AIGC's Critical Incident Study on E-commerce Copy Writing and Advertising
<p>I-Ching Chen, Xinna Lv</p> · Academic Journal of Business & Management · 2025
In the booming era of e-commerce, copy writing and advertising have become key elements in attracting consumers and promoting sales. While the involvement of AIGC (Artificial Intelligence Generated Content) has brought numerous conveniences, how to utilize AIGC to generate high-quality content for e-commerce copy writing and advertising has become a crucial issue in the e-commerce field. For e-commerce merchants, high-quality and compliant copy writing advertisements are core factors for increasing sales conversion rates. From the perspective of e-commerce platforms, guiding AIGC-generated copy writing advertisements can improve user experience. Furthermore, from the overall industry development perspective, it is more conducive to promoting the deep integration of AIGC and the e-commerce industry. This study uses the Critical Incident Technique to deeply explore users' experiences with AIGC in e-commerce platform copy writing advertisements. The research results show that users are highly satisfied with the efficiency and accuracy of AIGC in e-commerce copy writing advertisements, but less satisfied with issues such as severe homogeneity and lack of emotional content in AIGC-generated copy writing. Strengthening human review and intervention mechanisms can improve the quality of AIGC-generated e-commerce copy writing advertisements. It is hoped that the results of this study can help AIGC gradually improve in the field of e-commerce copy writing and advertising, creating a better e-commerce environment and economic value.