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人工智能技术的发展可能带来新一轮的人力资本替代，其中生成式人工智能的创造力水平引发广泛讨论。文章聚焦广告营销领域，采用双盲实验，招募专家和消费者来评价人工智能和人类在文案创作能力上的差异。结果表明：在文案作者身份上，专家能够识别人工智能和人类，而消费者无法区分；人工智能的文案创作能力等同人类经验年限为2.47年，与人类存在1.36年的差距；在文案专业能力上，人类得分显著高于人工智能，特别是在创造性和洞察能力上；消费者对两类文案的整体感知水平无显著差异。文章结论不仅有助于明晰广告营销领域人工智能的创造力发展水平，而且在优化人才培养体系、创建人智互动新工作模式等方面具有重要的管理启示。
Abstract：The rapid development of artificial intelligence(AI) may lead to a new round of human capital substitution, amongwhich the creativity of generative AI has been widely discussed. This article uses a double-blind experiment to recruit experts andconsumers to evaluate the creativity of copywriting by AI and humans. The results show that experts could identify whether the copy-writing was composed by AI or humans, while consumers could not. The creativity of AI in copywriting is equivalent to the experi-ence of humans at 2.47 years, with a gap of 1.36 years to humans. Experts evaluated the professional ability of human copywritingsignificantly higher than that of AI, especially in creativity and insights. Consumers perceived no significant difference between thetwo types of copywrite. The conclusion of this article not only helps to clarify the level of creativity development of AI in the field ofadvertising but also has important management implications for optimizing talent training systems and creating new work modes of hu-man-AI interaction.
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(1)学院奖网站https://www.5iidea.com/xyj。
(2)2023测试任务_人类文案与AI文案https://docs.qq.com/sheet/DUGFFamV2Y0dBV3RE。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2023.10.002
中图分类号:F274;F713.8;TP18
引用信息:
[1]李育辉,庞菊爱,谭北平.人工智能与人类的创造力比较研究：基于专家和消费者的双重视角[J].商业经济与管理,2023,No.384(10):23-35.DOI:10.14134/j.cnki.cn33-1336/f.2023.10.002.
基金信息:
中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目“虚拟团队领导和下属人际交互模式动态演进机制和实验干预研究”(21XNL009)