OpenAI is shifting its focus from individual users to families, more than three years after the launch of ChatGPT brought generative AI to the forefront of technology. In a move to expand its user base and cater to a wider demographic, OpenAI is actively recruiting a product manager in San Francisco. This role aims to develop experiences tailored for families, caregivers, and older adults, emphasizing the need for expertise in creating trust-sensitive products for this audience.
The demand for ChatGPT seems to be growing among a diverse age range, particularly as it gains popularity among users 35 and older. According to data from Sensor Tower, which was shared exclusively with TechCrunch, the proportion of global ChatGPT users aged 35 and up increased to 31% in the second quarter of the year from 26% the previous year. Meanwhile, users aged 18 to 24 saw a decline, dropping from 34% to 29%. In the U.S., the engagement among parents soared from 16% to nearly 25% during the same period.
OpenAI has yet to comment on the new job listing, but industry experts view this dedicated product role as a significant indication of the company's intent to evolve its products into tools that can better serve family units rather than just individual productivity. Ben Bajarin, the CEO of Creative Strategies, highlighted this shift, comparing it to paths taken by tech giants like Google, Apple, and Meta as their platforms became integral to daily life. Bajarin pointed out that with AI, the stakes are raised since the technology does more than facilitate content; it interacts directly with users.
However, this transition brings with it increased trust and safety concerns. Stephen Balkam, CEO of the Family Online Safety Institute, emphasized that as OpenAI matures, it is essential to recognize that products for children and teens necessitate different safety measures than those aimed at adults. He described this change as a proactive approach to safety, suggesting that initial releases did not sufficiently consider younger audiences.
Research by the Family Online Safety Institute revealed that many parents underestimate their children's use of generative AI tools. In a survey of over 4,000 families in the U.S. and Australia, while 27% of parents reported their child using generative AI in the past week, 38% of the children surveyed confirmed it. Balkam advised that AI products targeted at younger audiences should feature robust content controls, age-appropriate interactions, parental supervision, and clear notifications to users indicating that they are engaging with an AI rather than a human.
Moreover, OpenAI's heightened focus on family-friendly features comes amidst growing scrutiny regarding AI companies' protocols for protecting younger audiences. The organization has faced lawsuits from parents claiming that ChatGPT has contributed to incidents of harm among minors, including cases related to suicide. To address these issues, OpenAI has introduced various safety measures over the past year, such as parental controls for teenagers, systems designed to guide sensitive discussions, and a "Trusted Contact" option that can notify a family member or caregiver if a risk of self-harm is detected.
Balkam pointed out that AI developers have the chance to learn from the missteps of social media platforms, which historically managed child users similarly to adults before implementing stricter safeguards amid external pressures and regulatory obligations.
In addition to hiring efforts focused on family needs, OpenAI has engaged in initiatives to discuss the role of AI in youth education, athletic coaching, and overall engagement in workshops organized in collaboration with the San Antonio Spurs Community Impact organization.
On a broader level, the shifting demographics regarding AI applications mirror trends seen across the industry, with data indicating that users aged 25 to 34 now constitute 40% of the audience for competing platforms like Anthropic’s Claude and Google’s Gemini, comparable to ChatGPT. In contrast, Microsoft's Copilot leans toward an older user base, boasting 20% of users aged 45 and older.
While the presence of older users on ChatGPT is still relatively small, it is growing more rapidly than on competing platforms. The second quarter saw a notable three percentage point increase among users aged 45 and up compared to smaller gains or declines seen with other AI applications.
As OpenAI continues to innovate and pivot towards family-oriented features, Bajarin believes that this decision reflects a significant shift in consumer AI dynamics. He anticipates that companies will introduce family plans, tools tailored for caregivers, AI tutoring services, and enhanced safety measures as AI becomes an integral part of family technology ecosystems.
