Giles Crouch:
When a human has written something, as I am writing this now, there is a cost (I’ve got a ton of other things on my to-do list), and we inherently know this cost. Just as we are, when reading something, paying a cost with our attention. We like good writers, something I am striving for, because they have thought something through, done the research, crafted and organized the story. If they are good at it, we like that. It’s why we have the Pulitzer Prize or in Canada, the Giller Prize. Most nations have them, or a lucky writer becomes a best-selling author. We are rewarding the cost of their attention to the writing because we are happy to pay the cost of reading their works. Part of Mauss’ gift economy idea.
The labor theory of value was dubious enough when economists used it. I see no reason to resurrect it as a theory of writing.
Years ago, the Lady of the House and I did some freelance corporate copywriting. This was the golden age of SEO, when every business needed a steady supply of “fresh content.” The work was excruciating for me because there was absolutely nothing that needed to be said. It was the ne plus ultra of bullshitting. Good spelling and grammar were important, but every other rule of writing as I understood it was irrelevant. I was simply required to manufacture several hundred new words about an old subject. There was no fact-checking. Hell, there was no audience but Google itself. We were basically just offering generic words up in mass sacrifice to the inscrutable algorithm so that anyone Googling “how do u use dental floss” would find a post for Dr. Yankem’s dentistry services somewhere in the first few results. I labored mightily, but the resulting prose did not thereby become meaningful.
Crouch’s argument about AI writing rests heavily on this connection between effort and value. Good writing costs the writer attention; the reader reciprocates by spending attention on it. AI supposedly disrupts this “gift economy,” a concept he borrows from anthropology, because the machine allows the writer to avoid paying his share. But effort is a fact about production, not a measure of value. We don’t know how many hours a Pulitzer winner spent on a particular chapter. We don’t reduce our estimate of a novelist after learning that he writes quickly; we might even see him as a natural genius. Conversely, my old SEO copy could absorb hours of my attention without becoming worth anyone’s time.
Crouch also describes an “uncanny cognitive valley”: AI prose feels almost human but somehow off, and once readers recognize its tells they resent the writer for not offering them genuine attention. I have heard this complaint before. Writers used to complain about email, text messages, and social media in the same way. In 2010 I wrote about people who called online communication cold and impersonal. My explanation was less exotic: most people are simply unskilled writers. Plenty of intelligent, interesting people are poor at turning their thoughts into nuanced sentences that capture the flavor of their personalities. Their emails were brief, awkward, misspelled, utilitarian. The problem wasn’t email; they just weren’t good at prose.
Sixteen years later, the same people have better equipment. An LLM can remove misspellings, fix grammar, supply transitions and produce sophisticated-looking sentences. What it cannot automatically supply is judgment. A weak writer may not recognize that a metaphor is awkward, a paragraph redundant, an argument too neat, a phrase unlike anything he would actually say. He now produces something different from the clumsy email of 2010: polished generic prose. The underlying problem is the same. What Crouch identifies as machine uncanniness may only be fluency without discrimination. Like the sorcerer’s apprentice, the animated tool has gotten out of the pedestrian writer’s control. He isn’t skilled enough to shape and direct the output, and the reader can tell: “This doesn’t sound like him.” People who aren’t good at shaping their own thoughts are also not good at shaping prompted thoughts. It’s not because an LLM inherently makes it impossible to produce good prose, it’s that most people aren’t good at it even if an LLM gives them a leg up.
So, if we don’t need elaborate theories from anthropology to explain the extraordinary agitation about AI writing, what would suffice? A cold look at basic human psychology seems good enough to me.
People are conservative in the elementary psychological sense: radical novelty makes us uneasy. Most of us also lack the time or inclination to investigate complicated new subjects deeply, so we glean a basic sense of what our peer groups think and conform to that. Add a nonstop barrage of posts and articles telling us that AI will steal our jobs, drink all our water, eat all our books and perhaps terminate civilization, and a certain amount of reflexive hostility is unsurprising.
But writers, academics, journalists, editors, and other people whose self-conception is bound up with verbal facility have an additional problem. Fluent prose has long functioned as a status signal. It suggested education, wide reading, practice, professional competence, cultivation. You could often locate somebody roughly within a cultural hierarchy after reading a page of his writing.
AI has has abruptly cheapened a form of cultural capital, and the people who accumulated that capital are understandably unhappy. Someone who once advertised his limitations through awkward sentences can now produce something resembling educated professional prose in seconds. The old distinction has become harder to see at a glance. Hence the sudden emotionally-charged obsession with restoring provenance: AI detectors, mandatory disclosures, watermarks, “human-written” certifications, threats to stop reading anyone caught using the machinery. If the clothes no longer reliably identify rank, somebody has to start checking invitations at the door. It’s a linguistic version of sumptuary-law anxiety: “Wait, how am I supposed to know who is entitled to wear the velvet now?”