This study examines how new technologies, particularly generative artificial intelligence (AI), have become an innovative tool for communicators and how it affects their productivity and creativity. Through a combination of literature review, theoretical frameworks, and empirical research, we analyze how communicators integrate generative AI into their work process and how this affects their workflow and conditions. The study is based on the following questions: How are software-based text chat robots used by communicators in their professional role; To what extent do communicators perceive that there is an impact on creativity and productivity when co-writing between human and machine; What opportunities and challenges do communicators imagine that software-based text chat robots can contribute to? The findings indicate that generative AI has the potential to transform the communications industry by increasing efficiency and freeing up time for more strategic thinking and creativity. Communicators report increased productivity and that generative AI has the ability to help communicators manage large text bases in an agile way. At the same time, the study also identifies challenges and potential risks with the use of generative AI. Among these challenges are issues related to ethics, quality assurance and the need to maintain human control and creative input in the creation process. Communicators are aware of these challenges and emphasize the importance of balancing automation with human skills and insight. Finally, the study highlights the opportunities and challenges of the use of generative AI for communicators and identifies areas for future research and development. By understanding the potential benefits and limitations of this technology, communicators can develop strategies to maximize its positive effects and manage its challenges effectively.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-222985 |
| Date | January 2024 |
| Creators | Palomaa, Anton, Berggren, Lukas |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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