In the booming era of e-commerce, copy writing and advertising have become key elements in attracting consumers and promoting sales. While the involvement of AIGC (Artificial Intelligence Generated Content) has brought numerous conveniences, how to utilize AIGC to generate high-quality content for e-commerce copy writing and advertising has become a crucial issue in the e-commerce field. For e-commerce merchants, high-quality and compliant copy writing advertisements are core factors for increasing sales conversion rates. From the perspective of e-commerce platforms, guiding AIGC-generated copy writing advertisements can improve user experience. Furthermore, from the overall industry development perspective, it is more conducive to promoting the deep integration of AIGC and the e-commerce industry. This study uses the Critical Incident Technique to deeply explore users' experiences with AIGC in e-commerce platform copy writing advertisements. The research results show that users are highly satisfied with the efficiency and accuracy of AIGC in e-commerce  copy writing advertisements, but less satisfied with issues such as severe homogeneity and lack of emotional content in AIGC-generated copy writing. Strengthening human review and intervention mechanisms can improve the quality of AIGC-generated e-commerce copy writing advertisements. It is hoped that the results of this study can help AIGC gradually improve in the field of e-commerce copy writing and advertising, creating a better e-commerce environment and economic value.

I-Ching Chen, Xinna Lv. AIGC's Critical Incident Study on E-commerce Copy Writing and Advertising. Academic Journal of Business & Management (2025), Vol. 7, Issue 1: 114-119. https://doi.org/10.25236/AJBM.2025.070116.

[1] Liu G, Du H, Niyato D, et al. Semantic communications for artificial intelligence generated content (AIGC) toward effective content creation[J]. IEEE Network, 2024.

[2] Wu J, Gan W, Chen Z, et al. Ai-generated content (aigc): A survey[J]. arXiv preprint arXiv:2304.06632, 2023.

[3] Cao Y, Li S, Liu Y, et al. A comprehensive survey of ai-generated content (aigc): A history of generative ai from gan to chatgpt[J]. arXiv preprint arXiv:2303.04226, 2023.

[4] Li X, Fan Y, Cheng S. AIGC in China: Current developments and future outlook[J]. arXiv preprint arXiv:2308.08451, 2023.

[5] Wang T, Zhang Y, Qi S, et al. Security and privacy on generative data in aigc: A survey[J]. ACM Computing Surveys, 2024, 57(4): 1-34.

[6] Du H, Zhang R, Niyato D, et al. Exploring collaborative distributed diffusion-based AI-generated content (AIGC) in wireless networks[J]. Ieee network, 2023, 38(3): 178-186.

[7] Li W, Jiang M, Zhan W. Why advertise on short video platforms? Optimizing online advertising using advertisement quality[J]. Journal of Theoretical and Applied Electronic Commerce Research, 2022, 17(3): 1057-1074.

[8] Deng S, Tan C W, Wang W, et al. Smart generation system of personalized advertising copy and its application to advertising practice and research[J]. Journal of Advertising, 2019, 48(4): 356-365.

[9] Hatzithomas L, Manolopoulou A, Margariti K, et al. Metaphors and body copy in online advertising effectiveness [J]. Journal of Promotion Management, 2021, 27(5): 642-672.

[10] Mishra S, Verma M, Zhou Y, et al. Learning to create better ads: Generation and ranking approaches for ad creative refinement[C]//Proceedings of the 29th ACM international conference on information & knowledge management. 2020: 2653-2660.

[11] Dasinger T M, Solmon M A. Using critical incident technique to investigate anxiety in physical activity settings [J]. Journal of Sport and Exercise Psychology, 2021, 43(2): 171-177.

[12] Woodburn A, Allison-Abaunza A, Couture-Légaré J, et al. Mentor requirements in the student-coach practicum: An analysis using the critical incident technique[J]. Sports Coaching Review, 2024, 13(3): 317-341.

[13] Janssens K, Gelderman C J, Petersen J. Critical incidents and supplier satisfaction-investigating tipping points in a seller’s market[J]. Journal of Business & Industrial Marketing, 2023, 38(13): 154-165.