LEARNING TO WORK WITH AI IN DIGITAL MEDIA COPYWRITING (DMC): A CASE STUDY ON INTRODUCING CHATGPT TO CORPORATE CONTENT CREATION

Authors

  • Aleksandar P. Kavgić

Keywords:

digital media, artificial intelligence (AI), ChatGPT, copywriting, workplace English (WE), case study

Abstract

The introduction of ChatGPT in late 2022 resulted in a paradigm shift within digital
media copywriting as a growing form of contemporary media, whereby artificial intelligence
(AI) has become an indispensable tool in content creation. This case study investigates the process
of introducing ChatGPT, a large language model, to corporate content creation and examines
its impact on human copywriters and their changing scope of work by means of measuring
the time logged for content creation and by a qualitative investigation of edits of the content draft
prepared by ChatGPT, as well as by means of interviewing the editors and authors. The study
was conducted in a corporate environment, with clearly defined voice and tone guidelines, where
ChatGPT was used to generate social media posts and blogs. The results of this case study show
that ChatGPT significantly reduced the time and effort required for copywriting, allowing copywriters
to focus on higher-level tasks such as fine-tuning the message, setting the proper voice
and tone, and coming up with better hooks. Additionally, ChatGPT generated content that was
found to be, on the whole, of similar or better quality to that produced by human copywriters,
demonstrating the potential of AI to augment human capabilities in content creation. As the
use of AI in content creation continues to expand, this study can serve as a baseline for further
investigations. Finally, it includes possible directions for copywriters’ and students’ up-skilling
efforts that enable them to work effectively with ChatGPT and similar AI tools.

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Published

2024-06-05

Issue

Section

ТЕМАТ ЈЕЗИК, КЊИЖЕВНОСТ, ПРОЦЕС 2023 / LANGUAGE, LITERATURE, PROCESS 2023