Hangcheng Zhao

Hangcheng Zhao, Ron Berman

Large language models (LLMs) change how consumers acquire information online; their bots also crawl news publishers' websites for training data and to answer consumer queries; and they provide tools that can lower the cost of content creation. These changes lead to predictions of adverse impact on news publishers in the form of lowered consumer demand, reduced demand for newsroom employees, and an increase in news "slop." Consequently, some publishers strategically responded by blocking LLM access to their websites using the robots.txt file standard. Using high-frequency granular data, we document four effects related to the predicted shifts in news publishing following the introduction of generative AI (GenAI). First, we find a moderate decline in traffic to news publishers occurring after August 2024. Second, using a difference-in-differences approach, we find that blocking GenAI bots can be associated with a reduction of total website traffic to large publishers compared to not blocking. Third, on the hiring side, we do not find evidence that LLMs are replacing editorial or content-production jobs yet. The share of new editorial and content-production job listings increases over time. Fourth, regarding content production, we find no evidence that large publishers increased text volume; instead, they significantly increased rich content and use more advertising and targeting technologies. Together, these findings provide early evidence of some unforeseen impacts of the introduction of LLMs on news production and consumption.

Hangcheng Zhao, Ron Berman

When online sellers use AI learning algorithms to automatically compete on e-commerce platforms, there is concern that they will learn to coordinate on higher than competitive prices. However, this concern was primarily raised in single-dimension price competition. We investigate whether this prediction holds when sellers make pricing and advertising decisions together, i.e., two-dimensional decisions. We analyze competition in multi-agent reinforcement learning, and use a large-scale dataset from Amazon.com to provide empirical evidence. We show that when consumers have high search costs, learning algorithms can coordinate on prices lower than competitive prices, facilitating a win-win-win for consumers, sellers, and platforms. This occurs because algorithms learn to coordinate on lower advertising bids, which lower advertising costs, leading to lower prices and enlarging demand on the platform. We also show that our results generalize to any learning algorithm that uses exploration of price and advertising bids. Consistent with our predictions, an empirical analysis shows that price levels exhibit a negative interaction between estimated consumer search costs and algorithm usage index. We analyze the platform's strategic response and find that reserve price adjustments will not increase platform profits, but commission adjustments will, while maintaining the beneficial outcomes for both sellers and consumers.