More than three years later ChatGPT went mainstream, OpenAI is expanding its focus from personal users to families. The company is seeking a dedicated director of content in San Francisco to develop experiences for families, caregivers and seniors.

The job posting invites applications from candidates with experience in developing works for parents and families. This breakthrough coincides with a period when ChatGPT’s user base continues to diversify beyond young people.

New product strategy for families

According to Sensor Tower information, the rate of ChatGPT users aged 35 and over worldwide increased from 26% last year to 31% in the second quarter of this year. Nearly a quarter of US smartphone users who are parents used ChatGPT this quarter, compared to 16% last year.

Ben Bajarin, CEO of technology consultancy Creative Strategies, interprets this move as a sign that OpenAI is starting to view its creations as technologies for the household rather than personal productivity tools. Bajarin states that this process is similar to the way Google, Apple and Meta follow when integrating their platforms into daily life.

However, artificial intelligence also brings security risks as assistants go beyond just managing content or devices. Stephen Balkam, CEO of the Family Online Safety Institute, states that this recruitment reflects the maturation of OpenAI and the recognition that the artificial intelligence products used by children need different protections than those of adults.

Balkam describes this approach as “safety by design” and emphasizes that companies should provide stronger content controls and age-appropriate experiences for children. A new study by the Family Online Safety Institute reveals that parents underestimate the frequency of their children’s use of artificial intelligence.

Security measures and increased supervision

OpenAI continues to face various lawsuits claiming that ChatGPT harms children. In response to these concerns, the company has implemented a number of security measures, such as parental controls for teen accounts and models that guide sensitive conversations.

Recently, the “Trusted Person” feature, which can warn a family member or caregiver in cases of potential self-harm, was introduced. Balkam notes that AI companies have an opportunity to avoid the mistakes social media platforms have made in the past.

OpenAI continues to explore the role of artificial intelligence in learning and youth engagement through workshops with San Antonio Spurs Community Impact and Positive Coaching Alliance. Sensor Tower data shows that users aged 25-34 have a 40% share of Anthropic’s Claude and Google’s Gemini apps.

Although ChatGPT is not yet as popular among older users as its rivals, it is growing faster in this demographic. Bajarin expects features such as family plans, child profiles, caregiver tools and AI-powered private tutoring to become widespread in the future.

What do you think about OpenAI’s new strategy for families?