As the digital media company struck deals with Meta and made plans to incorporate AI tools into its product, the stock has jumped.

More than 5.7 million shares of BuzzFeed have been sold by Comcast in recent days as the stock has increased due to investor excitement over the artificial intelligence-focused agreements that the digital media company has made with Meta, the parent company of Facebook and Instagram, and OpenAI, the company behind ChatGPT and DALL-E.

Comcast disclosed the sale of 5,726,385 BuzzFeed shares between January 30 and February 1 in a regulatory report on Wednesday. The prices ranged from $2.75 to $3.465, $2.25 to $2.9275, and $2.15 to $2.6275, respectively.

In 2015, the entertainment division of Comcast, NBCUniversal, invested $200 million in BuzzFeed. The following year, the same amount was invested again. In a statement, the conglomerate revealed that as of Wednesday, it controlled more than 25.15 million shares of  BuzzFeed’s Class A Common Stock, amounting to a stake of 19.97 percent.

On Thursday, BuzzFeed’s stock rose more than 100% when CEO Jonah Peretti declared that the business would use the application programming interface from OpenAI to tailor quizzes and other content for its users. In a statement to the team, Peretti announced that starting this month, the “AI-inspired content” would leave the research and development phase and become “part of our main business.” According to a representative who spoke with The Hollywood Reporter, BuzzFeed won’t be using OpenAI’s interface to create news pieces.

“To be clear, we see the breakthroughs in AI opening up a new era of creativity that will allow humans to harness creativity in new ways with endless opportunities and applications for good,” Peretti wrote. “In publishing, AI can benefit both content creators and audiences, inspiring new ideas and inviting audience members to co-create personalized content.”

Also last week, The Wall Street Journal reported that Meta has struck a deal, valued at around $10 million, for BuzzFeed to make creator content for Meta platforms.

Before the latest run-up, BuzzFeed’s stock was trading below the $1 level and ranged in price from $0.64 to $5.71 over the previous 12 months. It ended trading on Wednesday at $2.18.

According to Cowen analyst John Blackledge, the stock’s rise is “underscoring the ascendance of generative AI, in our view,” in a report dated Jan. 26. The immediate advantage of BuzzFeed estimates is less certain.

“While we think AI could ultimately help BuzzFeed generate more content at a cheaper cost (and drive more engagement and advertising), timing and impact of their rising embrace of AI is uncertain at this stage,” the author said. Blackledge kept the stock with a “market perform” rating and a $2 price target.