The Impact and Consequences of Artificial Intelligence in Copywriting
Veronica Provasi, Alexandre Freitas Duarte · Advances in business strategy and competitive advantage book series · 2024
The implications of artificial intelligence (AI) on content creation, especially the impact on copywriting remain little explored in Academia. This article aims to determine the ability of social media users to distinguish AI-generated content from human-crafted prose. Using a mixed methodology, this study combines qualitative insights from a focus group, with quantitative data (n=514) from an online experiment. Results indicate a discord in discernment skill based on the specific content pairs presented, with no overarching consensus on AI's detectability. This signifies how AI can be recognized if used by inexperienced hands, but it cannot if used correctly as a tool. The study revealed that participants consistently underestimated AI's capabilities, highlighting a gap between perceived and actual discernment abilities, and showing that participants with a writing background demonstrated a higher accuracy rate. This research emphasizes the need for a holistic understanding that integrates the technological prowess of AI and the intricate human factors influencing content perception