For content creators, these tools can alter their workflows, and potentially change productivity, costs, and brand partnerships, according to a recent report from the membership platform Creator Now.
In Creator Now’s survey, 97% of creators said they were already using AI in their creative process. Those creators said they used AI to increase workflow, fill in skill gaps, create better quality content, and reduce costs.
Still, some creators said they’d experienced disadvantages from using AI, and 23% had experienced ethical dilemmas when using AI. Over half of the creators expressed concern that AI could lower their value as a creator, especially if more platforms begin to embrace AI-generated content.
That isn’t an idle concern. In September, Meta announced several AI tools, including AI chatbots developed in partnership with influencers like MrBeast, LaurDIY, and Charli D’Amelio. These AI characters have their own profiles on Instagram and use the creators’ likenesses.
For the report, Creator Now surveyed 2,200 content creators who are part of its online community platform on how they felt about AI. Of those creators surveyed, 84% were YouTubers, 53% were Instagram creators, 44% were TikTokers, and 10% used other platforms.
Here were five key takeaways from the report:
1. 44% of creators said AI enhanced and boosted productivity
Creators said they used AI to increased speed, fill in skill gaps, create better quality content, and reduce costs.
Thirty-five percent of creators acknowledged the need for more education around AI to help harness these tools effectively, and 23% said they advocated for increased access to more user-friendly AI tools.
2. 50% of creators said they were concerned that platforms would replace human content creators with AI-generated content
Meta has already begun releasing AI influencers, managed by the platform. These creators have their own dedicated Instagram and Facebook profiles, and share images and chat responses that are AI-generated.
3. 90% of creators said they were using ChatGPT during their content creation process
The next-most-used AI-powered software was MidJourney (31%), then 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% said they planned to wait until YouTube’s tools were more widely developed.
4. 57% of creators said they were using AI to generate ideas for their content
Thirty-one percent said they were using it during their editing process. Other ways creators said they were using AI included generating ideas (56.7%), researching topics (47.1%), writing scripts (44.6%), creating thumbnails (34.1%), data analysis (32.8%), and editing (32%).
5. 27% of creators said they believed all uses of AI should be disclosed
Forty percent of creators said they believed AI should be disclosed, but based on a tool-by-tool basis.
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