AI – maskinen med guldpennan? : En studie om hur användningen av artificiell intelligens påverkar det kreativa arbetet hos en copywriter

Sammanfattning: Through interviews with copywriters, this essay examines how AI technologies may influence the creative process their work. We must also look at whether AI can be creative in order to provide an answer to the study topic. Therefor the paper explores the concept of creativity.The conclusion according to the study, shows that AI can be creative when collaborating with humans. For a copywriter, using AI streamlines and simplifies their process. The study also demonstrates that co-creativity, or human and AI collaboration in the creative process, is advantageous to both copywriters and AI.Furthermore, the study demonstrates that copywriters are not necessarily threatened by AI. Certain simple aspects of the process, such swiftly collecting and compiling data, can be replaced by AI systems. A collaboration primarily shows beneficial consequences for a copywriter. They have more time for creativity in their job process. Although most of the study's interviewees are supportive of a wider use of AI technologies in the media sector, there are concerns regarding AI's limited capacity for critical engagement with its own creations. It is also argued that AI lacks other crucial characteristics like warmth and soul, which are essentials aspects of creativity.