I’ve done ranking-adjacent work at three companies (Google, Quora, and Facebook), so when OpenAI released the ChatGPT API a few days ago, my natural first instinct was to ask myself “I wonder if this would be good at ranking social media feeds?”.

Based on my experiments so far, it looks like the answer is “yes”. Indeed GPT makes content-based feed ranking so easy that it has the potential to completely change the way we think about ranking - potentially shifting ranking power from platforms to individual users and groups.