Experience With Artificial Intelligence and Attitudes Towards Social Media Copywriting

Abstract

Artificial Intelligence (AI) is one of the most discussed phenomena in social media marketing communications today. Its application offers extensive possibilities for streamlining the production of media and advertising texts, thus fundamentally changing the established methods of work of marketers. The present study investigates how individual experience with different AI technologies influences users' attitudes towards the prospectivity of AI in copywriting in the digital environment. Specifically, three areas of AI technologies were analysed: generative AI tools, natural language processing (NLP), and machine learning (ML). Data for this study was collected through quantitative research via an online questionnaire, with a total of 1308 respondents from different age and social groups. It was hypothesized that experience with these technologies would significantly influence respondents' attitudes towards the use of AI in marketing communications. Statistical analysis (chi-square tests and multinomial logistic regression) confirmed these hypotheses. Respondents who had direct experience with generative AI tools, NLP or ML technologies demonstrated statistically significantly more positive attitudes towards the application of AI in content creation. However, the overall frequency of use of AI technologies had the strongest effect on positive expectations. Thus, the results point to the fact that more interaction with AI increases trust and acceptance of its applications in marketing. The findings of the study have important implications for practice. Marketers and social media managers should emphasize actively engaging customers in interactions with AI technologies, which can increase their positive perceptions of AI-generated content. The paper also discusses the limitations of the research and suggests future directions for further study, recommending a combination of quantitative and qualitative methods to gain deeper insights. The study contributes to the academic debate on the importance of understanding consumer attitudes when implementing AI in digital marketing.