ISSN: 2222-6990
Open access
Artificial Intelligence is the way of life in the current world. Not one day goes by without the use of artificial intelligence. Therefore, it is no surprise that artificial intelligence is used to do work as well. However, how good can it be? In the current disruptive era, it is difficult to create an advertisement that can appeal to human emotions. So how can we appeal to human emotions? With human intelligence of artificial intelligence? This research will analyse and identify whether human intelligence or artificial intelligence can create better advertising copy to attract the human emotions. A qualitative research of content analysis and interview will be used in this research. The same 5 creative briefs will be given to a copywriter and ChatGPT simultaneously and they would need to create disruptive copy for 5 different brands. In an interview, the copy created by the copywriter and ChatGPT is then shared with 5 random audience for them to share their preferred copy. Bandura’s 1980 Social Cognitive Theory is used to identify the influence the society has in helping the copywriter write copy, and ChatGPT using existing information on the internet to create the copy. It is hoped that the findings show that human intelligence has more resilience in the disruptive era of advertising as humans understand emotions and current trends faster and adopt to social factors. Future research can be focused on using artificial intelligence together with human intelligence to create disruptive copy as in the future, eventually we would be using artificially intelligence in our work and evolve the advertising industry together.
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