Experimental Design
An edtech firm will implement an experiment that randomizes users to see different stories on their app for improving reading and ESL skills in two stages, where stages are defined relative to a user's first engagement during the experimental period. In Stage 1, the intervention impacts the stories that users see in the top two "trays'' in the app, where trays are horizontally scrollable story icons from which users choose stories to read. Users will be randomized into three groups: (1) users in the "AI Stories'' group see stories written with AI-assistance; (2) users in the "Matched Stories'' group see stories selected to match the AI Stories on word count (while maintaining similar quality to average stories on the app); and (3) users in the "Baseline'' group continue to see the standard traditionally sourced stories. In Stage 1, users assigned to see AI Stories will only see the Story 1's from each series of AI Stories, so that we can separately identify the role of AI-assisted writing on a single, standalone story versus a series. Stage 1 will answer research questions on whether users engage more with stories generated using AI assistance relative to traditionally sourced stories.
Treatment assignments are persistent in Stage 2; that is, users remain in the same group across both stages. The nature of the intervention changes in Stage 2 for the AI Stories and the Matched Stories groups; in particular, the intervention impacts the stories that are seen throughout the tabs on the app dedicated to stories. Users in the AI Stories group see AI Stories from the full series. Users in the Matched Stories group see traditionally sourced series on the app. Users in the Baseline group continue to see the standard traditionally sourced stories. This stage will answer research questions about how exposure to AI Stories impacts overall engagement with the app, and allow us to differentiate between the impact of the series produced by the AI Stories product from the impact of series more generally, since the AI Stories and Matched Stories groups both see stories that belong to series. Users may increase engagement if they enjoy a series, as they become invested in the premise and know what to expect. On the other hand, the focus on series will decrease the overall diversity of content relative to the baseline which involves a mix of series and standalone stories.