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  

Comparative Study of Artificial Intelligence and Human Creativity:A Dual Perspective of Experts and Consumers

作　　者：李育辉[1] 庞菊爱[2] 谭北平 LI Yuhui;PANG Juai;TAN Beiping(School of Labor and Human Resources,Renmin University of China,Beijing 100872,China;School of Humanities and Communication,Ningbo University,Ningbo 315211,China;Miaozhen Academy of Marketing Science,Mininglamp Tech Corp,Beijing 100015,China)

机构地区：[1]中国人民大学劳动人事学院,北京100872 [2]宁波大学人文与传媒学院,浙江宁波315211 [3]明略科技秒针营销科学院,北京100015

出　　处：《商业经济与管理》2023年第10期23-35,共13页Journal of Business Economics

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)。

摘　　要：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。The rapid development of artificial intelligence(AI)may lead to a new round of human capital substitution,among which the creativity of generative AI has been widely discussed.This article uses a double-blind experiment to recruit experts and consumers to evaluate the creativity of copywriting by AI and humans.The results show that experts could identify whether the copywriting was composed by AI or humans,while consumers could not.The creativity of AI in copywriting is equivalent to the experience of humans at 2.47 years,with a gap of 1.36 years to humans.Experts evaluated the professional ability of human copywriting significantly higher than that of AI,especially in creativity and insights.Consumers perceived no significant difference between the two types of copywrite.The conclusion of this article not only helps to clarify the level of creativity development of AI in the field of advertising but also has important management implications for optimizing talent training systems and creating new work modes of human-AI interaction.

关 键 词：人工智能 创造力 ChatGPT 文心一言 专家和消费者双重视角 

分 类 号：F49[经济管理—产业经济]