Have you seen all the articles about how artificial intelligence (AI) is now doing creative projects?
According to some, AI is already busy composing music, making paintings, and writing poetry.
And this article in Forbes.com tells how software is now writing content.
This type of software even has an acronym: NLG for Natural Language Generation. (And once something has a TLA—Three Letter Acronym—it’s got to be real.)
Isn’t it just a matter of time before AI replaces white paper writers and the bottom falls out of the market?
Why should you invest in learning a skill that’s going to be obsolete in a few years?
Where it all began: Little League
AI started by writing short and simple items: Little League baseball stories and then stock market reports for wire services and newspapers.
Like an elementary school reader, these items have a limited vocabulary and a lot of repetition.
For example, one “creative” decision that baseball-writing software makes is to pick which synonym to use for a victory.
Did the winning team beat, batter, blast, clobber, conquer, crush, defeat, destroy, decimate, dominate, eliminate, eviscerate, flatten, make mincemeat from, massacre, pound, rout, rule, smash, squash, thump, or terminate the losers?
After this triumphant show of stylistic verve, AI proponents claim it is slowly moving on to longer, more complex projects.
Should white paper writers be concerned? Meh.
Here are 6 reasons why I don’t think white paper writers have much to worry about from AI.
Not to worry reason #1: White papers are too challenging
As you know, writing a white paper is a big challenge.
White papers are long-form content designed to solve a particular marketing problem for an individual company. That company may need to generate leads, get noticed in a crowd, or support a product launch.
White papers are not baseball reports, stock market updates, or notes on what’s in a piechart, which software can handle today.
White papers are not short Tweets, e-mails, or squeeze pages, which software can probably manage with the help of lots of testing to guide it.
And white papers are not about public issues like an election or a celebrity breakup, with lots of other coverage an AI could access for input. Software may even be able to write up things like that some day soon.
But white papers are long, custom, research-driven, challenging writing projects.
Why ask AI to write those, when there’s so many simpler projects to tackle first?
Not to worry reason #2: White papers take deep research
Every white paper takes intense research to find the golden nuggets that prove a certain point.
Could AI do that?
Well, software can certainly access and process a lot of information very quickly. Computers have an edge on humans there, all right.
But can a computer select the most compelling evidence from the most respected sources to appeal to a certain type of audience in a certain industry?
Hmmm… Probably not unless someone tells it what facts to select and which sources to respect. And that would take a lot of expensive programming to do.
And redo for almost every new project.
Why not just get a writer to do the research? Or let them work as a team, so that each can do what they do best?
Let the software run smart searches and dredge up a pile of material, and let the writer pick the best sources to use.
Not to worry reason #3: White papers take rhetorical finesse
An effective white paper must build a compelling argument that runs several thousand words and compels the reader to take the next step in their customer journey. To convert, in fact.
Could AI do that?
I doubt it. Computers may be logical, but does cold and scientific logic convert prospects?
Warm-blooded business people need a skillful rhetorical approach that weaves together facts and logic, anticipates their objections, and adds a touch of emotion at the perfect spot to finish the argument on a high note.
White papers demand nuanced writing that walks a thin line between explanation and persuasion.
Could AI do that?
I doubt it. More likely they will come up with what Bob Bly calls “Google Goulash”—a hodge-podge of search engine results hobbled together without any insight or discipline.
Not to worry reason #4: White papers must make sense
With the “creative” AI programs of today, their developers feed them a whole lot of data, and then ask them to come up with something original.
So what if someone fed, say, 100 white papers into an AI and asked it to write something original?
Do you think it would come up with anything better than you or I?
Blockchain entrepreneur Clay Space actually tried that last year.
He fed 100 white papers for cryptocurrency startups into an AI and asked it to write a white paper for a new venture.
The results are hilarious, even after being edited by a human. Here’s the abstract:
The contents below detail a strategy for creating a mass-market, decentralized supercomputer running a hybrid proof of stake standard utility token on top of a multi-blockchain ICO. This will replace your government.
If you want to try NLG AI for yourself, visit https://panel.ai-writer.com/ and type in an idea for a headline. Then see what comes out.
I asked it to write me an article on the question: “Can AI write white papers?”
The text it produced was worse than Google Goulash: Just a set of snippets from various sources that touch on white papers.
And it didn’t find this site, which is on the first page of Google and contains more articles about white papers than any other site I’ve ever found.
What’s worse, it didn’t contain a single line or insight I could use for this post. In fact, it sounded like it was written by a Martian.
I guess the AI didn’t quite grok my question.
White paper readers are not looking for arty haiku, or the nonsense-texts I’ve seen before from AI. They definitely expect the writer to have some contact with planet Earth.
Have you heard the news? My white paper master class, The Ultimate White Paper Mentorship program is finally here. In this program, I’ll work alongside participants as they write a white paper for my partner, the AWAI. And, for the best white paper completed by a participant, the AWAI will pay $5,000. Click here to see a preview and find out more.
Don’t worry about AI #5: White papers need more than facts
What if the programmers made their software work even harder?
What if they said the AI’s white paper was for a certain company in a particular industry with an expressed marketing problem and a defined set of goals?
Do you think it would come up with anything more than gibberish?
And what if—instead of a programmer just handing over all those parameters—the AI had to interview the client to discover all those requirements for itself?
Would it have the insight and understanding to have a clue what clients want? And the street smarts to suggest what they really need?
Would it have the sensitivity to write any text that touched a human reader’s pain points, made them feel anything, painted any pictures, soared and swooped from valley to mountaintop?
I sincerely doubt it.
Don’t worry about AI #6: White papers will be written by humans for humans
Perhaps, in time, AI technology will get there.
But when programs start writing white papers, the days of any sort of copywriter may well be over.
Think about it.
Landing pages. E-mails. Blog posts. Perhaps webpages and then whole websites, with every element of every page tested and refined over months and years.
Perhaps case studies, assembled from questionnaires e-mailed back from customers, so that no messy humans ever have to talk to one another.
When all those formats can be written by algorithms, what will be left? What will be among the last bastions of writing still being done by humans for humans?
I’m convinced that will likely be white papers. They’re just too damn difficult.
Stick to writing up Little League games and stock market updates, Mr. AI.
I’m not worried about you stealing my job as a white paper writer.
Before you get to me, Mr. AI, you will have to plow through almost every other writer on Earth.
And by that time, no one may need white papers anyway. By then, software may be doing everyone’s job!
What do you think about AI and white papers? Are you worried your job writing them may be replaced by software? Leave us your comments below.