Bluefocus Intelligent Communications Group Co. is a well-known media and public relations agency in China that specializes in developing digital marketing solutions for businesses and organizations. A recent memo seen by Bloomberg News reveals that the agency is making plans to transition away from hiring third-party copywriters and graphic designers and replacing them with generative AI models like ChatGPT. As a result, inflation in their stocks rose by 19%, only to fall again by 6% the same day.
OpenAI’s ChatGPT rapidly gained traction after showcasing its ability to generate a wide range of content depending on user prompts. The sudden interest in this tool has magnified the potential of generative AI technology, making it an attractive option for tech giants such as Alibaba Group Holding Ltd and Baidu Inc, who have both been approached by BlueFocus to license their own AI technology.
However, many media executives fear that the utilization of creative chatbots might cause a decline in readers and advertisers, much like the impact of earlier online advancements. Consequently, businesses are considering strategies to defend against this, such as launching paywall content and introducing legislation. Alternatively, BlueFocus is making the bold decision to embrace the utility of AI generated content and reduce their expenses from third-party personnel. Their website promotes partnerships with major corporations such as Samsung and BMW, implying that the AI tools will save them time creating content for these promotions.
Jaakko Isotalo, an AI expert, notes that while AI generated content is quicker and cheaper to produce, the lack of a human touch in the content might affect its ability to connect with audiences. Therefore, it is essential to find a balance between the efficiency of AI service and the need for high-quality content.
The trend of employing AI in the production of content is only increasing with time. Studies conducted by OpenAI and Goldman Sachs have concluded that up to 80% of the workforce could be affected by the development of LLMs [] as well as GPTs[]. For instance, individuals in fields such as web designing, journalism, and tax preparation could find their jobs drastically reduced due to AI automation.
In conclusion, the decision by BlueFocus to transition to generative AI models has drawn attention to how several companies are harnessing AI to create content. Though it may bring about concerns for human jobs, the progress of AI brings about the potential for businesses to produce quality content at rapid speeds.
