CAN AI WRITE WELL?

“If it sounds like writing, I rewrite it.” - Elmore Leonard

We all know and we’re all told repeatedly that AI is the future. Robots will be soon doing our jobs and in the best case scenario, we as meat sacks will be left to push the buttons.?

It could be true. It is certainly true that a lot of copy you read is now written by computers. However, we think you can tell. It’s very easy to fall into the trap of using AI to get words on the page. But whatever we’re writing, whether it’s a marketing document or a press release, we avoid it.?

At present, there’s something so deeply wipe-clean corporate about AI written output, we think that it simply doesn’t land properly.?

Consider the article below (though don’t suffer through too much of it).

“In today’s fast-paced digital landscape…” Please, no more, robot! No more. It’s just too entertaining for me!?

The large language models we use at the moment are set up to answer prompts - but they’re also set up to please and give you the answer you expect.? The safest blandest output. Just like this (though again, don't try and read the lot):

?This is not a fun blog. This is not approaching a fun blog. It’s as bland as sitting in a bath full of muesli while listening to muzak versions of Ed Sheeran.

Yes, these prompts are not great. You could use different models and things will probably improve but for now, it’s simply extremely average. There are probably many reasons for this - primarily the model's output is not a reply - it’s an algorithmic response of the most popular responses - so its default settings are very middle of the road.?

What does this mean for marketing and more specifically PR??

• First of all, it means that you can’t rely on AI to cut through to humans. It may well work as a corporate output to be skimmed over on blogs but if you want a story to land or a pitch to sell to a human, you have to do better. Selling stories to journalists, writing press releases and writing pieces for consumers simply needs a human touch.?

• Secondly, it means that you should think about differentiating yourself from the writing. If you want? to stand out from the crowd, don’t write like a robot. Consider the best way to get your message across, whether it’s using humour,? something unconventional or even a little bit of shock. These are things that AI cannot do well (at the moment).?

• Thirdly, be relatable. AI doesn’t have our shared experience of being children, being hungry or sad. It simply hasn’t had them. There are things people want to read - nostalgia, fun and the unlikely.?

That's what we think anyhow. If you reckon differently or are a robot, let us know.