The Brag Media to trial AI generated content; CEO insists ChatGPT won’t replace journos

Publishing group The Brag Media will this week commence experiments to test the effectiveness and viability of using artificial intelligence in its articles.

The Brag Media CEO Luke Girgis took to LinkedIn yesterday to add his take to the chatGPT chatter that has been circulating on the networking platform over the past month.

Asserting his position that AI does not mark the end of the news writer, he revealed that The Brag Media would be taking a serious look at how it could integrate these technologies into its writing.

The Brag Media’s publishing titles include The Brag, Variety Australia, Rolling Stone Australia, Tone Deaf, The Music Network and more.

Mumbrella understands that the trial will be undertaken across a number of  the publisher’s verticals, utilising a range of technologies including chatGPT from next week.

Through the trial, The Brag Media’s editorial team will be able to use AI tools to help create SEO-forward content, but will not publish articles that are solely AI generated.

The articles produced be treated by The Brag Media’s editors as would any other work, including checking for plagiarism and accuracy.

The latter steps will be critical, with chatGPT’s creators noting that the technology’s limitations include sometimes writing “plausible-sounding but incorrect or nonsensical answers”, due to the fact the model is only knowledgeable of a limited amount of information.

The Brag Media declined to comment further, however plans to share the results of its AI trial in the coming weeks, with the possibility of the model being extended to other titles pending its success.

The Brag is not the first publication to delve into the possibilities of AI writers, with Futurism’s The Byte last week reporting that US digital publication CNET had been “quietly” using “automation technology” in a new series of financial explainer articles, as early as November last year.

The publisher did not make any formal announcement of the endeavor, which was instead picked up by online marketer Gael Breton in a Tweet posted earlier last week. Breton had identified a drop-down description of the author that revealed the article had in fact been “generated using automation technology”.

Debate regarding the uses and potential impacts of AI technology have been rife over the month of January, as marketers and tech experts offer their perspectives on whether AI written-content will make redundant the work of content specialists in the coming years.

Discussion has primarily revolved around chatGTP, an AI chatbot launched by OpenAI in November 2022, however other AI alternatives have proliferated in the weeks since.


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