Problemformulering och syfte: The purpose of this study was identifying how generative AI, specifically ChatGPT, has impacted Swedish copywriters since its release in November 2022, up until April 2023. Metod och material: In this qualitative study, individual interviews were conducted with a pool of 8 interviewees. The transcribed interviews were coded, then analyzed through an operationalisation of a wide variety of studies, as well three distinct theoretical models. They were: Diffusions of Innovations theory, Technology Acceptance Model, and Cultural-Historical Activity theory. Huvudresultat: Across the eight interviews, most of the interviewees explained that they had tried, and in many cases integrated ChatGPT into their work. This occurred regardless of how they previously viewed new technology. Many, however, were of the opinion that ChatGPT despite several benefits was a service plagued by a multitude of flaws, rendering it incapable of posing an existential threat to the profession, nor did it provide enough benefits to herald a paradigm shift. Yet, ChatGPT still provided enough value to constitute, in some cases, near daily use. In almost all cases, the organizations in which these copywriters currently worked lacked a cohesive plan to educate their creatives in applying generative AI effectively. Despite some organizations encouraging collaborative learning, a noticeable gap in practice was identified – something that we argue had some noticeable effect on the overall perception and in some cases the user experience of ChatGPT. This study concluded by providing an urgent call for furthering our collective understanding of the impact of generative AI in the field of commercial writing and communications as a whole.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:miun-48880 |
| Date | January 2023 |
| Creators | Almqvist, Douglas, Mehari, Aron |
| Publisher | Mittuniversitetet, Institutionen för kommunikation, kvalitetsteknik och informationssystem (2023-) |
| 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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