Изкуствен интелект и чатботове в копирайтинга – от революция в комуникацията до фолклоризация на дигиталната постмодерност
Artificial Intelligence and Chatbots in Copywriting – from Revolution in Communication to Folklorization of Digital Postmodernity

Summary/Abstract: Artificial intelligence nowadays has transformed the main characteristics of mass and interpersonal communication. Chat GPT is both a channel of communication and an equal participant in the communication process. In such a way, a correction has been made in the classical models of communication, such as the models of Schramm or Shannon-Weaver, where the sender, the receiver and the channel are separate elements in the communication process. The fact that Chat GPT can be both the sender and the channel of the message predetermines its significant role in communication. In addition to the numerous advantages of the artificial intelligence, the paper also examines some serious challenges that modern civilization has faced, such as the questions of the development of cognitive abilities, talents and skills of individuals in the presence of chatbots, the interrelations between technology and psychological well-being of human beings, and the need for legal and ethical regulation of the use of Chat GPT.

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