GenAI
GenAI (Generative Artificial Intelligence) refers to AI models that can create new content such as text, images, audio or video instead of just analysing existing data.
Important aspects are:
- Functionality: LLMs learn patterns from large data sets and generate new, original content.
- Areas of application: Text creation, image generation, music composition, video production.
- Differentiation from traditional NLG: GenAI is more flexible and creative, but harbours the risk of incorrect information.
- Integration into existing systems: Support for text creation, increase in linguistic diversity.
- Challenges: Quality assurance, copyright, ethical aspects.
- Future prospects: change in content creation, responsible use.
GenAI can change the role of the copy manager in product communication by shifting the focus to a strategically orientated system. Some see it as a disruption, others as a complement to existing technologies.