A Chinese firm is reportedly looking to use AI to replace its human copywriters and graphic designers. According to an internal memo seen by Bloomberg, BlueFocus Intelligent Communications Group Co. – which provides services in the realm of strategy, advertising and public relations – is interested in using AI technology from Alibaba Group Holding Ltd. and Baidu Inc. The company reportedly plans to halt all spending for third party copywriters and designers.
The firm services some of the biggest companies in the world – such as Mercedes, Samsung and P&G – and has 5,000 employees across the globe with offices spanning 10 countries. OpenAI’s chatbot called ChatGPT, recently released in November, sparked questions and concerns around the impact of AI on work force. Media roles such as advertising and journalism is likely to be particularly impacted by the AI models, according to experts.
Many news sites, including Buzzfeed and CNET, have experimented with using AI models for article writing. In a similar move, Insiders’s Global Editor-in-Chief recently announced plans for the newsroom to start experimenting with ChatGPT. Yet, Anu Madgavkar, a partner with McKinsey Global Institute, insists that the majority of jobs in media cannot be fully automated, cautioning against our trust in AI models. In fact, research from Goldman Sachs finds that generative AI could impact 300 million full-time jobs globally.
The incorporation of AI in everyday tasks could be beneficial in certain aspects, however it’s also important to be aware of the risks associated with it. Moreover, many messages sent across must be observed with a sense of responsibility, in order to maintain the accuracy of content presented.
