In a memo to staff, Chief Executive Jonah Peretti said he intends for AI to play a larger role in the company's editorial and business operations this year. The company said new AI-powered quizzes would produce individual results, such as a quiz to create a personal, romantic comedy movie pitch that would produce a unique, shareable write-up based on the individual's responses.
Mr. Peretti expects AI to assist the creative process and enhance the company's content while humans provide ideas, "cultural currency," and "inspired prompts." In 15 years, he wrote, he expects AI and data to help "create, personalize, and animate the content itself" rather than curate existing content.
Last year, BuzzFeed, which went public in late 2021 through a merger with a special-purpose acquisition company, moved to shrink its news division as it sought to make the business profitable and said it would be doubling its creator network. The company is getting paid millions of dollars by Facebook parent Meta Platforms Inc. to help generate creator content for Facebook and Instagram.