ORISINALITAS DALAM KOLABORASI COPYWRITING MANUSIA DAN KECERDASAN BUATAN (Studi Kasus Penggunaan ChatGPT di Jenama Corpora Agency)
DOI:
https://doi.org/10.26740/tc.v9i3.72484Keywords:
Orisinalitas, copywriting digital, kecerdasan buatan, kolaborasi manusia-AI, ChatGPT, industri kreatifAbstract
Penelitian ini bertujuan untuk mengkaji bagaimana bentuk kolaborasi antara manusia dan AI,
khususnya ChatGPT, dalam proses kerja kreatif di Jenama Corpora Agency serta bagaimana
isu orisinalitas dipahami dan dihadapi oleh para pelaku industri. Menggunakan pendekatan
kualitatif deskriptif dan teknik wawancara mendalam, penelitian ini mengeksplorasi persepsi
tim kreatif terhadap orisinalitas konten yang dihasilkan melalui kolaborasi tersebut. Hasil
penelitian menunjukkan bahwa meskipun ChatGPT mempercepat proses brainstorming dan
drafting, terdapat kekhawatiran terkait kehilangan identitas brand dan homogenitas gaya
bahasa. Orisinalitas dipahami bukan hanya sebagai keunikan ide, tetapi juga keterlibatan
manusia dalam proses kreatif. Penelitian ini merekomendasikan pentingnya pedoman etis dan
kerangka kerja kolaboratif yang menjamin keaslian dan otentisitas dalam produksi konten
berbasis AI.
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