Prompt, Click, Publish: Exploring Young Indonesian Copywriter's Perspective on Collaborating with Artificial Intelligence

Exploring Young Indonesian Copywriter's Perspective on Collaborating with Artificial Intelligence

Abstract

Abstract

The presence of AI is changing the landscape of the creative industry, one of which is impacting the copywriting profession. Generation Z copywriters face creative challenges when dealing with AI in carrying out their work. The urgency of this research lies in the importance of understanding the experiences and dynamics of collaboration between Generation Z copywriters in Indonesia and Artificial Intelligence (AI) amidst the transformation of the creative industry and digital communications that are increasingly driven by technological automation. This study aims to explore the subjective meaning of copywriters facing the presence of AI in the creative text writing process, the motivational structure of using AI in copywriting work, and interpret how copywriters professionalize AI-based creative work. This study uses a phenomenological approach by conducting in-depth interviews with 11 Generation Z copywriters. The results of this study show that Generation Z copywriters interpret AI as an efficient creative tool but still require intuition, empathy, originality, and human responsibility to maintain authenticity and trust in technology-based creative work practices. Future research is recommended to examine the experience of human-AI collaboration in other creative professions and explore the long-term impact of AI use on professional identity, creativity, and work ethics in the digital communications industry.

Keywords: Artificial Intelligence, Copywriter, Generation Z, Phenomenology, Prompt

Abstrak

Kehadiran AI mengubah lanskap industri kreatif, salah satunya berdampak pada profesi copywriter. Copywriter generasi Z, yang dekat dengan teknologi, menghadapi tantangan kreatif ketika berhadapan dengan AI dalam menjalankan pekerjaannya. Urgensi penelitian ini terletak pada pentingnya memahami pengalaman dan dinamika kolaborasi antara copywriter Generasi Z di Indonesia dengan Artificial Intelligence (AI) di tengah transformasi industri kreatif dan komunikasi digital yang semakin terdorong oleh otomatisasi teknologi. Tujuan penelitian ini untuk mengeksplorasi makna subjektif copywriter menghadapi kehadiran AI dalam proses penulisan teks kreatif, struktur motivasi penggunaan AI dalam kerja copywriting, serta menginterpretasikan bagaimana profesionalisme copywriter dalam kerja kreatif berbasis AI. Penelitian ini menggunakan pendekatan fenomenologi dengan melakukan wawancara mendalam kepada 11 copywriter generasi Z. Hasil penelitian ini memperlihatkan bahwa copywriter Generasi Z memaknai AI sebagai alat bantu kreatif yang efisien namun tetap membutuhkan intuisi, empati, orisinalitas, serta tanggung jawab manusia untuk menjaga autentisitas dan kepercayaan dalam praktik kerja kreatif berbasis teknologi. Penelitian selanjutnya disarankan mengkaji pengalaman kolaborasi manusia dan AI pada profesi kreatif lainnya serta mengeksplorasi dampak jangka panjang penggunaan AI terhadap identitas profesional, kreativitas, dan etika kerja di industri komunikasi digital.

Kata Kunci: Copywriter, Generasi Z, Kecerdasan Buatan, Prompt, Fenomenologi

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Vol. 10 No. 01 (2026): Mediakom, September 2026

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