Artificial intelligence has rapidly become a prominent topic of discussion, particularly in industries like technology and entertainment. The rise of AI has introduced both challenges and fresh opportunities for those involved in the creator economy.
For content creators, these AI tools can have a significant impact on their work processes, potentially influencing productivity, expenses, and collaborations with brands, as indicated by a recent report from the membership platform Creator Now.
According to Creator Now’s survey, 97% of content creators reported incorporating AI into their creative processes. These creators cited using AI to streamline their work, bridge skill gaps, enhance the quality of their content, and reduce expenses.
Nevertheless, some creators shared drawbacks they experienced when utilizing AI, with 23% encountering ethical dilemmas associated with its use. Over half of the creators expressed concerns that AI might diminish their value as creators, particularly if more platforms begin to adopt AI-generated content.
This apprehension is not unfounded. In September, Meta announced several AI tools, including AI chatbots developed in collaboration with influencers such as MrBeast, LaurDIY, and Charli D’Amelio. These AI personas have their own profiles on Instagram and utilize the likenesses of these creators.
For this report, Creator Now conducted a survey involving 2,200 content creators from its online community platform to gauge their sentiments about AI. Among those surveyed, 84% were YouTubers, 53% were Instagram creators, 44% were TikTokers, and 10% used other platforms.
Here are five key takeaways from the report:
- 44% of creators reported that AI improved and increased their productivity Creators utilized AI to expedite their work, address skill gaps, improve the quality of their content, and reduce costs.
Thirty-five percent of creators recognized the need for more education regarding AI to effectively harness these tools, and 23% advocated for greater accessibility to user-friendly AI tools.
- 50% of creators expressed concerns that platforms might replace human content creators with AI-generated content Meta has already introduced AI influencers, managed by the platform. These creators maintain their dedicated Instagram and Facebook profiles and share AI-generated images and chat responses.
- 90% of creators revealed they were using ChatGPT during their content creation process The second most commonly used AI-powered software was MidJourney (31%), followed by Google Bard (19.7%), Eleven Labs (16.1%), Stable Diffusion (11.2%), Veed.io (9.6%), Runway ML (8.2%), Claude (4.2%), and Perplexity (3.9%), among others.
Twenty-seven percent were unaware of YouTube’s most recent AI tools, and 26% expressed their intention to wait until YouTube’s tools were more widely developed.
- 57% of creators reported utilizing AI to generate content ideas Thirty-one percent stated that they used AI in the editing process. Creators also employed AI for tasks such as generating ideas (56.7%), researching topics (47.1%), writing scripts (44.6%), creating thumbnails (34.1%), data analysis (32.8%), and editing (32%).
- 27% of creators believed that all uses of AI should be disclosed Forty percent of creators advocated for AI disclosure but recommended making these disclosures tool-specific.