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The visibility of academics will be shaped through LLMs as much as social media in future

This observation by the tech journalist Casey Newton got me thinking about how LLMs are increasingly shaping the visibility of academics:

Thinking models have gotten surprisingly good at identifying potential sources — potentially academic ones. When writing about Grok last month, I wanted to talk to someone who had studied relationships between people and chatbots. ChatGPT led me to Harvard’s Center for Digital Thriving, and suggested someone to talk to, along with their email address. I wound up interviewing them for the piece. The fact that thinking models can quickly analyze the academic literature about any subject and identify prominent researchers on the subject, along with their email addresses and phone numbers, is beginning to save me a lot of Googling.

I realised early on that I was more visible in model responses (ChatGPT and Claude) than other academics of a comparable age, career stage and influence* which I assumed was because 6000 blog posts hosted on wordpress.com were gobbled up in training. It could talk at greater length, with more accuracy, about my work then it could about other academics because my online visibility translated into model visibility.

I suspect this also means I’m more prone to being suggested by the model for a topical discussion in the way that Casey points to when looking for experts to interview, though I’m unsure how to go about establishing this. The value of a long term blog also means that I figure prominently as a source for ChatGPT and software like Perplexity. Interestingly, I don’t recall ever seeing a single referral from Claude. In the last year I’ve had more referrals to this blog from ChatGPT than I have from Facebook or Bluesky, though interestingly LinkedIn drives more traffic.

In other words there’s a complex relationship between online visibility and model visibility. Given that online visibility is the key driver which led social media to be institutionalised into higher education in the UK, this is very significant for academic careers even if it takes a long time for it to consolidate into a widely recognised incentive structure.

What other factors lead to increased model visibility? Ultimately this is a matter of visibility within the training data, but the patterns of visibility produced by this are challenging to conceptualise. What are the positive and negative outcomes of increased model visibility? Casey illustrates one in terms of visibility to journalists but there are many others.

*I did this in a very impressionistic way but it would be interesting to do this as a robust quantitative exercise.

This is an interesting overview of the rapidly developing field of SEO for LLMs: https://www.seerinteractive.com/insights/how-to-get-your-brand-in-chatgpts-training-data

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