Bill Simmons ends partnership with ChatGPT after fan backlash

The end of the AI tribute

Ringer founder Bill Simmons has officially decided to cut ties with OpenAI and the chatbot ChatGPT. This decision marks the end of a specific recurring segment where Simmons used the technology to mimic the late film critic Roger Ebert. The move comes after a period of significant pushback from his dedicated listener base.

Simmons originally partnered with OpenAI to experiment with generative AI—technology that can create new text, images, or audio based on prompts. He integrated these tools into various podcast segments to see how the technology could be used for baked-in content. However, the experiment ultimately failed to land well with his core audience.

The decision was first reported by Bloomberg, which noted that Simmons is moving away from the sponsored segments. While he initially wanted to explore the capabilities of the chatbot, the backlash from fans made it clear that the content was not a success. Simmons noted that the segments simply were not a good fit for his shows.

Mimicking a late critic

The specific content that caused the most friction involved a tribute to Roger Ebert, who passed away in 2013. Simmons began using ChatGPT to generate approximations of how Ebert might have reviewed movies released after his death. These reviews were featured on his ongoing podcast, The Rewatchables, which focuses on films caught on cable.

During these segments, Simmons would provide the AI with a specific film and ask it to produce a review in Ebert's signature style. For example, in March, he used the tool to generate a review of the movie The Nice Guys. The goal was to see if the technology could capture the essence of the famous critic's unique perspective and voice.

The production of these segments was not without internal skepticism from the show's own team. During one episode, co-host Chris Ryans interjected by telling Simmons that he would disgrace himself by asking the AI to perform the task. Despite these warnings, Simmons proceeded with the experiment to see what the technology could produce.

The drive for early adoption

Simmons explained his reasoning for the partnership by stating his desire to be an early adopter of new technology. He noted that many of his competitors, as well as major sports leagues like the NFL, were already beginning to integrate AI research into their operations. He wanted to ensure his brand remained at the forefront of these technological shifts.

By attempting to be early instead of late, Simmons sought to find innovative ways to use AI for content creation. He viewed the integration of ChatGPT as a way to stay competitive in a rapidly changing media landscape. However, the speed of adoption sometimes overlooks the emotional connection between a creator and their audience.

The backlash from fans served as a reminder that some content is tied to personal sentiment and legacy. While the technology was capable of producing text that resembled Ebert's work, the audience felt that using a chatbot to mimic a deceased person was inappropriate. This reaction forced Simmons to reconsider the value of the technology in his specific media ecosystem.

Audience sentiment and backlash

The reaction from the audience was swift and largely negative, with many fans expressing their disapproval of the AI-generated content. Listeners reacted to the segments by giving the AI Roger Ebert reviews two thumbs down. This collective pushback indicated that the audience valued authenticity over the novelty of generative AI.

Simmons acknowledged that the audience's reaction was the primary driver behind his decision to stop the segments. He admitted that the team learned almost immediately that the content was not a fit for the Ringer's brand. The experience highlighted a growing divide between the technical possibility of AI and the public's willingness to accept it in entertainment.

The situation serves as a case study for other media personalities who are considering how to use ChatGPT. It suggests that while AI can be a powerful tool for research or production, its use in mimicking specific human personalities can be risky. For Simmons, the lesson was that audience approval is a necessary component of successful content integration.

What comes next for the Ringer

Moving forward, Simmons will be focusing on content that does not rely on ChatGPT-generated tributes or segments. While he may still explore other forms of AI research, the specific partnership with OpenAI for these podcast bits is over. The Ringer will likely return to more traditional methods of content creation and discussion.

The end of this experiment provides a clear signal to other creators about the boundaries of AI in personality-driven media. It shows that even high-profile figures can face significant