Bluefocus Intelligent Communications Group Co. is making waves with their news of replacing their external copywriters and graphic designers with ChatGPT-like generative AI models. The $3 billion company, known for its work for clients such as Samsung and BMW, is one of China’s largest media and public relations outfits and has reportedly reached out to Baidu Inc and Alibaba Group Holding Ltd. to explore this technology.
This news sent shockwaves throughout the industry, leading Bluefocus’ shares to skyrocket by nearly 19% at the peak of trading on Thursday. While the stock dropped back by 6% on Friday, it still remains much higher than it was prior to the announcement.
The internal memo that sparked the speculation stated that “to embrace the new wave of AI generated content, starting today we’ve decided to halt all spending on third-party copywriters and designers”. This move puts Bluefocus at the forefront of the artificial intelligence revolution, particularly in the media and public relations sector.
These changes come following OpenAI’s implementation of ChatGPT and its AI-generated content. This advanced form of generative AI is capable of providing human-like responses as well as creating poetry, writing essays and scripting fiction from scratch.
There are concerns, however, from business leaders that this type of innovation will lead to a potential threat of AI replacing humans. It is possible that creative chatbots will take away consumers and advertisers from existing content, much like the internet did before.
The rise of generative AI has already put companies like Bluefocus ahead of the curve. Although the news has sent shock waves throughout the industry, it is likely that other similar companies will have to follow in order to stay competitive. We must wait and see what new changes will come to the media and public relations sector in the near future.
