Impromptu: Amplifying Our Humanity Through AI this data, news media websites can tailor their content to the reader’s preferences and interests, providing a more personalized experience. In other words, the traditional approach. Not too innovative. Meanwhile, as I noted above, the “conversational chat” approach that GPT-4 and especially its sibling ChatGPT were themselves using offered its own powerful—but significantly different—version of personalization. In contrast to how traditional web-based personalization works, with websites perpetually surveilling users over time, GPT-4 and ChatGPT simply offer highly responsive informa- tion to your queries and prompts in real-time. This is both a somewhat obvious observation about how these LLMs operate, but also (as yet) an under-appreciated one. Indeed, it’s not just their human-like fluency and seeming expertise on so many subjects that makes them so popular. Unlike chatbots designed to promote a product or politi- cian, GPT-4 and ChatGPT are not only able but also incredi- bly willing to focus on whatever you want to talk about.4 This simple dynamic creates a highly personalized user experience. As an exchange with GPT-4 progresses, you are continuously fine-tuning it to your specific preferences in that moment. While this high degree of personalization informs whatever you’re using GPT-4 for, I believe it has special salience for the news media industry. Imagine a future where you go to a news website and use queries like these to define your experience there: 4 Provided it doesn’t violate the safety restrictions OpenAI has put on them. 86