The pressure of technology on the modern-day job market is a topic of much debate, and the most recent example is Bluefocus Intelligent Communications Group Co. The $3 billion Chinese public relations and media behemoth is resigning itself to automation, and is set to replace its human copywriters and graphic designers with AI-generated content. In an internal memo seen by Bloomberg, Bluefocus announced a halt to all spending on third-party copywriters and designers and is reaching out to Baidu and Alibaba to explore licensing their technology. With AI-generated content becoming the norm, it looks like humans will once again be turning to technology for their livelihoods.
The development sent the Bluefocus stocks surging 19% on Thursday, before seeing a comparative 6% fall on Friday. While these are momentary fluctuations, the AI-powered revolution also puts workers under the cloud of fear that their job may become extinct at any given time.AI like OpenAI’s ChatGPT is granting machines the ability to look, think, and respond like humans and has instead become a form of competition in the job market.
Bluefocus is at the forefront of the industry, aiming to capitalize on generative AI technology and other programs that can allegedly write compelling essays, poetry, and fiction better than humans can. Users have noticed the effectiveness and increased quality of AI-generated content and their reports ring true with Bluefocus’ agreement. It remains to be seen, however, whether AI can recreate the human ingenuity and compassion that goes into crafting certain narratives.
The raw potential of AI progress is massive and its applications are being felt by businesses everywhere, raising questions such as how to prevent monopolization of the market, who will monitor the AI-generated content, and how service and product regulations will be applied. On a more human level, how will workers be protected from the possible substitute of jobs and how will the industry address the potential creepiness of AI in general.
Bluefocus is one of the strongest contenders on the Chinese media and public relations front, and has worked with clients such as Samsung and BMW. This revolutionary decision shows the company’s confidence in the AI market and trust in the technology. However, access to AI technology is not as readily available in the western world and it may be some time before AI-generated content becomes mainstream.
