Author Information
Pey-chewn Duo, Ming Chuan University, TaiwanMin-hsun Su, MIng Chuan University, Taiwan
Abstract
In today’s digital age, where social media platforms dominate communication and marketing, effective copywriting has become a new skill for crafting messages that capture attention and drive engagement. Unlike traditional English writing classes, which often emphasize grammar, structure, and formal composition, English copywriting focuses on creating concise, impactful, and persuasive content tailored to specific audiences. To address the challenges students face in this context, this study explores the role of artificial intelligence (AI) assistance in a university-level English copywriting course, examining its impact on students’ engagement and skill-building.
This study employs a triangulation method, incorporating data from semi-structured interviews, surveys assessing students’ confidence and perceptions of AI, and analysis of writing samples collected before and after AI use. Thematic analysis of the interviews revealed that AI tools helped students refine their ability to express ideas more precisely in English and identify culturally unfamiliar expressions. AI suggestions could guide students toward phrasing that aligned with native English norms, improving the clarity and naturalness of their writing. Writing sample analysis demonstrated enhancements in tone, structure, and linguistic variety, while survey results revealed diverse perceptions of AI’s role in fostering writing independence.
These findings highlight that AI serves as a valuable supplementary tool in copywriting education, aiding students in refining and enhancing their work while aligning their language with native-speaker norms. It also underscores the need for thoughtful integration of AI tools, balancing their support with the development of students’ originality and independent writing skills.
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