Learning to Work With AI in Digital Media Copywriting (Dmc): A Case Study on Introducing Chatgpt to Corporate Content Creation

The introduction of ChatGPT in late 2022 resulted in a paradigm shift within digital media copywriting as a growing form of contemporary media, whereby artificial intelligence (AI) has become an indispensable tool in content creation. This case study investigates the pro- cess of introducing ChatGPT, a large language model, to corporate content creation and exam- ines its impact on human copywriters and their changing scope of work by means of measuring the time logged for content creation and by a qualitative investigation of edits of the content draft prepared by ChatGPT, as well as by means of interviewing the editors and authors. The study was conducted in a corporate environment, with clearly defined voice and tone guidelines, where ChatGPT was used to generate social media posts and blogs. The results of this case study show that ChatGPT significantly reduced the time and effort required for copywriting, allowing copy- writers to focus on higher-level tasks such as fine-tuning the message, setting the proper voice and tone, and coming up with better hooks. Additionally, ChatGPT generated content that was found to be, on the whole, of similar or better quality to that produced by human copywriters, demonstrating the potential of AI to augment human capabilities in content creation. As the use of AI in content creation continues to expand, this study can serve as a baseline for further investigations. Finally, it includes possible directions for copywriters’ and students’ up-skilling efforts that enable them to work effectively with ChatGPT and similar AI tools.