BuzzFeed sells First We Feast for $82.5 million as it pivots towards AI-driven content

BuzzFeed’s decision to sell off its popular food and culture brand, First We Feast, for $82.5 million marks a significant shift in its business strategy as the company positions itself deeper into the realm of artificial intelligence-driven content production. The sale is part of BuzzFeed’s broader efforts to alleviate its mounting debt, which was reported to be nearly $124 million. The transaction is expected to reduce that burden by about $88.8 million, a crucial financial relief for the embattled media company.

BuzzFeed CEO Jonah Peretti commented on the sale, sayiing that it signifies an “important step in BuzzFeed, Inc.’s strategic transformation into a media company positioned to fully benefit from the ongoing AI revolution.” In a statement, he outlined plans for the company to invest in scalable and tech-enabled services, including launching new AI-powered experiences. These developments reflect an industry trend where traditional content creation methods are increasingly influenced by advancements in artificial intelligence.

The move to rely on AI comes amid a tumultuous period for BuzzFeed, especially following the closure of its award-winning news branch earlier this year. Analysts and industry observers are questioning whether BuzzFeed can generate sufficient consumer interest through AI-generated content, particularly as reports have surfaced suggesting that previous AI efforts invited criticism.

An investigation in March 2023 by Futurism found that BuzzFeed had been producing repetitive and poorly received travel guides using AI. This was further compounded by negative sentiment around a recipe-generating AI dubbed Botatouille, which failed to meet expectations.

Following the news of the sale, BuzzFeed’s stock reacted negatively, plummeting over 35 percent within a week. Such volatility reflects investor skepticism as the company navigates its “pivot to AI”. Previously, Peretti had promised that generative AI would replace considerable amounts of static content and reshape audience expectations towards dynamic and interactive media. However, the broader industry appears to still grapple with the capabilities of AI tools in replicating the personal touch that human content creators traditionally provide.

Critics have noted the juxtaposition of BuzzFeed shifting focus from valued media franchises like Hot Ones, which thrive on authentic human engagement, to a more automated content generation strategy. On a popular social platform, one user remarked on the irony of the situation, describing how a simple concept like a food interview show could generate immense value, while a media giant explores AI as a solution to its financial woes.

While the immediate financial relief from the sale of First We Feast is clear, the long-term viability of BuzzFeed’s AI-centric strategy remains uncertain. The company’s ongoing transformation in the face of adversity marks an intriguing chapter in the intersection of technology and media, with the outcome of BuzzFeed’s experiments in AI-driven content potentially influencing not only its future but also the wider landscape of news publishing and content creation.

Source: Noah Wire Services