职业技能的迭代还是替代--广告营销行业AI可替代性的双重评价体系研究 (1).pdfVIP

现代广告（学刊）2023年第10期[总第466期] 职业技能的迭代还是替代？ ——广告营销行业 AI 可替代性的双重评价体系研究 Iteration or Substitution of Professional Skills? A Comparative Study on the Dual Evaluation System of AI Substitutability in Advertising and Marketing Industry 作者 Author_ 李育辉 Li Yuhui 谭北平 Tan Beiping 陈姚 Chen Yao | 摘 要 | 生成式人工智能正在迅速而深度地习得越来越多人类职业技能，其将在何种程度上替代人力成为关注热点。本研究聚焦广告营销行业，通 过一系列对比研究尝试回答人工智能对职业技能的可替代性问题，并基于人 - 环境互动理论进行分析讨论。研究采用专家和人工智能双重 体系对广告营销相关专业、职业、职级、职业技能进行可替代水平的评价，结果发现：专家和人工智能作为双重评价体系，在可替代性评 价结果上呈现显著正相关；专家和人工智能的双重评价体系对专业和职业进行评价时，一致认为 22 个专业中的 12 个、19 个职业中的 11 个被替代的比例超过 50%；职级越高，人工智能的可替代性越低；可替代性较低的职业技能包括学习和创造性解决问题的能力、管理能力、 沟通能力、社会交往能力等职业软技能。最后，从人与人工智能交互角度提出未来职业技能发展、工作模式变化，以期为政策制定和管理 实践提供建议。 | 关 键 词 | 职业技能 人工智能 人—环境互动理论 广告营销行业 | Abstract | The international seminar titled Future-oriented Global Advertising Generative AI (Artificial intelligence) is rapidly and deeply acquiring more and more human professional skills, and the extent to which it will replace human labor has become a hot topic of attention. This study focuses on the advertising and marketing industry, attempting to answer the question of the substitutability of AI for professional skills through a series of comparative studies, and conducting analysis and discussion based on the human environment interaction theory. The study used a dual system of experts and AI to evaluate the substitutability level of advertising marketing related majors, professions, job levels, and professional skills. The results showed that as a dual evaluation system, experts and AI showed a significant positive correlation in the substitutability evaluation results; When the dual evaluation system of experts and AI evaluates majors and professions, it is unanimously agreed that 12 out of 22 majors and 11 ou