Introduction
The development of modern technologies is due to the improvement of the working and living conditions. Thus, artificial intelligence (AI) and copywriting have been actively explored recently. Artificial intelligence is designed to constantly learn and fulfill requirements that would take humans much longer. Thus, this tool allows to perform tasks that require active analysis of large data sets much more efficiently. Over the years of development, AI has become an integral part of the work of many industries, such as robotics, automotive, transportation, and finance. At the same time, it is essential to consider the many legal requirements that still do not fully regulate the use of AI by different departments.
One of the existing problems associated with using artificial intelligence is copyright. It was created to regulate the ownership process of various forms of creativity and formal documents with the people who created them. Copyright ensures that only the creator has all the exclusive rights to their copyrighted content. It is not known precisely how the provisions for AI-generated content should be regulated. The rights to objects of art or scientific works created with the help of AI cannot be fully covered by this legislation and therefore require the development of new rules. However, such problems are not barriers compared to this innovation’s benefits.
The works that AI creates are formed by machine algorithms that cannot create original content but rely on existing works. This is the crucial difference between this technology and the creation that humans make. Based on already existing creations is a risk that they may not be completely original. Because of this, it is crucial to consider the author’s content on the original work with which the AI creates its work.
Due to the above reasons, companies that own artificial intelligence programs may have copyright issues. Copyright holders of certain types of art that AI uses for learning can file claims with companies that manage artificial intelligence. This is due to the fact that artificial intelligence copywriting cannot always meet all the required standards of originality. Because of this, problems may arise in order to use texts written by AI for some business or personal purposes. In some cases, the degree of ownership of AI-generated content may be governed by the degree to which information is borrowed from other sources. This could form the basis for creating new legislation that would address the issues raised by AI plagiarism.
Literature Review
Much attention in the scientific community is paid to the basics of using AI in creating and promoting advertising based on copywriting. For this, the study of many algorithms AI uses for copywriting texts is also used (Chen et al., 2019). In this area, the authors consider AI as a replacement for many processes that require significant efforts from people. Artificial intelligence cannot, in all areas, completely creatively transform processed content. Because of this, the copywriting process can be considered monotonous and not bring enough feedback in advertising. Some researchers, such as Chen, Xie, Dong, and Wang, believe that the topic of using artificial intelligence for copywriting is not fully disclosed. In this regard, further consideration is needed in writing AI papers.
Advertising intersects closely with marketing, where the impact of AI is also significant enough to warrant study. Such authors present scientific papers on this topic as Shih, Cheng, Chen, Xie, Dong, and Wang. They managed to develop effective systems for studying texts and their impact on companies’ ultimate goals (Shih & Cheng, 2022; Chen et al., 2019). Marketing and product promotion has become one of the main areas of use for AI. In this regard, it is essential to analyze in detail all the aspects that allow artificial intelligence to convert an existing text into an original work. It must, however, use suitable given requirements to work productively as a means of promotion. Marketers need to use original content to promote products effectively. At the same time, the use of AI can significantly increase the practical component of the work and tasks of marketing.
Many researchers are concluding that AI-generated copywriting may be more effective in promoting specific products in advertising. Thus, artificial intelligence is a practical tool that can be used to generate quality ads. Another significant area of research on artificial copywriting is its use in e-commerce (Zhang et al., 2022). Thus, copywriting content can be especially effective in processing customer requests and attracting them. In this area, artificial intelligence aims to create text content to attract new customers to useful areas to increase profitability. Authors study many copywriting systems to determine how original and effective their products are (Zhang et al., 2022). The researchers studied the work of AI based on two components: natural language generation and automatic evaluation of a written text. The results reached by many scientists such as Zhang, Zou, Zhang, Zhou, Diao, Chen, Ding, He, He, Xiao, Long, Yu & Wu testified that implementing AI could improve the results.
The impact of intelligent AI algorithms on commercial communications and marketing is also under discussion, as many major publishers are starting to use them (Dargham et al., 2022). In this regard, the study of how to correct copywriting can be that is not written by people is an important aspect of the continuation of the work of major magazines and newspapers. People cannot immediately distinguish artificially generated text from the one added by professional editors (Dargham et al., 2022). However, there are many programs that can recognize artificial text by individual markers. This can become a problem, as many readers may not want to pay money for work that takes people little time and no effort. Thus, this opens up a new topic for studying the copywriting abilities of AI.
Using copywriting in commerce does not always meet the necessary standards and requirements. Therefore, many researchers like Qin and Jiang are exploring opportunities that benefit AI in this sector. Nevertheless, an important aspect remains to determine the degree of originality of the content received. In e-commerce, this aspect is not as important as the final effect, but still necessary for the trust of the audience (Qin & Jiang, 2019). If text written by AI can be suspected of plagiarism, then its entire effect on humans will be negated because they will no longer trust the company that used this method. The traditional advertising process has been heavily modernized, and thus the concept of the traditional perception of the beats by the audience may change.
Research focusing on AI copywriting also focuses on its creative work capabilities, which are indispensable in some areas. Eaton has conducted a qualified analysis in this area to explore the progress of AI. The author conducted a content analysis of 16 articles to find out to what extent the degree of involvement of AI in a given topic can be considered creative and original (Eaton, 2020). In this regard, key parameters of variables were developed and applied that helped to determine the advantages and disadvantages of AI. This study’s findings were that more and more companies are starting to move their products through the use of copywriting made by artificial intelligence (Eaton, 2020). As a result, easy tasks can be left entirely to AI while marketers get more time for more demanding tasks. Based on this, it can be said that AI algorithms are constantly improving and adapting to new requirements in different areas.
A big area for research is to determine how AI copywriting is being used for communication marketing. This area largely depends on how much the text written by artificial intelligence can imitate the one created by man so that it cannot be distinguished. Research on this topic addresses many copyright issues that may not be respected due to copywriting (Wen et al., 2022). Thus, authors often mention that it is important to consider AI as an auxiliary tool instead of completely relying on its services. Thus, various studies in this area rely on considering many textual passages compiled by AI. Finding out the degree of originality, in this case, is the main goal for scientists (Januszewicz et al., 2022). This may help in order to carry out further developments in this topic. In this way, scientists can focus on the problems associated with the effectiveness of AI in the field of writing original content.
Conclusion
In conclusion, we can say that artificial intelligence and copywriting are effective means of achieving goals in many companies. However, in some cases, this can cause problems caused by a lack of originality. This risk is dangerous for large corporations that may have serious copyright problems. Thus, many reviewed articles argue that the use of AI in the areas of commerce, advertising, and writing magazine articles should be regulated in accordance with special requirements. This can help prevent possible problems that appear during the implementation of artificial intelligence algorithms.
References
Chen, G., Xie, P., Dong, J., & Wang, T. (2019). Understanding programmatic creative: The role of AI. Journal of Advertising, 48(4), 347-355. Web.
Dargham, M., Hachimi, H., & Boutalline, M. (2022). How AI is automating writing: The rise of robot writers. 8th International Conference on Optimization and Applications. pp. 1-5. Web.
Eaton, J. (2020). Trends in Advertising: How the Rise in Artificial Intelligence May Influence the Field of Content Strategy. Doctoral dissertation. Web.
Januszewicz, J., Jarosz, M., Smoliński, P., & Winiarski, J. (2022). Importance of emotions in advertising: assessment of differences in emotion levels between advertising text created by copywriters and AI in the pharmaceutical industry. Współczesna Gospodarka, 14(2/S). Web.
Qin, X., & Jiang, Z. (2019). The impact of AI on the advertising process: The Chinese experience. Journal of Advertising, 48(4), 338-346. Web.
Shih, J. Y., & Cheng, T. I. (2022). Feasibility Study of Applying Character-Based Recurrent Neural Networks in Training Marketing Personnel. In 2022 IEEE 5th Eurasian Conference on Educational Innovation (ECEI) (pp. 177-180). Web.
Wen, L., Lin, W., & Guo, M. (2022). Study on Optimization of Marketing Communication Strategies in the Era of Artificial Intelligence. Mobile Information Systems. Web.
Zhang, X., Zou, Y., Zhang, H., Zhou, J., Diao, S., Chen, J., Ding, Z., He, Z., He, X., Xiao, Y., Long, B., Yu, H. & Wu, L. (2022). Automatic product copywriting for e-commerce. In Proceedings of the AAAI Conference on Artificial Intelligence 36(11), pp. 12423-12431. Web.