BuzzFeed CEO: AI Content Creation Will Be ‘Part of Our Core Business’

Coming soon to BuzzFeed: robot-generated articles and quizzes.

BuzzFeed will rely more and more on artificial intelligence technology to help produce content this year amid a recession that laid off 12% of its workforce last month, said CEO Jonah Peretti. Jonah Peretti) said in an email to staff on Thursday.

By 2023, “AI-inspired content will move from the R&D stage to part of our core business, enhancing quiz experiences, informing brainstorming, and personalizing content for our audience.” You’ll see,” Peretti wrote.

The company’s new effort to use AI to generate content was first reported by The Wall Street Journal. BuzzFeed said it plans to use OpenAI’s ChatGPT tool as part of the initiative.

In his memo, Peretti predicts that “the creative process will become increasingly AI-assisted and technology-enabled.” “If the last 15 years of the internet were defined by the algorithmic feeds that curate and recommend content, the next 15 years will be defined by the AI ​​and data that help create, personalize and animate the content itself. “

Peretti identified AI technology and creator-generated content as two major trends that will define digital media in the next three years. “Our industry will expand beyond AI-powered curation (feeds) to AI-powered creation (content),” he wrote in a note.

However, according to Peretti, human editors will still be in control. Permanently. In publishing, AI benefits both content creators and audiences, inspiring new ideas and inviting audience members to co-create personalized content. “

CNET, a digital technology outlet owned by Red Ventures, reveals it used an in-house developed AI engine to generate 77 stories, representing about 1% of the site, starting November 2022 After that, using AI to create content has become a recent headline. total content. CNET has now stopped using AI techniques after discovering that more than half of these articles contained factually incorrect or plagiarized sections. His CNET Editor-in-Chief Connie Guglielmo said in a Wednesday post:

Separately, New York-based BuzzFeed has struck a multi-year, multi-million dollar deal with Meta to produce creator content for Facebook and Instagram, The Journal reported Wednesday. BuzzFeed’s share price, which went public in December 2021 following a merger of special purpose acquisition companies (SPACs), reportedly surged more than 150%, but is still down about 75% from its original offering price.

According to Peretti’s memo, BuzzFeed’s various creator businesses generate “tens of millions of dollars in revenue” and reach an audience of “well over 200 million.” For example, on Instagram, a collaboration between Tasty’s Creator Residents and Creator generated over 1 billion views of him in 2022. According to Peretti, more than 20% of his audience “consumes creator-generated content.”

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