Image source: Fortune
Buzzfeed: Most individuals would be happy to finally have a vacation break and get away from their jobs but some may decide to put in more time at the office.
During the holidays, Jonah Peretti, co-founder and CEO of BuzzFeed, got the chance to study more about artificial intelligence.
Peretti is one of those people who is ready to experiment with the most recent technology.
He gained knowledge about AI’s operations through time and developed insights about how it may impact the media industry.
It is hardly unexpected given how regularly BuzzFeed has used AI.
Late last month, Peretti took some time to sit down in his California home and consider how the fundamental tenets of BuzzFeed may be applied to the developing field of AI writing technology.
In an interview on Thursday, Jonah Peretti mentioned that he and a few coworkers prototyped ways to leverage technology to improve interactive articles and well-liked quizzes, to name a few.
Peretti claimed to have enjoyed himself, saying, “It started to feel like we were all playing.”
Many Google docs were created as a result of their method as fun labor, which had implications for how BuzzFeed and the technology may be merged into the platform.
The docs indicate that Peretti might be able to expand it to additional formats.
Jonah Peretti officially announced on Thursday that as a result of the encounter, BuzzFeed will work with OpenAI, the brand established by ChatGPT.
Through their partnership, OpenAI is able to provide audience content while also integrating AI into their “core business.”
Peretti admitted that readers of the report might believe BuzzFeed was using robots to replace people.
He claimed that wasn’t the purpose for the technology, but he believed other companies will adopt that strategy.
“I think there are two paths for AI in digital media,” said Peretti.
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“One path is the obvious path that a lot of people will do– but it’s a depressing path – using the technology for cost savings and spamming out a bunch of SEO articles that are lower quality than what a journalist can do, but a tenth of the cost.”
“That’s one vision, but to me, that’s a depressing vision and shortsighted vision because in the long run, it’s not going to work.”
He continued, saying:
“The other path, which is the one that gets me really excited, is the new model for digital media that is more personalized, more creative, more dynamic – where really talented people who work at our company are able to use AI together and entertain and personalize more than you could ever do without AI.”
Jonah Peretti views artificial intelligence (AI) as a tool to help his staff operate more effectively, not as a replacement.
The company used the BuzzFeed quiz to explain Peretti’s specific goal.
Utilizing the users’ input, humans create the questions and responses for them.
With AI, staff workers may instead respond to visitors’ questions while the program creates extremely personalized responses.
For instance, the user may complete a brief questionnaire while the AI utilizes the data to produce a short piece of RomCom composition.
“We don’t have to train the AI to be as good as the BuzzFeed writers because we have the Buzzfeed writers,” Peretti explained.
“So they can inject language, ideas, cultural currency and write them into prompts and the format.”
“And then the AI pulls it together and creates a new piece of content.”
A different path
Jonah Peretti has no interest in replacing human journalists with artificial intelligence to generate news articles.
He highlighted how disastrous the effects were for the tech publication CNET.
“There’s the CNET path, and then there is the path that BuzzFeed is focused on,” said Peretti.
“One is about costs and volume of content, and one is about ability.”
“Even if there are a lot of bad actors who try to use AI to make content farms, it won’t win in the long run,” he continued.
“I think the content farm model of AI will feel very depressing and dystopian.”