The Chicago Journal

BuzzFeed wants to take advantage of AI

Image source: Variety

Buzzfeed: The majority of people would be relieved to finally take time off from work, but others would elect to spend extra in the office.

Jonah Peretti, co-founder and CEO of BuzzFeed, had the opportunity to learn more about artificial intelligence during the holidays.

Peretti is one of those individuals willing to explore cutting-edge technologies.

Over time, he learned more about how AI functions and gained understanding of potential effects on the media industry.

Given how frequently BuzzFeed has employed AI, it is hardly surprising.

Late last month, Peretti took some time to reflect on how the core values of BuzzFeed may be applied to the emerging field of AI writing technology while at his California home.

The news

Jonah Peretti said in an interview on Thursday that he and a few employees prototyped methods to use technology to enhance popular quizzes, interactive articles, and other things.

Peretti asserted that he had fun, saying, “It started to feel like we were all playing.”

As a part of their approach of treating it as fun work, many Google docs were produced, which had ramifications for how BuzzFeed and the technology may be integrated into the platform.

According to the documents, Peretti might be able to expand it to other configurations.


Jonah Peretti formally said on Thursday that BuzzFeed will collaborate with OpenAI, the company founded by ChatGPT, as a result of the experiences.

In addition to incorporating AI into their “core business,” OpenAI is able to produce audience content thanks to their partnership.

Peretti acknowledged that some readers of the headline would think BuzzFeed was replacing people with machines.

Although he insisted it wasn’t the technology’s intended use, he thought other businesses would follow such a path.

“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 sees artificial intelligence (AI) as a tool, not a substitute, to help his team work more efficiently.

BuzzFeed quiz

The business utilized the BuzzFeed questionnaire to outline Peretti’s precise objective.

Humans construct the questions and answers using the users’ input.

Instead, staff members might use AI to develop highly tailored solutions when the application answers visitor queries.

For instance, the user may respond to a small survey while the AI uses the information to create a brief piece of RomCom content.

“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 using artificial intelligence to produce news stories in place of actual journalists.

He emphasized how badly CNET, a tech newspaper, was affected.

“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.”

Opinions expressed by The Chicago Journal contributors are their own.