Investments in human talent in the Age of AI: the impact of ChatGPT on search volume for coding education platforms

Abstract

This study examines the impact of Generative AI, specifically ChatGPT, on the demand for coding education platforms as reflected in search volume. Using two years of Google Trends data, we analyse how the introduction of ChatGPT in November 2022 influenced search interest in major code learning platforms. Our findings reveal a significant decline in search volume following ChatGPT’s launch, suggesting that Generative AI may reduce interest in traditional coding education. However, platforms with strong brand equity–measured by their pre-ChatGPT popularity–experienced a smaller decline, indicating that brand strength helps mitigate AI-driven disruptions. This suggests that platforms can sustain relevance by investing in brand-building strategies, fostering engaged learning communities, and integrating AI-powered tools in a complementary manner. Our results remain robust against alternative explanations, such as seasonal trends in coding education or unobserved platform-specific time trends.