职业技能的迭代还是替代?--广告营销行业AI可替代性的双重评价体系研究  

Iteration or Substitution of Professional Skills?A Comparative Study on the Dual Evaluation System of AI Substitutability in Advertising and Marketing Industry

作　　者：李育辉[1] 谭北平 陈姚 Li Yuhui;Tan Beiping;Chen Yao

机构地区：[1]中国人民大学劳动人事学院 [2]明略科技

出　　处：《现代广告》2023年第10期28-36,共9页Modern Advertising

基　　金：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)资助。

摘　　要：生成式人工智能正在迅速而深度地习得越来越多人类职业技能,其将在何种程度上替代人力成为关注热点。本研究聚焦广告营销行业,通过一系列对比研究尝试回答人工智能对职业技能的可替代性问题,并基于人-环境互动理论进行分析讨论。研究采用专家和人工智能双重体系对广告营销相关专业、职业、职级、职业技能进行可替代水平的评价,结果发现:专家和人工智能作为双重评价体系,在可替代性评价结果上呈现显著正相关;专家和人工智能的双重评价体系对专业和职业进行评价时,一致认为22个专业中的12个、19个职业中的11个被替代的比例超过50%;职级越高,人工智能的可替代性越低;可替代性较低的职业技能包括学习和创造性解决问题的能力、管理能力、沟通能力、社会交往能力等职业软技能。最后,从人与人工智能交互角度提出未来职业技能发展、工作模式变化,以期为政策制定和管理实践提供建议。The international seminar titled"Future-oriented Global Advertising Generative AI(Artificial intelligence)is rapidly and deeply acquiring more and more human professional skills,and the extent to which it will replace human labor has become a hot topic of attention.This study focuses on the advertising and marketing industry,attempting to answer the question of the substitutability of AI for professional skills through a series of comparative studies,and conducting analysis and discussion based on the human environment interaction theory.The study used a dual system of experts and AI to evaluate the substitutability level of advertising marketing related majors,professions,job levels,and professional skills.The results showed that as a dual evaluation system,experts and AI showed a significant positive correlation in the substitutability evaluation results;When the dual evaluation system of experts and AI evaluates majors and professions,it is unanimously agreed that 12 out of 22 majors and 11 out of 19 professions are replaced by over 50%;The higher the job level,the lower the substitutability of AI;Soft skills with lower substitutability include the ability to learn and creatively solve problems,management,communication,social interaction,and other soft skills.Finally,from the perspective of interaction between humans and AI,propose future professional skills development and changes in work patterns,in order to provide suggestions for policy formulation and management practices.

关 键 词：职业技能 人工智能 人-环境互动理论 广告营销行业 

分 类 号：G71[文化科学—职业技术教育学]