The Game of Words Human Creative Writing Against Computer Assisted Writing

Artificial Intelligence (AI) is fully embedded in different domains of our daily lives. However, the pandemic of 2020 seems to have accelerated and changed human behavior concerning our relationship with time as well as with language and communicative processes. Traditionally, we have learned that creative written tasks need great amounts of time, inspiration, and rewriting. Conversely, speed has become an important cultural value and computer assisted creative writing enables to accelerate the writing process. This paper is part of a preliminary research on the teaching and learning of creative writing in the post-covid times. It concerns the subject of Semiotics within the context of undergraduate Business Communication students, and it aims at studying the possibilities of speed writing and creative writing AI tools. We will discuss the qualitative results of an experiment in which our students performed a creative process of producing language elements for a media campaign (hashtag, a slogan, and a teaser text) to promote a cultural institutional event targeting a broad audience. Two groups of students were given the same time to produce the language contents above-mentioned, but they had to follow different writing methodologies according to the script. The results obtained reveal interesting perceptions concerning style, connotation, grammaticality, rewriting and editing effort.