The recent declines of Threads and ChatGPT attest to the reality that rapid and widespread acceptance doesn’t necessarily lead to long-term success.
ChatGPT recently experienced a decline in user engagement for the first time since its launch in November 2022. From May to June, engagement dropped 9.7 per cent, with the largest decline — 10.3 per cent — occurring in the United States.
The recent declines of Threads and ChatGPT attest to this reality, demonstrating that rapid and widespread acceptance doesn’t necessarily lead to long-term success. The Gartner Hype Cycle is a model that shows the stages of emerging technology adoption: from the initial hype and inflated expectations, through disillusionment and skepticism, to practical and mainstream productivity.
This rise and fall underscores the challenge of achieving sustainable growth in the face of rapid adoption. The initial hype often attracts a massive influx of users, but without a clear, scalable strategy for maintaining quality and engagement, platforms can quickly lose their appeal. For instance, OpenAI, the company behind ChatGPT, had to limit ChatGPT-4 users to 25 messages every three hours due to infrastructure constraints — even for those with a paid membership. While this helps manage the infrastructure load, it presents a challenge from the user’s perspective.
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