News & Views

A robot (probably) couldn’t write this headline

Last time we checked, the New Narrative headquarters were staffed by an entirely human team of writers, editors and other creative types … which is why recent research showing a third of marketing teams in Asia Pacific are already using artificial intelligence (AI) to create content — well above the rates in North America and Europe — made us a touch uneasy. Most of the media’s biggest names, of course, have been experimenting with automated news writing for a while. The tech gurus at Gartner predicted a while back that a full 20% of all business content this year will be authored by machines.

Never ones to back down in the face of competition, we decided to put these pesky robots to the test. In this case that meant experimenting with AI Writer, billed as a service that’s able to research and write an article for you from scratch — all it needs is a few keywords. Better yet, trying it out is free of charge.

Choosing a relatively straightforward subject close to our (and our clients’) hearts, we asked for an article on “investing in Asian emerging markets.” Just a few minutes later it arrived in our inbox, as promised.

The first thing we noticed was that ‘AI Writer’ apparently doesn’t do headlines. Score one for the humans. Bracing ourselves to be sucked in by a riveting lead paragraph, we read:

Strategists at multinational corporations can draw on a rich body of work to advise them on how to enter emerging markets, but managers of local companies in these markets have had little guidance.  

Hmm. We were thinking investment in asset markets, but fair enough. Keen to find out more, we read on.

Like Bajaj, most emerging market companies have assets that give them a competitive advantage mainly in their home market.

Wait, where did India’s renowned maker of auto rickshaws come from? And isn’t the fact that companies tend to enjoy a home-market advantage, well, not much of a revelation? But lest we be accused of robophobia, we indulged our circuit-based scribe a little longer.

As protectionist barriers crumble in emerging markets around the world, multinational companies are rushing in to find new opportunities for growth.

But … don’t we get to hear more about Bajaj? And protectionist barriers crumbling? Evidently this robot thinks it’s 2005.

It sort of went downhill from there, with the conclusion of the article cheerily informing us that Taiwan is one of the four markets “that are part of the acronym TICK.” Has anyone else heard of this, or did the robot make the whole thing up?

It’s worth pointing out that AI Writer was nothing if not rigorous in its sourcing — it cited the article created on our behalf to Harvard Business Review and Nasdaq, among others. But proper sourcing is a legally delicate process that again argues for some degree of human oversight.

All that said, we admit AI Writer appears to be able to trawl the web for views or factoids on a topic with uncanny speed. So perhaps expect to see more AI-assisted research powering content, AI-informed approaches to areas like content distribution and analysis and perhaps more AI-authored content that’s heavily data-based or follows standard formats — earnings reports, for example. Okay, okay, we’re biased, but we came away from this exercise confident generating genuinely insightful ideas and analysis will be the domain of humans (like us) for some time yet.

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