AI-created advertising copy is equivalent to 2.47 years of work experience, and consumers cannot tell the difference｜AI Marketing Frontier

文｜Azhi

Editor｜Wang Xiaokun

In the field of advertising and marketing, the current copywriting ability of artificial intelligence is equivalent to 2.47 years of human experience. Although humans are still stronger than artificial intelligence in copywriting creativity and insight, the latest experimental results show that In terms of the identity of copywriting creators, industry experts/workers can distinguish between artificial intelligence and humans, but consumers can no longer distinguish distinguish.

The above conclusion comes from the latest paper "Artificial Intelligence and Humanity" published by China Renmin University, Ningbo University and Miaozhen Academy of Marketing Science in "Business Economics and Management" A comparative study of creativity: based on the dual perspectives of experts and consumers" (hereinafter referred to as the "research").

"Research" focuses on the field of advertising and marketing. It sets a total of 10 advertising copywriting tasks, covering 7 different industry directions. Each task includes the creation results of both human copywriters and artificial intelligence copywriters. It adopts a double-blind experiment method and recruits Experts (60 people, including marketing practitioners and university marketing teachers) and consumers (1,707 people) evaluated the differences in copywriting capabilities between artificial intelligence and humans.

Example of task prompts input to artificial intelligence, picture source paper

Artificial intelligence can replace junior advertising copywriting, and there is no significant difference in the test results of large-scale model applications at home and abroad

Let’s look at the research results specifically.

In terms of copywriting recognizability, experts have a certain ability to distinguish, and can correctly distinguish between human copywriting and artificial intelligence copywriting in 59% of cases; but consumers cannot distinguish the identity of the creator, and copywriting written by artificial intelligence can correctly distinguish in 55% of cases. were mistaken for human writing (definitely human or possibly human), while only 53% of human copywriting was mistaken for human writing. That is, the copywriting created by artificial intelligence has reached a state where consumers cannot distinguish it. In a sense, it has "passed the Turing test of copywriting."

Image source paper

Judging from the working years of copywriting matching, expert evaluation results show that the copywriting generated by artificial intelligence this time corresponds to 2.47 years of experience (standard deviation 1.58 years), while the corresponding years of experience of human copywriting from college student entries is 3.83 years (standard deviation 2.19 years). That is, the working years corresponding to the current human copywriting ability are still higher than that of artificial intelligence.

Image source paper

Experts evaluate the professionalism of copywriting based on five dimensions: clear and complete, easy to understand, creativity, consumer insights and business insights, and perform variance analysis on the results. The conclusion shows that in 10 advertising copywriting tasks, the professional ability score of human copywriting is still higher than that of artificial intelligence, but when it comes to various professional ability dimensions, artificial intelligence copywriting is better in terms of "clear and complete" and "easy to understand" There is no significant difference between the scores and human copywriting. Even ChatGPT and Wenxinyiyan have higher ability evaluations than human copywriting in the latter, but they are still significantly lower in the three dimensions of "creativity", "consumer insight" and "business insight". Humanity.

Image source paper

Unlike the expert evaluation dimension, consumers cannot distinguish the identity of the copywriter, and the analysis is mainly based on the perception evaluation dimension. The conclusion shows that the scores of human copywriting and the two artificial intelligence copywriting are very close to each other in terms of consumer perception level. Specific to the comparison of various sub-dimensions of consumer perception, human copywriters only perform better on a few tasks, and there is no significant perception difference in most tasks, even in "easy to understand", "relevance", The score on "willingness to share" is low, and consumers have a better perception of artificial intelligence copywriting.

Image source paper

It is also worth noting that the 20 artificial intelligence creative copywriting in the "Research" come from ChatGPT and Wenxinyiyan (10 each), but in the above-mentioned expert and consumer evaluation and analysis conclusions, ChatGPT and Wenxinyiyan There is no significant difference in professional abilities between Xin Yiyan and Xin Yiyan. This means that, at least in the field of advertising copywriting creation, the current domestic and foreign large-scale model applications have similar capabilities at this professional level.

The marketing industry is facing "technological unemployment", and human-intelligence collaboration will create a new batch of job demands

The daily work in the advertising and marketing industry revolves around the purpose of communication, which is naturally "open" and can be defined as "exposed" work activities, making it easier to be pre-trained and absorbed by large models. This means that due to the development of artificial intelligence, jobs and professional content involving artificial intelligence will be more likely to be replaced in the future, and this impact has already begun to appear.

Although human copywriters currently have advantages in professional dimensions such as creativity and insight, and their years of experience are rated higher than those of artificial intelligence, the "Research" team also pointed out that "Considering that the speed of improvement in human professional capabilities may be far Far slower than the improvement rate of artificial intelligence, perhaps humans’ lead in this ability will disappear in the near future." And as the capabilities of artificial intelligence "emerge" and "prompt words" become more and more perfect, The creative output capabilities of artificial intelligence will surely be further improved.

According to a survey of 1,000 U.S. business leaders by third-party platform Pollfish, 49% of companies are currently using ChatGPT, and 25% of companies have saved more than $75,000 by using ChatGPT.

Regardless of ChatGTP or Wen Xinyiyan, the implementation and iteration speed of large models and applications in various fields at home and abroad are changing with each passing day. Standing at the node of the transformation of the marketing industry, the development of generative artificial intelligence will bring a new round of human capital replacement and almost become Industry consensus. The research team believes that due to the high efficiency of artificial intelligence and the uninterrupted rhythm of working 24 hours a day, the "technical unemployment" brought by artificial intelligence to the marketing industry will dominate, but it will also create new jobs such as Chief Artificial Intelligence Officer (CAIO), AIGC work processor, AI trainer, etc., human-intelligence collaboration will become the mainstream of the marketing industry.

You can obtain an excerpt from the full version of "A Comparative Study of Artificial Intelligence and Human Creativity: Based on the Dual Perspectives of Experts and Consumers" by contacting the editor.

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