Are ChatGPT-Generated Headlines Better Attention Grabbers than Human-Authored Ones? An Assessment of Salient Features Driving Engagement with Online Media

This study focuses on the case of news headlines in current online journalism, looking into the current possibilities opened by ChatGPT to generate such texts in an attention-grabbing manner. To assess the reaction of online readers to headlines (clickbait or click-worthy), an online survey was applied, involving Romanian students. A total of 100 original human-authored articles with clickbait headlines were extracted from a relevant Romanian database. ChatGPT was used to generate alternative headlines (one clickbait and one informative) based on the original texts. The resulting corpus of 100 headline triplets was offered to students for evaluation. More than 70% of the 600 participants in the survey preferred AI-generated headlines over the human-authored ones, indicating their experiences and behaviors in media consumption. The preferred headlines were further analyzed along lexical and grammatical characteristics, and stylistically, to pinpoint the features sparking readers’ curiosity and engagement. While on a cognitive level the investigated audience rejected clickbait headlines as being deceitful and frustrating, in practice less than 34% favored neutral and objective headlines. Also, the linguistic analysis provided insights into the mechanics of reader engagement and the effectiveness of various headline strategies. The results are useful to anticipate the adoption of AI as a creative partner in Romanian media practice.