Seven Design Insights from Taking Grammarly Ads Seriously

In an age where artificial intelligence (AI) continues to permeate our daily lives, its impact on writing tools has not gone unnoticed. As a Human-Computer Interaction professor with a keen interest in writing tools and AI’s influence, I recently found myself inundated with Grammarly ads on YouTube. These ads, while primarily marketing tools, offer a fascinating glimpse into the design principles and assumptions that underpin AI writing tools. By examining these ads closely, we can extract valuable insights that could inspire more thoughtful and effective design approaches for AI writing tools. Here are seven such insights:

1. Interaction Paradigm: Defining the AI Agent

Grammarly’s ads oscillate between presenting the tool as an “app” and an “agent.” This distinction is more than semantic; it speaks to how users perceive their interaction with the tool. While toolbars and sidebars dominate the UI in these ads, the notion of an “agent” implies a more proactive, conversational interaction. Designers must ask themselves: What characteristics would make an AI tool feel like an agent rather than a mere utility? Understanding this distinction can help refine user experience and align design goals with user expectations.

2. Task Delegation: Redefining Writing with AI

The ads frequently highlight the convenience of delegating writing tasks to AI, promoting slogans like “Your work-life balance just got more manageable.” This messaging positions writing as a chore to be avoided, rather than an intellectual exercise to be embraced. For those who value the creative process of writing, this approach falls short. An alternative design direction would focus on tools that help writers delegate distractions, allowing them to concentrate on the creative aspects of writing.

3. Writing Stages: Defining AI’s Role

Grammarly’s ads emphasize user involvement, suggesting that AI assists at every stage of writing. However, this omnipresence can be off-putting for expert writers who are confident in their workflows. A more targeted approach might involve defining specific roles for AI, allowing writers to shape how AI integrates into their processes. By setting clear boundaries for AI’s involvement, tools can better support writers’ unique needs and preferences.

4. Cognitive Processes: Encouraging Active Engagement

One ad promises “Effective, Mistake-Free Writing Every Time You Type,” subtly implying that users are mere transcribers rather than active participants in the writing process. This perspective overlooks the cognitive processes of proposing and translating ideas into words. Designers should consider how AI tools can encourage users to explore their own ideas and expressions, fostering a more interactive and engaging writing experience.

5. Ideation: Facilitating Exploration

Many ads promise to help users overcome the “blank-page scaries” by jump-starting ideation. However, the UI design often limits exploration, cramming brainstorming features into small pop-ups. A more integrated approach could combine ideation and writing, allowing AI to facilitate seamless transitions between these processes. By providing a substrate for exploration and iteration, AI tools can empower users to develop and refine their ideas more effectively.

6. Communication: Beyond AI Polish

Ads targeting professional communication focus on AI’s ability to polish writing, ensuring messages are perceived positively. Yet, when messages appear AI-generated, they can decrease trust. Designers should recognize the nuanced social nature of writing, developing tools that enhance communication without eroding authenticity. This might involve features that help users strike a balance between AI polish and personal voice.

7. Learning: Prioritizing Growth Over Grades

Grammarly’s ads for students emphasize performance and grades, overshadowing genuine learning. While some ads hint at introspection, the focus remains on achieving short-term success. To foster lasting improvements, AI writing tools should support users in developing their writing skills, encouraging reflection and growth rather than merely providing quick fixes.

Conclusion

AI writing tools, as portrayed in Grammarly’s ads, seem to target individuals who do not fully appreciate writing’s intellectual and creative demands. Yet, these demands present opportunities for personal insight and skill development. By examining these ads as reflections of design assumptions, we can identify areas where AI tools might better serve writers’ needs.

While there is a clear distinction between how a tool is marketed and how it can be leveraged, these insights offer a foundation for reimagining AI writing tools. By prioritizing user engagement, creativity, and skill development, designers can create tools that truly resonate with writers. As AI continues to evolve, so too should our approach to designing tools that empower users to harness their full potential.

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