There’s a fair fear rippling through writing circles right now… and not just there… it’s spreading across every creative field.

Not that AI can write, create images, audio and video… but that the audience might not just like it… they might prefer it.
According to recent research highlighted in The New Yorker article, What If Readers Like A.I.-Generated Fiction?, trained readers (graduate students, writers, serious readers) were asked to compare short passages without knowing who (or what) wrote them.
In nearly two-thirds of the cases, they preferred the AI-generated prose.
That’s not a future scenario… it’s a present condition.

Which forces an uncomfortable question…

If readers prefer the output… does authorship still matter… and if it doesn’t, why do we keep dismissing everything AI produces as “slop”?
Writers (and most artists) have always believed that style is inseparable from self.
That lived experience, voice, history, pain, humor, contradiction… all of it somehow leaks into the sentence.

But I’m no longer convinced the reader actually cares about that provenance.

Readers don’t buy a book because it was difficult to write… they buy it because something landed.
And, to me, that’s the big shift we’re now standing inside.
I believe (especially when it comes to non-fiction business content) that we’ve entered the era of “vibe content” (more on that here: Welcome To Vibe Content).
Content that doesn’t need the backstory.
Doesn’t need an authorial struggle to justify its existence…
It just needs to feel right.
Emotionally coherent… tonally fluent… structurally satisfying… it lands.

AI doesn’t invent meaning… but it’s becoming exceptionally good at delivering something that feels like it.

And that’s where the cultural, ethical and human fault lines open.
For centuries, literature was (and still is) a conduit for human connection.
A way of reaching across time, geography, identity and thinking.
Now there’s a competing technology emerging.
One that increasingly treats writing not as communion, but as outcome.

And if readers don’t care where the prose came from?

This isn’t about banning AI writing… that ship has sailed.
That instinct is understandable… but naive.
Think about it from another angle: You can’t regulate preference.
Some argue that AI can imitate style but not content.
That it can remix voice but not invent meaning.
That may be true… for now.
But readers don’t experience writing as a philosophical argument.
They experience it as an emotion.
And emotion doesn’t ask where the sentence was born.

To me, there’s a deeper risk no one wants to name…

AI writing doesn’t just reflect culture.
It repackages it… carrying the values, biases, defaults, and blind spots of the systems that trained it.
Language is never neutral.
And when machines generate it at scale, culture quietly centralizes… in a way.
What gets reinforced becomes what feels “normal.”
What feels normal becomes what readers “expect.”

Which means the real question isn’t whether AI can write novels.

It’s whether we’re comfortable letting systems trained on aggregated pasts decide what futures sound like.
Because once imitation becomes indistinguishable… originality stops being a requirement and becomes a weird luxury in a world where fewer and fewer people even care to read a book.

We don’t lose writing because machines get better.

We lose it when readers stop demanding friction… surprise… resistance… the sense that someone risked something by putting it into words.
Vibe content is great for those who can’t find the words… it can be smooth.
Literature isn’t supposed to be… just like great business prose.

To me great writing is where language misbehaves.

Where ideas wobble…where voice cracks under pressure.
If the future of writing is simply “what readers like best,” we may end up with prose that’s perfectly pleasant… and culturally hollow.
Not because AI destroyed creativity.
But because we quietly redefined what creativity was for.

So maybe the real work for writers now isn’t competing with machines.

It’s reminding readers why difficulty, specificity and human messiness mattered in the first place.
Because once we decide that likability is the highest virtue (think about the decades of SEO-engineered content we’ve been confronted with)…

We shouldn’t be surprised when the most human parts of the words we use in places like this are the first things “optimized” away.

This is what Richard Crouse and I discussed on Newstalk 1010 this week.

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