Major Chinese advertising agency fires copywriters and designers, replacing them with ChatGPT

In mid-April 2023, it became known that the Chinese PR company Bluefocus Intelligent Communications decided to replace its copywriters and graphic designers with generative AI models, including ChatGPT.

According to an internal memo from employees at Bluefocus Intelligent Communications, seen by Bloomberg, the company has asked Alibaba Group and Baidu to ensure their technology is licensed. The company is also implementing ChatGPT.

Major Chinese advertising agency fires copywriters and designers, replacing them with ChatGPT

Bluefocus Intelligent Communications is one of the most prominent marketing agencies in China with 5,000 employees worldwide. The agency has 100 offices in more than 10 countries. The company provides a wide range of marketing and brand management services in such areas as advertising, media, social networks, PR, design, branding, e-commerce and mobile solutions, more than 1,000 leading Chinese companies.

To embrace the new wave of content being created by AI, from today we decided to stop all costs for copywriters and designers, says an internal memo from Bluefocus Intelligent Communications.

According to Bloomberg, business leaders around the world were exploring options for using AI, since ChatGPT from OpenAI demonstrated the ability not only to give answers like human ones, but also to create poetry, write essays and fiction from scratch. But Bluefocus Intelligent Communications, which said on its website that it serves customers like and Samsung , BMW can move in that direction faster than most other companies in the world. Media executives especially see generative AI as an existential new threat, fearing that the creative chat boats will steal readers and advertisers, as early internet innovations did. Many are looking for ways to mitigate the effects, such as through closed-door content or legislation.^[1]

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