Research on the Application of AIGC in E-commerce 
Advertising Copywriting: A Dual Perspective of Enterprise 
Adoption and Consumer Perception

Shiyao Li; Daozhi Chen*

doi:10.70711/frim.v4i1.8571

Research on the Application of AIGC in E-commerce Advertising Copywriting: A Dual Perspective of Enterprise Adoption and Consumer Perception

Shiyao Li, Daozhi Chen*

Abstract

This study examines the application of AIGC in e-commerce advertising copywriting from both enterprise and consumer perspectives. Findings indicate that while AIGC demonstrates significant potential in improving content creation efficiency, there remains a
noticeable gap in emotional expression and creativity compared to human-generated copy. Currently, its practical application is still in the
early stages. The study offers practical recommendations for optimizing human-AI collaboration and enhancing content quality in e-commerce content production.

Keywords

E-commerce advertising copy; AIGC; Copy generation

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References

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DOI: http://dx.doi.org/10.70711/frim.v4i1.8571

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