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Playing With Words: The Use of GenAI by Advertising Copywriters
Abstract
Artificial Intelligence (AI) is a major driver of change in the advertising industry. Its impact has recently extended to the creative process within agencies through the implementation of Generative AI (GenAI) tools for producing images and texts. Advertising copywriters are beginning to incorporate GenAI tools into their daily work, but there are still few studies on how they use them. This research addresses this gap through an exploratory study of 20 questionnaires and in-depth interviews with professionals working in Spain. Results show that GenAI is currently viewed by copywriters as a complementary tool, particularly for searching for information and generating new ideas, but not as much for the writing process itself. The main perceived disadvantages are the lack of creativity and the lack of quality of the texts that GenAI is currently capable of producing. Moreover, advertising agencies often do not formally train their employees in the use of GenAI for copywriting, as they generally lack a strategic approach to leveraging these new technological advances.
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