BuzzFeed Unveils AI-Powered Quizzes: Why They Could Use a Humor Boost

BuzzFeed has launched its AI-powered quizzes, introducing six engaging options for readers, primarily themed around Valentine’s Day. Looking for help crafting the perfect breakup text or a quick pitch for a romcom featuring your favorite actor as the lead? These are just a couple of the “Infinity Quizzes” now available.

Each quiz follows a straightforward process. You select a quiz and answer a series of questions, providing Buzzy the Robot—an algorithm using OpenAI’s public API—with the information it needs to generate a personalized response. BuzzFeed describes Buzzy as “a really smart coworker that you can bounce ideas off of, always available and never eating at their desk.”

According to BuzzFeed, every quiz starts with a human writer who creates the framing, headlines, and questions. The unique outcomes you receive are a blend of the writer’s creativity and your input. “It’s a collaborative effort. Human creativity is always at the center of our work. With AI, we can produce infinite results tailored just for you,” the company states.

The results from Buzzy can be hit-or-miss. While I found the breakup text amusing, it took multiple attempts to generate responses that truly made me laugh. This experience underscores the challenge of teaching humor to AI. Still, BuzzFeed's approach showcases a more effective use of technology than some previous efforts, such as CNET's attempt to apply AI for financial explanations.

BuzzFeed’s venture into generative AI comes after the company laid off 12 percent of its newsroom in December. It’s not alone in this shift; the same week, Microsoft announced a multi-billion dollar investment in OpenAI’s text generation systems, revealing plans for AI-enhanced versions of Bing and Edge. Regardless of humor, generative AI is here to stay, shaping the future of content creation and engagement.