Jonah Peretti, the chief executive of BuzzFeed, has reversed his earlier enthusiasm for artificial intelligence, now arguing that the technology is undermining human agency and contributing to social division. In a recent blog post, Peretti described a future where AI strips people of control, devalues labor, and creates discord as already present, blaming large technology companies for pushing media outlets to produce what he calls SNARF content—an acronym for stakes, novelty, anger, retention, and fear.
Peretti's shift is notable given his previous statements. In May 2023, he announced that AI would “replace the majority of static content,” and he boasted that AI-generated material was outperforming human-produced work. BuzzFeed has since used AI extensively, appending notes like “This post was enhanced with AI creativity tools” to many articles, including quizzes and travel guides that critics have described as low-quality.
In his post, Peretti wrote that tech companies have “already shipped the dystopian AI future many people are worried might come in the future.” He cited examples such as a “MAGA President that spews SNARF” and a “woke counter-culture that celebrates the assassination of a health insurance executive,” arguing these reflect the manipulative dynamics he criticizes.
Alongside the critique, Peretti announced the launch of BF Island, a new social media platform intended to “spread joy and enable playful creative expression.” According to Axios, the platform will allow users to create and share content using AI. This move has drawn skepticism, as it relies on the same technology Peretti now condemns.
Critics Point to Contradictions
Observers have noted the irony in Peretti's position. BuzzFeed has faced multiple rounds of layoffs, and its stock value has fallen sharply over the past four years. Peretti's blog post does not address his own role in these developments, instead attributing the media's problems to tech platforms. He wrote, “It is hilarious to me that so many people still blame 'The Media' when the behaviors of the media are largely shaped by the much larger tech platforms, who distribute most of the world's content, despite being mostly disinterested in the content itself.”
Peretti's critique does contain valid points. Tech companies have long influenced media behavior through algorithms that reward sensational content, creating a feedback loop that amplifies outrage. However, his proposed solution—another AI-powered platform—has been met with skepticism, especially given Meta's recent struggles with AI-generated users and engagement bait on its own platforms.
Whether BF Island can succeed where other AI-heavy initiatives have faltered remains uncertain. Peretti's manifesto, while critical of the current ecosystem, does not offer a clear departure from the practices he now decries. For now, the announcement has generated more questions than answers about the future direction of BuzzFeed and its CEO's evolving stance on AI.
