A lot of the go-to responses to AI are negative with one of the main concerns being loss of jobs. For creators, however, most research shows that, for now at least, AI is more of a help than a hindrance.
Take video editing which can be a huge time suck, so any solutions to speed that up will be warmly embraced by creators. Startup Kajabi, for example, is working on a feature where creators can upload raw footage for an online course and automatically remove “ums” and “ahs” for a cleaner edit. Creators are already using text-based tools like OpenAI’s ChatGPT to help them come up with ideas or to generate copy for newsletters and social media captions. These new technologies also present questions for creators ranging from intellectual property concerns to how and when to disclose if they’re adopting such tools.
One huge highlight for creators is the wider reach AI can access. Creators are using AI to dub new and existing videos into other languages, which will help creators reach a bigger, global audience without having to do much additional work. It feels like the Netflixization of the creator economy in that the high-quality voice overs that Netflix has embraced in recent years has made them a hit for millions. The same approach could work well for creators who already have international audiences, or who have global appeal.
Having said that, if AI is such a help in speeding up the content creation process, does that mean that we will be flooded with even more content? Thus making it even harder for content creators to stand out? An even bigger potential existential threat: the rise of avatars who could replace humans altogether- last week we covered Snapchat influencer Caryn Marjorie’s AI companion product which allows users to chat with a digital version of her.
In regards to what creators actually want from AI, the statistics show that creators would simply favour more ways to make money, better analytics and more visibility of their work. AI and social platforms still have a way to go in achieving this.