BuzzFeed Debuts AI Quizzes in Its First Use of the New Technology
BuzzFeed Inc. debuted a new line of quizzes that use artificial intelligence to respond to readers, the media company's first attempt to make money from the new technology.
On Tuesday, BuzzFeed published quizzes, a format that the company is perhaps best known for, that respond using AI. One, related to Valentine's Day, is sponsored by the yard-care giant Scotts Miracle-Gro Co. and suggests which type of plant would make an ideal romantic partner. Others let readers write a romantic comedy or a breakup message using AI.
While BuzzFeed quizzes usually involve multiple-choice questions, the AI-assisted versions let readers enter a word or phrase, creating more personalized results and more outcomes, according to Jess Probus, senior vice president of editorial.
“With this, we have the ability to have an infinite number of results,” Probus said.
BuzzFeed hopes the strategy will create more-engaging quizzes, ultimately boosting advertising and subscription revenue. One quiz is only available to subscribers of BuzzFeed+, which offers ad-free content for $2.99 a month.
BuzzFeed is paying to use software made by OpenAI, a company whose artificial intelligence tool, ChatGPT, has captivated the business world since its introduction in November.
In a recent memo to staff, BuzzFeed Chief Executive Officer Jonah Peretti said “AI-inspired content” will become “part of our core business” this year. Breakthroughs in artificial intelligence will be “opening up a new era of creativity,” he added.
BuzzFeed shares more than doubled on Jan. 26 on news that the company plans to use AI to help produce some content. The stock is down about 80% since it went public in December 2021.
In the third quarter of last year, the company
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