Shifting job expectations in the era of generative AI hype – perspectives of journalists and copywriters

Purpose This interview study examines Hungarian journalists' and copywriters' expectations of generative AI’s impact on their professions and factors influencing these views during a period of hype. Design/methodology/approach While acknowledging the specialized knowledge of journalists and copywriters relative to the general public, the study employs the sociology of expectations framework to interpret their anticipations not as objective forecasts of the future, but rather as phenomena shaped by diverse influences. The research comprises 30 semi-structured interviews conducted in spring 2023 to explore these expectations and their contributing factors. Findings Results reveal ChatGPT’s media coverage as pivotal, encouraging the professionals interviewed to experiment with AI, reassess their roles, and cause a shift in their job expectations. At the same time, this shift was limited. Skepticism about hyperbolic media formulations, their own experiences with ChatGPT and projecting its constraints into the future, contextual factors, and optimism bias contributed to moderating their expectations. They perceived AI as an enhancer of efficiency and quality, not as a radical disruptor. Copywriters were more open to integrating AI in their work, than journalists. Research limitations/implications The results underscore the importance of further research to explore subjective experiences associated with technological change, particularly considering their complex social, psychological, and cultural influences. Originality/value The study uniquely contributes to the sociology of expectations by highlighting how a complex interplay of factors can shape professionals' anticipation of the impact of AI on their careers, including optimism bias and media hype.