Have you noticed ChatGPTs new tiles? These look very publisher friendly in that they encourage click-through to sites.

I had heard about them, but it took me a few attempts to get them to show up. In fact, I’ve only been able to get them to show once. The query that worked: I asked for “latest updates on fashion shows,” assuming that latest and shows would trigger specific, recent references.  

Then I wondered how they were triggered and thought there is no better way than to check the source. So I asked ChatGPT. This may not be exactly right for these types of tiles, but this looks directionally right. (For reference, I also reached out to OpenAI to ask about this.)

• Contextual triggers: Whenever you ask a question or make a request, the system analyses your last few messages for key intents (e.g. asking for options, next steps, clarifications). If it detects that you might benefit from a quick follow-up — like choosing between a few ideas, confirming details, or requesting something related — it will surface one or more suggestion tiles.

• Intent and entities: The model looks for actionable items (verbs like “choose,” “compare,” “show me”) or entities (products, dates, places) that lend themselves to further exploration. For example, after you asked about chair options, tiles might suggest “Show me more chair styles” or “Compare materials” because those are logical next moves.

• Dynamic generation: These tiles aren’t hard-coded. They’re generated on the fly by the same underlying language model that’s replying to you. It predicts which short prompts would most likely help you continue the conversation smoothly.

• User interaction patterns: Over time, the system learns which types of suggestions users tend to tap. That feedback helps fine-tune which tiles get offered in which situations — so you’ll see more relevant prompts the more you interact.

What can you do to maximise your chance of tiles? I suspect that comes down to whether or not you optimise for AIEO/GEO (have we agreed an acronym on this yet?)

I have no doubt this improved click-throughs, but we don’t know how much. 

The real challenge here is that it makes the question of blocking bots and/or optimising for searching a little more grey. Should you make all or a subset of your content accessible? At the moment, these tiles are only appearing on a fraction of answers. 

We’ll be keeping an eye on this. If you have any showcases, lessons, or stats from the ChatGPT tiles, please share them with me (confidentially) at jodie.hopperton@INMA.org.

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