Artificial intelligence (AI) technology can generate plausible, entertaining, and scientifically interesting titles for potential research articles, finds a study in the Christmas issue of The BMJ. A study of The BMJ's most popular Christmas research articles--which combine evidence based science with light hearted or quirky themes--finds that AI generated titles were as attractive to readers but that, as in other areas of medicine, performance was enhanced by human input. As such, the researchers say AI could have a role in generating hypotheses or directions for future research. AI is already used to help doctors diagnose conditions, based on the idea that computer systems can learn from data and identify patterns. But can AI be used to generate worthwhile hypotheses for medical research?

Objective To determine whether artificial intelligence (AI) can generate plausible and engaging titles for potential Christmas research articles in The BMJ . Design Observational study. Setting Europe, Australia, and Africa. Participants 1 AI technology (Generative Pre-trained Transformer 3, GPT-3) and 25 humans. Main outcome measures Plausibility, attractiveness, enjoyability, and educational value of titles for potential Christmas research articles in The BMJ generated by GPT-3 compared with historical controls. Results AI generated titles were rated at least as enjoyable (159/250 responses (64%) v 346/500 responses (69%); odds ratio 0.9, 95% confidence interval 0.7 to 1.2) and attractive (176/250 (70%) v 342/500 (68%); 1.1, 0.8 to 1.4) as real control titles, although the real titles were rated as more plausible (182/250 (73%) v 238/500 (48%); 3.1, 2.3 to 4.1). The AI generated titles overall were rated as having less scientific or educational merit than the real controls (146/250 (58%) v 193/500 (39%); 2.0, 1.5 to 2.6); this difference, however, became non-significant when humans curated the AI output (146/250 (58%) v 123/250 (49%); 1.3, 1.0 to 1.8). Of the AI generated titles, the most plausible was “The association between belief in conspiracy theories and the willingness to receive vaccinations,” and the highest rated was “The effects of free gourmet coffee on emergency department waiting times: an observational study.” Conclusions AI can generate plausible, entertaining, and scientifically interesting titles for potential Christmas research articles in The BMJ ; as in other areas of medicine, performance was enhanced by human intervention. Dataset and full reproducible code are available at .