Willem Steenkamp | Senior Writer | Editor | Flow Communications | mail me |
Like many companies, we grapple with the ethics of using Artificial Intelligence (AI) in our work, which for us is creating brilliant campaigns for our clients.
Over the past year or so, since AI really made itself felt, we’ve hashed and rehashed so many questions, especially around content generation: can we use AI to produce copy for our clients? Should we? If so, how should we? What should we tell them about using AI, if anything? And why should they pay us to use AI when they can do it themselves – for free?
AI as a writer’s resource
Don’t get me wrong, we’re not anti-AI Luddites; we think it’s tremendously exciting. We see the things that generative AI – such as ChatGPT, which can produce copy to instruction – excels at, which are useful and save time and costs: summarising long or complicated copy, generating listicles, brainstorming ideas or doing research (within limits), for example.
Just not creative copywriting, because generative AI isn’t a writer. Rather, it’s a writer’s resource, joining their existing reference arsenal of dictionary, thesaurus, books, spellchecker and Google.
Simply, AI cannot “write”, at least not well. In fact, it does it rather badly: bland, unimaginative and frequently overwritten, and always the same. Always. A blaring giveaway is “unwavering commitment”, often linked with “resilience” and “support”. Lists are invariably in threes, like “unwavering commitment, resilience, and support” (with the Oxford comma). Superlatives will abound. Sentences will sound smart but mean zip.
As an editor, I can tell you that writers have a kind of writing fingerprint. Edit their copy once or twice, and you’ll get to know their peculiarities and habits; their writing tics, if you will. Generative AI has them, too, and they’re not pretty. Like that of a mediocre scribe who thinks he’s all that, you can spot an AI’s turgid, repetitive output a mile off.
AI can’t replace human writers, for now
In a recent internal training session, we examined ChatGPT-created copy for a hypothetical invitation. In the space of only two paragraphs, we identified no fewer than 15 different verbal, punctuation and syntactical tells that revealed it had not been produced by a human. Imagine, then, how easy it is for anyone to spot AI-generated copy.
Happily, our clients are coming to the same conclusions. On a few occasions now, we’ve had clients ask us to fix copy they’ve busked themselves using AI. As dissatisfied as we are with the outcomes, they know it can’t replace human writers – not yet at least.
As a nascent technology, AI will get better. But it’s worth remembering that AI cannot replace us: it is a simulation of human intelligence processes.
a super-duper autocorrect, a mimicker of humans – and it’s excellent at that, especially when we’ve taught it poorly.
– Richard Frank, Chief Technology Officer at Flow Communications
Editing is a must
The reality is, AI-generated content is here to say. But just like a human writer’s, AI’s copy is fallible and must be managed and edited. Here’s the rub: considering the time you’ll have to spend editing, reworking, fact-checking and humanising any kind of creative copy that AI has generated for you in mere seconds, you might as well write it yourself.
And editing is a must. Because AI-generated copy is a mishmash of everything we’ve ever written, it also contains our biases, lies, errors, fake news, conspiracies, misogyny, racism and so on – and it can’t distinguish between good and bad, right and wrong. Imagine the consequences, such as presenting a client with a campaign that’s racist or sexist, or denies the Holocaust.
There’s one other important thing about AI and writing, and that’s that AI is crooked. It’s a thief and a con artist, and it makes you an accessory after the fact.
Let’s look firstly at a time-honoured literary (mal)practice: plagiarism. AI, in its light-speed cobbling together of copy for you, actively mimics, borrows and outright steals others’ intellectual property – without attribution. Sometimes it’s not quite plagiarism, but it’s like plagiarism; it’s still you presenting others’ work as your own.
Now imagine you do this with a client, in anticipation of getting paid. That’s perhaps not quite fraud – criminal deception for financial or personal gain – but it’s like fraud; it’s still being less than honest about how creative was derived, in return for payment. Think about it: would you be okay with this if you were the client?
In conclusion
Let’s recap those questions we keep asking ourselves:
- Can we use AI for clients? Yes, we can, in the sense that it’s possible.
- Should we? No. Heck, no. AI is a lousy creative writer that’s incapable of a brainwave, showing human warmth or employing flair.
- What should we tell clients about using AI? The truth. Whenever we employ it, we should declare that in the interests of honesty and transparency.
- Why should clients pay us to use AI for creative work? They shouldn’t, but not because they can do it badly themselves; they should simply accept no imitations when it comes to creativity.
- So is it ethical to use AI in creative writing, then?
- Sure, if you can be honest enough to tell a client that you don’t do your own work. But do you really want to do that?
Related FAQs: AI and ethical creative writing
Q: What is ethical use of AI in creative writing?
A: Ethical AI creative writing refers to the responsible use of AI tools, like generative AI, in the writing process. It involves ensuring that AI-generated content is created and used in ways that align with ethical standards and practices, particularly regarding bias and the implications of AI-generated content.
Q: How can I use AI as a writing assistant ethically?
A: To use AI as a writing assistant ethically, ensure that you disclose the use of AI tools in your writing assignments, avoid plagiarising AI-generated content and consider the ethical implications of the material you produce. Always strive for transparency with your audience.
Q: What are the ethical considerations when using AI in writing?
A: Ethical considerations when using AI in writing include the potential for bias in AI-generated content, the ownership of the work produced, the accuracy of information and ensuring that the use of AI tools does not compromise the originality and authenticity of the writing.
Q: Can generative AI help save time for fiction writers?
A: Yes, generative AI can save time for fiction writers by assisting in brainstorming ideas, generating plot outlines or even drafting sections of text. However, it’s crucial to ensure that the final work remains a product of the writer’s creativity and voice.
Q: What are the implications of using AI-generated content in creative writing?
A: The implications of using AI-generated content in creative writing include concerns about originality, the potential dilution of the writer’s unique voice and the ethical implications of presenting AI-assisted work as solely human-created. Writers must navigate these issues carefully.
Q: How does natural language processing relate to AI in writing?
A: Natural language processing (NLP) is a branch of artificial intelligence that enables machines to understand and generate human language. It plays a crucial role in AI writing tools, allowing them to produce coherent and contextually relevant text for creative writing purposes.
Q: What should writers consider when using AI tools for content creation?
A: Writers should consider the ethical use of AI tools by evaluating the accuracy and biases in AI-generated content, maintaining their creative integrity, and being transparent about their use of AI in the writing process. It’s essential to balance efficiency with ethical standards.
Q: How can bias affect AI-generated creative writing?
A: Bias in AI-generated creative writing can lead to stereotypes, misrepresentation and a lack of diversity in storytelling. Writers must be aware of these biases and actively seek to mitigate them to ensure their work reflects a fair and accurate representation of different perspectives.
Q: Is it ethical to use AI to draft entire pieces of writing?
A: While using AI to draft entire pieces of writing is not inherently unethical, it raises ethical concerns regarding authorship, originality and the authenticity of the work. Writers should ensure that they add their unique insights and revisions to the AI-generated content.
Q: How can I ensure the ethical use of AI in my writing process?
A: To ensure the ethical use of AI in your writing process, familiarise yourself with the ethics of AI and its implications, maintain transparency with your audience and use AI tools to enhance your creative efforts rather than replace your unique voice and perspective.
