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In early 2023, BuzzFeed made waves by leaning into generative AI to power its iconic personality quizzes. It was a bold move during a time when AI hype was off the charts. But what followed wasn’t magic—it was mediocrity.
The quizzes lacked charm, edge, and the internet-savvy tone BuzzFeed was once famous for. Audiences noticed. Critics slammed the effort as lazy and soulless. Instead of saving the company’s content strategy, AI became a symbol of its creative decline.
AI Isn’t a Creative Genius-Yet
AI is excellent at remixing, scaling, and summarizing. But inventing? Connecting emotionally? Being funny? That’s still a human edge.
BuzzFeed’s mistake wasn’t in using AI—it was in thinking it could replace the very thing that made their brand matter: a unique editorial voice shaped by pop culture, internet trends, and irreverent human humor.
Human + AI: A Better Way
The real opportunity in 2025 isn’t about swapping out humans for machines. It’s about blending the two intelligently.
- AI can draft headlines. Humans can punch them up.
- AI can generate quiz structures. Humans can inject irony, nuance, and tone.
- AI can analyze what’s working. Humans can use that insight to create better stories.
The future of content isn’t AI-only. It’s AI-assisted, human-led.
What’s BuzzFeed Doing Now?
After the backlash, BuzzFeed adjusted its approach. The company didn’t abandon AI entirely—but it did course-correct. In 2024 and into 2025:
- It refocused on hybrid editorial models, where AI supports research or formatting, but writers bring the heart.
- It leaned back into human-curated viral content, re-engaging audiences who’d lost faith in the brand.
- BuzzFeed Studios began exploring AI tools in video scripting and editing, alongside writers—not instead of them.
There’s a larger lesson here: embracing AI doesn’t mean erasing human creativity. The winners are the ones who balance both.
What This Means for Businesses Using AI
AI is no longer a novelty—it’s a tool. But like any tool, its impact depends on how you use it.
Here’s what businesses should keep in mind:
- Creativity does not equal Efficiency. AI can scale output, but creativity takes intuition and taste.
- Brand Voice Still Matters. AI doesn’t understand tone, sarcasm, or subtext the way humans do.
- Experiment, But Don’t Abdicate. Let AI assist, not dictate your creative direction.
- Audit for Quality, Not Quantity. Just because AI can produce 100 pieces a day doesn’t mean it should.
What’s Next?
The truth is, we’re still early in the AI-content game. Tools are evolving fast. In a year or two, we may see AI become more sophisticated at mimicking creativity. But that doesn’t mean it will feel authentic.
For now, the brands that thrive will be the ones who understand this:
AI is the co-pilot. But creativity still drives.
Final Thought
BuzzFeed’s AI stumble wasn’t a failure of technology—it was a failure of understanding what makes content stick. As AI becomes more integrated into every business, the key lesson remains: creativity can’t be automated. Not fully. Not yet.
And when it can… We’ll probably still prefer the version that makes us laugh, pause, or feel something real.
