Over the holidays while most media executives were perhaps looking to get away from work, BuzzFeed's CEO was online, immersed in experimenting with artificial intelligence.
SAN FRANCISCO -- Over the holidays, while most media executives were perhaps looking to get a reprieve from work, Jonah Peretti was online, fully immersed in experimenting with artificial intelligence.
In a phone interview Thursday, Peretti said that as he and a handful of colleagues prototyped how the technology could be used to enhance the site's hallmark quizzes, interactive articles and other types of content, he found himself genuinely having fun.That"playful work," as he described it, soon"led to multiple Google docs full of the implications of the technology and how [BuzzFeed] could build this into our platform and how we could extend it to other formats.
"The other path," Peretti continued,"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."
"We don't have to train the AI to be as good as the BuzzFeed writers because we have the BuzzFeed writers, so they can inject language, ideas, cultural currency and write them into prompts and the format," Peretti said."And then the AI pulls it together and creates a new piece of content."
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