Copypaste, Copycat or Copywrite? : Exploring the impact and domestication of Artificial Intelligence in the Copywriting Profession

Sammanfattning

Artificial Intelligence (AI) is a global technology that facilitates and automates repetitive tasks to relieve humans of labour. Technological advances and efficient content production are set to significantly impact creative text producers, potentially redefining, replacing, and restructuring narrative practices. Through qualitative, semi-structured interviews with eight active copywriters in the communication and marketing industry, this study took its foundation from domestication and acceleration theory to research how AI impacts the profession. The results revealed that initial negative attitudes decreased as knowledge and familiarity with AI increased, as it was experienced that AI produces low-quality content, and increased confidence and the realization that a copywriter will never be replaced entirely. However, AI will likely continue to change the profession towards editorial, analytical, and strategic work rather than pure text production. AI is perceived to streamline repetitive tasks and enhance productivity, but raises ethical concerns and the fear of professional redundancy. AI is perceived as an additional digital colleague but stresses the irreplaceable value of human creativity, critical thinking, and emotional intelligence. The results highlight societal and gendered inequalities, the stress of technological acceleration, and the potential risks of over-reliance on AI. Critical reflection, education, and precise regulation must ensure that technological progress aligns with human values and sustainable professional development.