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Robots writing: Why Artificial Intelligence can
bolster but not (yet) replace human writing.
Artificial intelligence (Al) in copywriting shows promise, but it also presents perils to organizations
that don’t understand its limitations.
Although writers live in fear of the day that robots will take over their jobs (much like everyone
else: McKinsey and Company estimates that about 30% of the activities in 60% of all occupations
could be automated (http://www.mckinsey.com/global-themes/digital-disruption/whats-now-and-
next-in-analytics-ai-and-automation)), businesses themselves are probably counting down the
days until they have tireless content generators that can perform their least-liked tasks - writing
reports, presentations, sales copy, etc. - at low, robot-approved prices.
But let's not get ahead of ourselves. Goldman Sachs may have invested tens of millions of dollars
(http://www.campaignlive.co.uk/article/goldman-sachs-leads-financing-automated-copywriting-
startup/1390084) in automated copywriting startup Persado last year, but Persado is a long way
from killing off any form of business writing. Persado focuses primarily on content for online
advertising campaigns. Co-founder Assaf Baciu tells TechCrunch, “We've run 4,000 campaigns and
our average uplift on conversion rates is 49.5% (https://richardgouldewriting-
my.sharepoint.com/personal/richard_richardgoulde_com/Documents/Clients%20RGW-
ODB/Hurley%20Write/PaHut 708B%20-%20Aug%20Blog/).”
That is impressive, but writing ad copy for Facebook is a far cry from writing an in-depth white
paper or technical report. At this point, as Baciu says, “We're not here about displacing, we're here
about enhancing.”
Therein lies the true potential of Al copywriting (for now). While it's true that Google's AlphaGo Al
beat the world’s best Go player (https://techcrunch.com/2017/05/24/alphago-beats-planets-best-
human-go-player-ke-jie/), achieving proficiency at a rules-based strategy game (even one as
intricate as Go) is a different beast from mastering the emotion, creativity, and psychology that
goes into the best business writing.Instead, today’s smart business writing tools are better suited to supporting human writers.
In fact, most people are already using Al to strengthen their writing, even if they don't realize it.
The current iteration of Microsoft Word comes bundled with a proofreading editor that’s powered
by machine-learning technologies. Microsoft Editor (http://www.techrepublic.com/article/how-to-
improve-business-communication-with-microsofts-ai-powered-office-365-editor/) is designed to
work like spellcheck on steroids; for instance, it uses Bing’s "Smart Graph" technology to identify
poor word choices based on context.
Other smart business writing tools, often available as online services, can also parse content like
emails or business reports and make suggestions to improve not just spelling and grammar but
also reader engagement and impact.
However, over-reliance on these tools may worsen writing. One journalist documented
i-asked-an-artificial-intelligence-app-to-
(https://qz.com/922659/i-wanted-to-be-a-better-writer-si
help/) his experience with Hemingway (named after the iconic author), one of the more popular
smart proofreading/editing programs. Hemingway uses natural language processing and
rudimentary Al, but the author found the tool fell back on simplistic rules that stripped his writing
of his unique voice and turned his sentences choppy.
Smart writing tools undoubtedly have their place; here’s a sampling of such services
(https://nybookeditors.com/2016/02/instantly-improve-your-writing-with-these-1 1-editing-tools/)
if you'd like to take a peek. Just don't expect them to turn you into the next Hemingway or to
replace you. As Baciu says, content autornation today is more about working with human-
produced content to make it stronger than replacing humans with robot-created writing, People
are still the wordsmiths.
About Hurley Write, Inc.
Hurley Write, Inc., a certified women-owned small business (WBENC and WOSB), has been designing and
teaching customized onsite (https://www.hurleywrite.com/onsite_courses)and online technical,
business, and scientific writing courses (https://www.hurleywrite.com/online_courses)for over 25
years. We also develop and teach specialty courses, such as how to write proposals standard operating
procedures (SOPs), and deviation and investigation reports, and how to prepare and give great
presentations.