AI innovation amid economic challenges

The partnership with Sprite dovetails neatly with the brand identity of Complex Media—a music and culture publisher emphasizing hip-hop whose parent company, BuzzFeed Inc., has historically pushed the envelope of digital media.

The innovative concept casts a halo effect on both publisher and brand, according to Josh Rosenberg, the chief executive of creative firm Day One Agency. BuzzFeed Inc. has also positioned its embrace of artificial intelligence as part of its broader spirit of experimentation, helping it to—so far—avoid the negative associations of the technology. 

But the campaign comes during challenging periods for both Complex Media and BuzzFeed Inc. 

In June, The Information reported that BuzzFeed Inc. has explored selling Complex Media, which it acquired for $300 million in late 2021. Meanwhile, BuzzFeed has been forced to navigate a shifting landscape of digital traffic in which social media platforms deliver a dwindling supply of readership. 

These realities, set against a moribund advertising economy, led BuzzFeed Inc. to shutter BuzzFeed News in April, and its stock price has dropped so low that the company is at risk of being delisted in November.

“Brands want to be first,” Rosenberg said. “This is a great way to test, learn and lead the conversation.”