Last week, Artifact, a buzzy news app from Instagram’s co-founders, announced it was shutting down after failing to gain critical mass. The news came as a surprise, as the app was generally well-received by its core audience; smartly leveraged AI to power recommendations, summarize news, and rewrite clickbait; and featured a clean and modern design that made it easy to use. So what went wrong?
New data indicates that Artifact couldn’t catch up to the competition and struggled to grow its user base outside the U.S. It also saw downloads of the app steeply dropping off after launch, indicating a failure to catch on with a more mainstream audience.
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