A new algorithm writes wine and beer reviews that sound like they were penned by human critics. Is that a good thing?
In the world of wine reviews, evocative writing is key. Consider the following: “While the nose is a bit closed, the palate of this off-dry Riesling is chock full of juicy white grapefruit and tangerine flavors. It’s not a deeply concentrated wine, but it’s balanced neatly by a strike of lemon-lime acidity that lingers on the finish.”
An interdisciplinary group of researchers developed an artificial intelligence algorithm capable of writing reviews for wine and beer that are largely indistinguishable from those penned by a human critic. The scientists recently released their results in the International Journal of Research in Marketing.
Theoretically, the algorithm could have produced reviews about anything. A couple of key features made beer and wine particularly interesting to the researchers, though. For one thing, “it was just a very unique data set,” says computer engineer Keith Carlson of Dartmouth College, who co-developed the algorithm used in the study.
To test the program’s performance, team members selected one human and one AI-generated review each for 300 different wines and 10 human reviews and one AI review each for 69 beers. Then they asked a group of human test subjects to read both machine-generated and human-written reviews and checked whether the subjects could distinguish which was which. In most cases, they could not. “We were a little bit surprised,” Carlson says.
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