Face 1: Market Focus

Because of the accessibility of Generative AI writing tools, the market focus for Turnitin is mainly focused on Higher Education and high school education. As most colleges and universities make use of LMSs, Turnitin can be a seamless integration into any online instance of a course. 

Writing assessment is an integral part of Higher Education. Writing assessments provide an effective means of evaluating students' writing skills (clarity, organization, coherence, grammar, and critical thinking) and assessing their proficiency. Evaluations also provide feedback so that learners can improve their written communication skills, which is an important professional skill that will help them in their careers. 

The snapshot above is of audience interests that use Turnitin’s service (as assessed with similarweb.com), confirms its most common use in education, university, college, and online settings. Its use in news verification is noteworthy and may provide an alternate use of plagiarism detection outside of education settings.