within each tab.
What I Like
The social media features of the app are still in development. As of a few days ago, the app rolled out a discussion feature that enables user commentary. Users can also invite friends and create a profile complete with a profile picture and short bio. My favorite features are the levels and streaks. The more articles you read on Artifact, the higher your level. And while self-explanatory, the "Streak" feature tracks how many days in a row you consistently visit the app.
I personally like these features because I need to do a better job of holding myself accountable for reading the news. I believe this has become more of a struggle with the overload of information in the digital age. My eyes may scan over the headlines I see on Instagram and Twitter, but I rarely feel the need to read more. If you're like me, a young, soon-to-be entry-level communications personnel who needs to stay updated on current events, I recommend trying Artifact--especially while it's free to download as its future for monetization is uncertain.
Room for Improvement
Speaking of monetization, while Artifact has certain advantages, there are some disadvantages to acknowledge. For now, the app does not have a revenue share and is uninvolved in publisher ads. This means there are no ads on the app, but it does not prevent ads within articles.
Generally, the idea of having an AI-powered news stream can raise some doubts. When we think of what we know about social media algorithms, we know that filter bubbles can prevent a well-rounded feed. The app designers claim to have a feature where once a user reads an article that articles from other outlets will launch for users to gain more perspective on certain stories. As a user, I am not completely certain I have interacted with this feature. I have seen the "Headlines" have a number of other outlet options appear, covering the same topic, which means it is possible to access other perspectives.
Another potential disadvantage for the app is weariness around user data. It is currently unclear what Artifact does with personal user data, and with the whole premise of the app being reliant on user preferences it will inevitably have to face those concerns.
Now what you all have been waiting for...
My Verdict
Artifact is worth downloading and trying out. Take note of the app's updates and always read the fine print when it comes to the app prompting certain aspects of user information.
For fellow PR folks, I recommend becoming early adopters of the app. I predict that more people will become aware of the app as they search for a Twitter replacement and because it comes from the co-founders of Instagram. Artifact can be a great resource that challenges PR practitioners to read from more news outlets and possibly gain access to more articles than what the Google Monster can deliver. It's an app worth tracking to see if it resonates with key publics.
Let me know your thoughts on Artifact in the comment section or contact me if you want to discuss more.
____________________________
Pros:
Provides news from top publishers
Has a discussion feature to engage with articles
Encourages daily news consumption
Personalizes your news feed with algorithm designed to avoid filter bubbles
Can appeal to those who get news from social media and news sites
Cons:
Unclear what happens to user data
Lack of local news
In an unpredictable start-up stage
Does not reformat news articles for a more accessible reader experience
Ads are not fully blocked
Commentaires