Beijing-based BlueFocus, ranked 11th among global PR agencies in 2022 and first among its Chinese peers, is betting big on AI and cutting costs on human copywriters and designers since taking on Microsoft as a client. The shift to AI is expected to add to already existing concerns about the potential impact on jobs.
In an internal email verified by an employee, BlueFocus announced the immediate cut of expenses related to creative design, copywriting and short-term contractors in order to “fully embrace generative AI”. The company did not immediately respond to a request for comment.
BlueFocus already has access to Microsoft’s ChatGPT AI tool, which could allow outbound marketers to access new possibilities. In addition, they have also been engaging with Chinese ChatGPT alternatives such as Baidu’s Ernie Bot and Alibaba Group Holding’s Tongyi Qianwen AI chatbot.
The launch of ChatGPT brought not only revolutionary technology, but worries about of job security. A study done by OpenAI in March predicted that 80% of work done by Americans could be affected by generative AI. A prediction made by Goldman Sachs economists shortly after predicted that up to a quarter of jobs could be replaced due to AI.
Due to these concerns, governments are looking into how to regulate these AI tools. The US commerce department has already begun inviting public comments on how to approach generative AI, while the European Union is debating the Artificial Intelligence Act. Italy became the first country to ban ChatGPT, citing privacy concerns. China’s internet watchdog has put forth rules to regulate AI usage.
BlueFocus is one of the many companies using advanced AI tools and it is indicative of a larger shift. Whether this shift will bring with it further damage to human jobs is yet to be determined.
