Don Draper, at least one agency, thinks that AI can create better ads than humans ever could.
Bluefocus Intelligent Communications Group Co. plans to replace its external copywriters and graphic designers with ChatGPT-like generative AI models, according to an internal staff memo seen by Bloomberg News. China's $3 billion company, one of China's top-notch media and public relations outfits, has reached out to Baidu Inc. and Alibaba Group Holding Ltd. to explore licensing their technology, local media including Yicai reported yesterday.
The news of the memo triggered a near 19% surge in the agency s shares at the peak of trading on Thursday, though the stock gave up about half those gains by the close and fell more than 6% Friday. The company's spokeswoman was not available for comment.
To embrace the new wave of AI generated content, starting today we ve decided to halt all expenditure on third-party copywriters and designers, according to the internal memo.
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Businesses worldwide have explored applications since ChatGPT, a tool developed by OpenAI, demonstrated an ability to not just provide human-like answers but also create poetry, write essays and pen fiction from scratch. Bluefocus, which said it serves clients such as Samsung and BMW, may be moving faster than most.
For years, fear of AI replacing human beings has persisted in most every industry. Media executives, particularly, view generative AI as a new existential danger, worried that creative chatbots will steal readers and advertisers, much as previous internet innovations did. Many are looking for ways to mitigate the fallout, for example through walled-off content or legislation.
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