Wie kann Künstliche Intelligenz für die textbasierte Contenterstellung eingesetzt werden und welche Chancen und Herausforderungen ergeben sich dabei?

Abstract

This thesis explores the potential applications of AI in text-based content creation and the various opportunities and challenges that arise. The internet and digitalization have dramatically changed marketing. The advent of AI has accelerated this change. The challenge now is to optimize the potential of generative AI and use it to achieve the best possible results. The thesis is divided into two parts. The first part is a literature review on AI and content in general. A brief overview of the various AI tools is given to provide a general insight into the tools available on the market. It then analyzes the topic of prompting and the key elements that are essential for textbased content creation. It also assesses how AI can be used to assist with target setting, audience analysis, content topic, idea generation, and copywriting. It also looks at the importance of human quality control. The thesis also considers the opportunities, challenges and future developments. In the second part, qualitative interviews were conducted with five experts in order to gain practical insights in addition to the theoretical aspects. The results illustrate the potential of using AI in the creation of text-based content, provided the technology is used correctly. The precise formulation of prompts plays a crucial role. It also shows that AI is inevitable and will continue to develop rapidly. It is therefore important to get to grips with the technology now. Users who are already trying to use AI to create texts can benefit from its many advantages. However, in addition to the many opportunities that AI offers in authoring, human quality control remains an irreplaceable aspect. In conclusion, human-machine interaction is essential to achieve the best results in authoring and to meet the ever-increasing demands of AI.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Konnerth (Supervisor)