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題名 內容創作者會不會被生成式人工智慧取代？
Will Generative AIs replace content creator jobs?作者 張曼娜
Techalertkamol, Mananya貢獻者 卞中佩
Pien, Chung-Pei
張曼娜
Mananya Techalertkamol關鍵詞 內部內容創作者
生成式人工智能的影響
美國
職位廣告分析
職業發展
In-house content creator
Impact of Generative AIs
United States
Job ads analysis
career development日期 2023 上傳時間 2-Jan-2024 15:32:26 (UTC+8) 摘要 本研究 “內容創作者是否被生成式人工智慧取代?” 旨在深入了解當前內部內容創作者就業市場以及生成式人工智慧發展帶來的機會和挑戰。本研究對一千多條內容創作者的招聘廣告進行了文字分析,以提取內容創作者的任務、所需技能和其他就業要求。隨後,本研究根據任務特徵和Gen-AI工具的能力製定了一個評估框架,對Gen-AI的影響進行分類和評估。 根據每項任務的評估，本研究發現生成式人工智能(Gen-AI)工具能改善內容創作者之任務至少50%以上並將其任務約20%自動化。初階職務的內容創作者最有可能受Gen-AI的影響，因為他們的工作與內容創作有關，而這正是Gen-AI的強項。此外，Gen-AI之應用也十分廣泛。這些工具也可以部分地支援策略規劃、研究與發展、行銷及市場銷售以及工作流程優化等各項工作。因此，身負多種職責的資深內容創作者可能會更頻繁接觸到Gen-AI工具。 總體而言，由於許多任務仍需要人工介入以確保其能被有效執行，Gen-AI尚無法直接取代內容創作者的職位。然而Gen-AI工具被預測將成為日常工作中不可或缺的一部分，因其有助於提升生產力、減少成本並提高組織競爭力。在面臨快速職務轉變的情況下，內容創作者應該把握此機會，提升與執行策略性任務所需之技能。此外，主動學習並有效地整合Gen-AI工具和其他先進科技，將其應用在工作中,這將有助於內容創作者在科技快速發展的情況下在勞動市場中保有競爭力。
The project “Will Generative AIs replace content creator jobs?” aims to provide insights into the current in-house content creator job market as well as opportunities and challenges caused by the development of Generative AIs. The project conducted text analysis on over a thousand content creator's job advertisements to extract content creators’ tasks, required skills, and other employment requirements. Subsequently, the project developed a rubric to classify and evaluate impact of Gen-AI, based on task characteristics and Gen-AI tools’ capability. From task-based evaluation, the project found that Gen-AI tools can enhance over half and automate about 20% of a content creator’s tasks. Entry-level content creators will be affected by Gen-AI the most as their works are related to content production, which is Gen-AI’s strength. Furthermore, the application of Gen-AI is very diverse. The tools can also partially support strategy planning, research and development, marketing and sales, and workflow optimization. Thus, higher-level content creators, who respond to a broader range of responsibilities, are likely to engage more with Gen-AI tools. In summary, Gen-AI cannot directly replace content creator jobs since most tasks still need human intervention to be completed effectively. However, the Gen-AI tool is forecasted to become part of daily work because it can increase productivity, reduce costs, and improve organizational competitiveness. Given the context of rapid work role transformation, content creators should take this opportunity to advance the required skills for strategic tasks. In addition, proactively learning and effectively integrating Gen-AI tools and other advanced technologies into work will help content creators stay competitive in the labor market in the rapidly evolving technology context.參考文獻 Accenture. (2023). 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國立政治大學
全球傳播與創新科技碩士學位學程
111ZM1019資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111ZM1019 資料類型 thesis dc.contributor.advisor 卞中佩 zh_TW dc.contributor.advisor Pien, Chung-Pei en_US dc.contributor.author (Authors) 張曼娜 zh_TW dc.contributor.author (Authors) Mananya Techalertkamol en_US dc.creator (作者) 張曼娜 zh_TW dc.creator (作者) Techalertkamol, Mananya en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Jan-2024 15:32:26 (UTC+8) - dc.date.available 2-Jan-2024 15:32:26 (UTC+8) - dc.date.issued (上傳時間) 2-Jan-2024 15:32:26 (UTC+8) - dc.identifier (Other Identifiers) G0111ZM1019 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/149050 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 全球傳播與創新科技碩士學位學程 zh_TW dc.description (描述) 111ZM1019 zh_TW dc.description.abstract (摘要) 本研究 “內容創作者是否被生成式人工智慧取代?” 旨在深入了解當前內部內容創作者就業市場以及生成式人工智慧發展帶來的機會和挑戰。本研究對一千多條內容創作者的招聘廣告進行了文字分析,以提取內容創作者的任務、所需技能和其他就業要求。隨後,本研究根據任務特徵和Gen-AI工具的能力製定了一個評估框架,對Gen-AI的影響進行分類和評估。 根據每項任務的評估，本研究發現生成式人工智能(Gen-AI)工具能改善內容創作者之任務至少50%以上並將其任務約20%自動化。初階職務的內容創作者最有可能受Gen-AI的影響，因為他們的工作與內容創作有關，而這正是Gen-AI的強項。此外，Gen-AI之應用也十分廣泛。這些工具也可以部分地支援策略規劃、研究與發展、行銷及市場銷售以及工作流程優化等各項工作。因此，身負多種職責的資深內容創作者可能會更頻繁接觸到Gen-AI工具。 總體而言，由於許多任務仍需要人工介入以確保其能被有效執行，Gen-AI尚無法直接取代內容創作者的職位。然而Gen-AI工具被預測將成為日常工作中不可或缺的一部分，因其有助於提升生產力、減少成本並提高組織競爭力。在面臨快速職務轉變的情況下，內容創作者應該把握此機會，提升與執行策略性任務所需之技能。此外，主動學習並有效地整合Gen-AI工具和其他先進科技，將其應用在工作中,這將有助於內容創作者在科技快速發展的情況下在勞動市場中保有競爭力。 zh_TW dc.description.abstract (摘要) The project “Will Generative AIs replace content creator jobs?” aims to provide insights into the current in-house content creator job market as well as opportunities and challenges caused by the development of Generative AIs. The project conducted text analysis on over a thousand content creator's job advertisements to extract content creators’ tasks, required skills, and other employment requirements. Subsequently, the project developed a rubric to classify and evaluate impact of Gen-AI, based on task characteristics and Gen-AI tools’ capability. From task-based evaluation, the project found that Gen-AI tools can enhance over half and automate about 20% of a content creator’s tasks. Entry-level content creators will be affected by Gen-AI the most as their works are related to content production, which is Gen-AI’s strength. Furthermore, the application of Gen-AI is very diverse. The tools can also partially support strategy planning, research and development, marketing and sales, and workflow optimization. Thus, higher-level content creators, who respond to a broader range of responsibilities, are likely to engage more with Gen-AI tools. In summary, Gen-AI cannot directly replace content creator jobs since most tasks still need human intervention to be completed effectively. However, the Gen-AI tool is forecasted to become part of daily work because it can increase productivity, reduce costs, and improve organizational competitiveness. Given the context of rapid work role transformation, content creators should take this opportunity to advance the required skills for strategic tasks. In addition, proactively learning and effectively integrating Gen-AI tools and other advanced technologies into work will help content creators stay competitive in the labor market in the rapidly evolving technology context. en_US dc.description.tableofcontents CHAPTER 1 INTRODUCTION 1 1.1 Research Problem 1 1.2 Research Objectives 2 1.3 Research Questions 2 1.4 Scope of the Study 3 1.5 Capstone Report Layout 4 CHAPTER 2 LITERATURE REVIEW 5 2.1 Content Creators and their Responsibilities 5 2.1.1 Definition of Content Creator 5 2.1.2 Roles of In-house Content Creator 5 2.2 Generative Artificial Intelligence and Its Impacts 8 2.2.1 Introduction to Generative AIs 8 2.2.2 Generative AI Use Cases 13 2.2.3 Generative AI Impacts on Economy and Work 16 CHAPTER 3 METHODOLOGY 20 3.1 In-house Content Creator’s Task and Required Skills Analysis 21 3.2 Impact of Gen-AI on Task Analysis 23 3.3 Analyzing Gen-AI Opportunities and Challenges for Content Creators 28 CHAPTER 4 ANALYSIS RESULTS 29 4.1 Content Creator’s Main Tasks, Job Characteristics, and Required skills 29 4.1.1 Task and Responsibility Analysis 29 4.1.2 Desired Soft Skills, Attitudes and Personalities 33 4.2 Impact of Generative AIs to Content Creator Jobs 35 4.3 Opportunity and Challenge Analysis 39 4.3.1 Opportunity Analysis 39 4.3.2 Challenge Analysis 39 CHAPTER 5 DISCUSSIONS 41 5.1 Practical Implications for In-house Content Creators 41 5.2 Capstone Project Limitations 42 5.2.1 Limitations of Research Methodology 42 5.2.2 Limitations of Applying Analysis Results in Different Contexts 43 5.3 For Future Research 45 REFERENCES 47 APPENDIX 61 Appendix 2.1 Content Marketing Matrix by Smart Insights 61 Appendix 2.2: PESO Model by Gini Dietrich 61 Appendix 3.1 Top 3 Online Job Posting Sites in the U.S. 62 Appendix 3.2 Calculate Online Job Ad Sample Size 62 Appendix 3.3 Custom Dictionary 68 Appendix 4.1: Average Task Calculation by Job Levels 74 Appendix 4.2: Job Posting Analysis for Content Creators’ Tasks 74 Appendix 4.3: Popular Content Types and Formats in Job Postings 78 Appendix 4.4: Top Content Qualities Highly Mentioned in the Job Postings 78 Appendix 4.5: Most Important Communication Platforms and Channels 79 Appendix 4.6: Analysis of Gen-AI Impact on Tasks 80 Appendix 4.7: Gen-AI Tool Experiments 109 zh_TW dc.format.extent 4568272 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111ZM1019 en_US dc.subject (關鍵詞) 內部內容創作者 zh_TW dc.subject (關鍵詞) 生成式人工智能的影響 zh_TW dc.subject (關鍵詞) 美國 zh_TW dc.subject (關鍵詞) 職位廣告分析 zh_TW dc.subject (關鍵詞) 職業發展 zh_TW dc.subject (關鍵詞) In-house content creator en_US dc.subject (關鍵詞) Impact of Generative AIs en_US dc.subject (關鍵詞) United States en_US dc.subject (關鍵詞) Job ads analysis en_US dc.subject (關鍵詞) career development en_US dc.title (題名) 內容創作者會不會被生成式人工智慧取代？ zh_TW dc.title (題名) Will Generative AIs replace content creator jobs? en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Accenture. 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