Bluefocus Intelligent Communications Group Co, a renowned media and public relations firm in China, is planning to replace its copywriters and graphic designers with generative AI models like ChatGPT, according to a memo seen by Bloomberg News.
The firm, worth $3 billion, has approached Alibaba Group Holding Ltd. and Baidu Inc. to explore licensing their technology for this purpose, as reported by local media.
The news of this decision caused the agency's shares to surge by almost 19%, but the stock fell by over 6% on Friday.
New Wave of Generative of AI
The company plans to embrace the new wave of AI-generated content and stop spending on third-party copywriters and designers.
The move comes after OpenAI's ChatGPT quickly rose to popularity after demonstrating it can generate almost anything depending on the user's prompts. The popularity of such a tool has put a bigger spotlight on the growing field of generative AI.
The idea of AI replacing human workers has been a concern for years, and now Bluefocus's move to replace its copywriters and designers with generative AI models is raising alarms among media executives.
They fear that the use of creative chatbots could result in a loss of readers and advertisers, much like the impact of earlier internet innovations.
As a result, many are seeking ways to mitigate potential damage, including creating paywalled content and exploring legislative options.
The move by Bluefocus, however, shows that some companies are going in the opposite direction, embracing AI as an opportunity rather than a threat.
The company's website states that it serves clients such as Samsung and BMW, and this shift towards AI-generated content is likely to make the creation of content faster.
Bluefocus's move is a reflection of the current trend in the industry, where AI is increasingly being used to create content.
The technology can produce large amounts of content quickly and at a lower cost than humans. However, some experts believe that AI-generated content lacks a human touch, which may be necessary to resonate with audiences.
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AI's Impact on Jobs
Despite this, Bluefocus's decision is likely to prompt other companies to explore the use of generative AI models. This comes after new studies by OpenAI and Goldman Sachs found that AI has had a significant impact on the majority of jobs.
According to the study, up to 80% of the workforce could be impacted by the use of large language models (LLMs), such as generative pre-trained transformers (GPTs).
The study also found that 80% of the workforce might see at least 10% of their work affected by AI and that up to 20% of workers might see at least 50% of their occupations disrupted.
It also reported that several professions were highly exposed, including tax preparers, designers of websites, journalists, and many more, since AI can reduce task time.
According to the Goldman Sachs study, AI automation in the US and EU might affect up to two-thirds of current jobs.
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