The logo of generative AI chatbot ChatGPT, which is owned by Microsoft-backed company OpenAI.
CFOTO | Future Publishing via Getty Images
Artificial intelligence might be driving concerns over people’s job security — but a new wave of jobs are being created that focus solely on reviewing the inputs and outputs of next-generation AI models.
Since Nov. 2022, global business leaders, workers and academics alike have been gripped by fears that the emergence of generative AI will disrupt vast numbers of professional jobs.
Generative AI, which enables AI algorithms to generate humanlike, realistic text and images in response to textual prompts, is trained on vast quantities of data.
It can produce sophisticated prose and even company presentations close to the quality of academically trained individuals.
That has, understandably, generated fears that jobs may be displaced by AI.
Morgan Stanley estimates that as many as 300 million jobs could be taken over by AI, including office and administrative support jobs, legal work, and architecture and engineering, life, physical and social sciences, and financial and business operations.
But the inputs that AI models receive, and the outputs they create, often need to be guided and reviewed by humans — and this is creating some new paid careers and side hustles.
Getting paid to review AI
Prolific, a company that helps connect AI developers with research participants, has had direct involvement in providing people with compensation for reviewing AI-generated material.
The company pays its candidates sums of money to assess the quality of AI-generated outputs. Prolific recommends developers pay participants at least $12 an hour, while minimum pay is set at $8 an hour.
The human reviewers are guided by Prolific’s customers, which include Meta, Google, the University of Oxford and University College London. They help reviewers through the process, learning about the potentially inaccurate or otherwise harmful material they may come across.
They must provide consent to engage in the research.
One research participant CNBC spoke to said he has used Prolific on a number of occasions to give his verdict on the quality of AI models.
The research participant, who preferred to remain anonymous due to privacy concerns, said that he often had to step in to provide feedback on where the AI model went wrong and needed correcting or amending to ensure it didn’t produce unsavory responses.
He came across a number of instances where certain AI models were producing things that were problematic — on one occasion, the research participant would even be confronted with an AI model trying to convince him to buy drugs.
He was shocked when the AI approached him with this comment — though the purpose of the study was to test the boundaries of this particular AI and provide it with feedback to ensure that it doesn’t cause harm in future.
The new ‘AI workers’
Phelim Bradley, CEO of Prolific, said that there are plenty of new kinds of “AI workers” who are playing a key role in informing the data that goes into AI models like ChatGPT — and what comes out.
As governments assess how to regulate AI, Bradley said that it’s “important that enough focus is given to topics including the fair and ethical treatment of AI workers such as data annotators, the sourcing and transparency of data used to build AI models, as well as the dangers of bias creeping into these systems due to the way in which they are being trained.”
“If we can get the approach right in these areas, it will go a long way to ensuring the best and most ethical foundations for the AI-enabled applications of the future.”
In July, Prolific raised $32 million in funding from investors including Partech and Oxford Science Enterprises.
The likes of Google, Microsoft and Meta have been battling to dominate in generative AI, an emerging field of AI that has involved commercial interest primarily thanks to its frequently floated productivity gains.
However, this has opened a can of worms for regulators and AI ethicists, who are concerned there is a lack of transparency surrounding how these models reach decisions on the content they produce, and that more needs to be done to ensure that AI is serving human interests — not the other way around.
Hume, a company that uses AI to read human emotions from verbal, facial and vocal expressions, uses Prolific to test the quality of its AI models. The company recruits people via Prolific to participate in surveys to tell it whether an AI-generated response was a good response or a bad response.
“Increasingly, the emphasis of researchers in these large companies and labs is shifting towards alignment with human preferences and safety,” Alan Cowen, Hume’s co-founder and CEO, told CNBC.
“There’s more of an emphasize on being able to monitor things in these applications. I think we’re just seeing the very beginning of this technology being released,” he added.
“It makes sense to expect that some of the things that have long been pursued in AI — having personalised tutors and digital assistants; models that can read legal documents and revise them these, are actually coming to fruition.”
Another role placing humans at the core of AI development is prompt engineers. These are workers who figure out what text-based prompts work best to insert into the generative AI model to achieve the most optimal responses.
According to LinkedIn data released last week, there’s been a rush specifically toward jobs mentioning AI.
Job postings on LinkedIn that mention either AI or generative AI more than doubled globally between July 2021 and July 2023, according to the jobs and networking platform.
Reinforcement learning
Meanwhile, companies are also using AI to automate reviews of regulatory documentation and legal paperwork — but with human oversight.
Firms often have to scan through huge amounts of paperwork to vet potential partners and assess whether or not they can expand into certain territories.
Going through all of this paperwork can be a tedious process which workers don’t necessarily want to take on — so the ability to pass it on to an AI model becomes attractive. But, according to researchers, it still requires a human touch.
Mesh AI, a digital transformation-focused consulting firm, says that human feedback can help AI models learn mistakes they make through trial and error.
“With this approach organizations can automate analysis and tracking of their regulatory commitments,” Michael Chalmers, CEO at Mesh AI, told CNBC via email.
Small and medium-sized enterprises “can shift their focus from mundane document analysis to approving the outputs generated from said AI models and further improving them by applying reinforcement learning from human feedback.”
Sam Altman has dismissed longtime rival Elon Musk’s warnings that OpenAI is set to dominate Microsoft, after the companies announced that OpenAI’s latest AI model will be incorporated into Microsoft products.
On Thursday, Microsoft CEO Satya Nadella announced that OpenAI’s GPT-5 service would be launching across platforms including Microsoft 365 Copilot, Copilot, GitHub Copilot, and Azure AI Foundry — prompting a response from Musk that “OpenAI is going to eat Microsoft alive.”
Nadella sought to downplay the issue. “People have been trying for 50 years and that’s the fun of it! Each day you learn something new, and innovate, partner, and compete,” he said on X, also expressing excitement for Musk’s own Grok 4 chatbot, which is available on Azure on a limited preview.
OpenAI CEO Altman shared his own repartee on CNBC’s “Squawk Box” Friday, saying, when asked of Musk’s input, “You know, I don’t think about him that much.”
He went on to question the meaning of Musk’s statements, also noting of the tech billionaire, “I thought he was just, like, tweeting all day [on X] about how much OpenAI sucks, and our model is bad, and, you know, [we’re] not gonna be a good company and all that.”
CNBC has reached out to Musk-owned X for comment.
Altman and Musk have frequently exchanged barbs as part of a long-storied feud that dates back to their disagreement over the ultimate mission of OpenAI, which they co-founded in 2015 as a nonprofit AI research lab.
OpenAI has since been seeking to convert into a for-profit entity and capitalize on meteoric demand for its viral ChatGPT product, with Microsoft stepping in as a top backer. Musk previously filed — and has since dropped — a lawsuit against the company, citing breach of contract.
Earlier this year, the Tesla boss also led a consortium that offered to acquire the nonprofit that controls OpenAI for $97.4 billion. Altman declined the proposal with a curt “no thank you but we will buy twitter for $9.74 billion if you want” on social media. He separately told CNBC at the time that he thought the takeover offer was an effort to “slow down a competitor.”
Revolut cards is seen in this illustration photo taken in Krakow, Poland on March 29, 2024.
Jakub Porzycki | Nurphoto | Getty Images
LONDON — Bank of England Governor Andrew Bailey told CNBC there hasn’t been a “falling out” with the U.K. government over delays to fintech giant Revolut’s long-awaited bank license.
Last week, the Financial Times reported that a meeting arranged by British Finance Minister Rachel Reeves with Revolut and the Prudential Regulation Authority (PRA) — an arm of the BOE that oversees banks — was cancelled after an intervention from Bailey.
Authorizing Revolut as a fully licensed bank has become an important issue for the U.K. government, particularly as key figures in the tech industry have challenged tax changes that affect the wealthy.
However, in an interview with CNBC’s Ritika Gupta on Thursday, Bailey denied any suggestion that relations between the BOE and Treasury had soured over delays to Revolut’s bank license approval process.
“There’s been no falling out between [Reeves] and I on this, or indeed on anything,” he said. “Actually, we have very good relations, and I think both the Bank and the Treasury have made that clear.”
Bailey added that while he couldn’t comment too much on Revolut specifically, the Prudential Regulation Authority is working things through with the digital banking startup during its “mobilization” process.
The fintech giant was granted a banking license with restrictions in July 2024 from the U.K.’s PRA, bringing an end to a years-long application process that began back in 2021.
This key victory moved Revolut into what’s known as the “mobilization” phase of a company’s journey toward becoming a full-fledged bank.
During this period, firms are limited to holding only £50,000 of total customer deposits — well below the hundreds of billions of pounds customers deposit with major high street lenders such as Barclays, HSBC and Santander.
Revolut customers in the U.K. are also still served by the company’s e-money unit, instead of its banking entity. This means they are not directly insured by the Financial Services Compensation Scheme, which protects customers up to £85,000 if a firm fails.
Delays to Revolut have been a point of contention for the government, which has come under fire from the U.K. tech industry for not doing enough to ensure the country can compete effectively with the U.S. and other key hubs.
Bailey stressed that there was “no trade off between financial stability and growth in the economy.” However, he suggested that he was open to rule changes to enable the fintech sector to flourish.
“We are very open to making changes where they’re appropriate,” he said.
When venture capitalist Keith Rabois got into e-commerce, he couldn’t stop buying brands. Now, everything must go.
OpenStore, co-founded by Rabois in 2021, is shutting down nearly all of the 40-plus Shopify stores it acquired, and it’s in the process of liquidating any remaining inventory by offering steep discounts to move merchandise.
Earlier this week, the company announced it plans to focus solely on growing Jack Archer, the menswear brand it bought for $837,000 in 2022. The website address open.store now redirects to jackarcher.com.
The dramatic downsizing to a single brand comes as OpenStore in recent weeksraised a $15 million funding round that valued the company at just $50 million, a fraction of its previous $1 billion valuation, CNBC has confirmed. Bloomberg previously reported on the financing round and some of the reorganization details.
OpenStore’s existing backers include General Catalyst, Lux Capital and Khosla Ventures, where Rabois is a managing director. Rabois didn’t respond to requests for comment.
It marks the latest example of the decaying e-commerce aggregator market. Companies in the space took advantage of low interest rates and pandemic-driven growth in online retail to collectively raise more than $16 billion from top names on Wall Street and in Silicon Valley with the intent of rolling up independent sellers on marketplaces like Amazon and Shopify.
Rabois was the No. 1 cheerleader on social media and elsewhere, touting the startup and its Miami headquarters. He posted on Twitter (now X) in April 2021, the “best talent i have ever worked with is joining Openstore.” About a year later, Business Insider quoted Rabois in a story saying, “We can absolutely handle acquiring a business in a day,” and that “I eventually want to get to one an hour, but that is definitely a challenge.”
As recently as June 2024, Rabois shared a post from the company and wrote, “We’re hiring! Come learn about the future of commerce online.”
By that point, the broader aggregator market was in free fall. Cracks had begun to appear in 2022 as venture funding dried up for cash-burning startups and e-commerce demand cooled with consumers returning to physical stores. Many aggregators struggled to run the brands they acquired profitably, and began selling off assets or merging with rivals to stay afloat.
Read more CNBC tech news
Top aggregator Thrasio filed for bankruptcyand laid off staffers in early 2024. Unybrands, backed heavily by Jared Kushner’s Affinity Partners, also cut jobs around the same time.
OpenStore rolled up dozens of Shopify stores offering an assortment of hairbrushes, neck pillows, fine jewelry, skin wands and other goods.
By last year, the business had come under significant pressure. It was becoming increasingly difficult and expensive for some of OpenStore’s brands to attract and retain customers.
Last August, the company tapped the brakes on new acquisitions, and cut jobs across the company, according to people familiar with the matter who asked not to be named because of confidentiality.
Jack Archer and a selection of other brands, like Future Kind supplements, Sweat Tent portable saunas and EXO Drones, were viewed as standouts. But many of OpenStore’s other products failed to grow their sales, while they required costly digital marketing campaigns and new product development that burned through cash, the people said.
By the beginning of this year,employees in OpenStore’s supply chain division were putting together a liquidation list, said one person involved. The first step was to turn off the brand’s Shopify store, then either sell remaining inventory at a discount or donate it, they added.
“It was just way too many different brands to make them all work the way Jack Archer did,” the person said.
As part of the restructuring, OpenStore laid off more employees in June, the people said. Among the teams that were impacted was a group working on an automated customer support service, called OpenDesk, they said.
Several top executives have also departed the company, including OpenStore co-founder and tech chief Jeremy Wood and Trenton Riggs, the company’s president.
When OpenStore was getting started and scaling, some investors with limited domain expertise in e-commerce were attracted to the opportunity because of Rabois’ long history in startups and venture capital, according to a person familiar with the matter who asked not to be named in order to discuss private information. They were less enticed by the business of rolling up small online retailers, the person said.
Before his career in venture at Khosla and Peter Thiel’s Founders Fund, Rabois had key roles at Square, LinkedIn and as part of the so-called PayPal mafia, and he made notable angel investments in companies including YouTube, Airbnb and Palantir.
Rabois, who served as OpenStore’s CEO, won’t be involved in Jack Archer’s day-to-day leadership. He will remain on the company’s board, another person familiar with the matter said. The person asked not to be named in order to discuss private information.
Last month, the companynamed Emma Crepeau, previously growth chief at apparel company Rhone, to be Jack Archer’s CEO as it enters the “next chapter of growth.” Jack Archer, which has seen triple-digit net sales growth year to date and “strong” customer repeat rates, plans to relaunch its brand in the fourth quarter, the person said.
“We’re doubling down on what matters most: purpose-built design, modern essentials, and a community of men redefining what style can look and feel like,” the company wrote in a LinkedIn post. “Emma’s leadership will be a key part of that evolution.”
As for Rabois’ current view, he’s still finding a way to promote the company. In response to comments on X about some of the latest developments, he wrote last month, “Not a failure — 10x focus on what is anomalously great.”
— CNBC’s Ari Levy contributed reporting to this story.