Large Language Model in Creative Work: The Role of Collaboration Modality and User Expertise

Since the launch of ChatGPT in December 2022, large language models (LLMs) have been rapidly adopted by businesses to assist users in a wide range of open-ended tasks, including creative work. Although the versatility of LLM has unlocked new ways of human-artificial intelligence collaboration, it remains uncertain how LLMs should be used to enhance business outcomes. To examine the effects of human-LLM collaboration on business outcomes, we conducted an experiment where we tasked expert and nonexpert users to write an ad copy with and without the assistance of LLMs. Here, we investigate and compare two ways of working with LLMs: (1) using LLMs as “ghostwriters,” which assume the main role of the content…