Kommunikatörers upplevelser av generativ AI : En kvalitativ studie om kommunikatörers upplevelser och erfarenheter av generativ AI i sitt dagliga arbete

Sammanfattning

This study explores how communication professionals use and experience generative artificial intelligence (GAI) in their daily work. GAI refers to advanced AI tools that generate content such as text, images and ideas based on user prompts. These tools are becoming more common in creative and communication industries, changing how work is done by offering new ways to improve productivity, creativity, and efficiency. However, using these tools raises questions about how professionals feel about them and how they use them in their jobs. The aim of this study is to understand communication professionals' views on GAI, what affects its use, and how it changes their work processes. A qualitative approach was used, with interviews from eight professionals in different fields. The research looks at both the benefits of GAI and the challenges users face when using it in their everyday work. The findings show that professionals see GAI as a helpful tool for tasks like summarizing, translating, and coming up with creative ideas, helping them save time and improve their work. Despite its benefits, there are still challenges, like worries about information accuracy, keeping the brand's tone consistent, and ethical issues. The respondents pointed out the need for more training to get the most out of GAI and to build the skills needed for using it effectively. This study concludes that although GAI has great potential to improve communication work by increasing productivity and creativity, it still needs human oversight, critical thinking, and technical skills. The research highlights the importance of adding GAI-focused education and training to professional development to help communication professionals use these tools confidently and skillfully.