Don Draper aside, at least one agency thinks AI can come up with better ads than humans.
According to an internal staff memo obtained by Bloomberg News, Bluefocus Intelligent Communications Group Co. plans to replace outside copywriters and graphic designers with generative AI models like ChatGPT. The $3 billion company, one of China’s most prominent media and public relations firms, has reached out to Alibaba Group Holding and Baidu to consider licensing the technology, local media including Yicai have previously reported. reported.
News of the memo sent the agency’s stock soaring nearly 19% at the peak of Thursday’s trading, but gave up about half of those gains by the close, dropping more than 6% on Friday. A company representative could not be reached for comment.
According to an internal memo, “To embrace the new wave of AI-generated content, we have decided to stop all spending on third-party copywriters and designers, starting today.”
Business leaders around the world have explored use cases since OpenAI’s ChatGPT demonstrated that not only can it provide human-like responses, but it can also compose poetry, create essays and pen fiction from scratch. I was. But Bluefocus, which said on its website that it serves clients like Samsung and BMW, may be moving faster than others.
The fear that AI will replace humans has permeated nearly every industry for years. Media executives in particular see generative AI as a new existential threat, fearing that creative chatbots will steal readers and advertisers, as previous internet innovations have done. increase. Many companies are looking at ways to mitigate their impact, such as through walled content and laws.
Bluefocus is going in the opposite direction.
