Move over Don Draper – AI technology might have the potential to create even better ads than humans can. Bluefocus Intelligent Communications Group Co, a 3-billion-USD Chinese company, is planning to replace its external copywriters and graphic designers by using ChatGPT-like generative AI models according to internal staff memo seen by Bloomberg News. The company has reached out to tech giants Alibaba Group Holding Ltd. and Baidu Inc. to explore licensing their technologies.
The news triggered a near 19% surge in the company’s shares, but it soon crashed back down and fell more than 6%. Bluefocus states on its official website that it serves clients like Samsung and BMW.
AI generated content has been a hot topic in the corporate world since OpenAI’s ChatGPT possessed an ability to not just provide human-like responses but to create poetry, write essays, and pen fiction from scratch. This sudden switch to using AI models has raised questions of AI replacing humans and its aftermath on different sectors.
Still, Bluefocus is not budging on its plan to make use of AI models which could be potentially seen as an existential threat to media executives. Most of the content they usually create could be taken over by generative AI which in turn might steal readers and advertisers – a similar situation which happened in the past with earlier internet innovations.
The company however has not made any public announcements about its decision, and its representatives were not immediately available for comment when contacted. The article stirred debate among developers and businesses regarding the potential of ChatGPT and other AI tools being used to automate creative tasks.
Bluefocus Intelligent Communications Group Co (Bluefocus) was founded in 1999 and is a Chinese PR and media company. It mainly focuses on providing public relations, digital interactive, communications strategy and creative services across the world. They have numerous prestigious clients from the corporate, finance, brewery, sports, automotive and educational fields. Bluefocus shares are listed on the Shenzhen Stock Exchange.
Don Draper is a fictional character from the TV series Mad Men (2007–15) and is a Creative Director at the advertising agency Sterling Cooper. He was played by Jon Hamm and was noted for his quick thinking, charm and wit in dealing with clients. He became a leading figure in the world of advertising and a major character in the TV series.
