The last couple of months have seen an explosion of AI (Artificial Intelligence) tools that promise a limitless future and exponential utility, which has the potential to take over everything we do and use. A Price Waterhouse study estimates that by 2030 AI will boost global economic output by more than $15 trillion. While all industries are one with the feeling of shared excitement mixed with haste to avoid missing out and sheer information overwhelm, we are curious to see and discuss how the fast-moving AI will affect/change the equally dynamic Creator Economy – which includes creators, brands, marketers and social media mavericks.
Undoubtedly, AI tools have multiple benefits for creators and brands alike. AI can be used to automate and streamline workflows, increase efficiency, and improve the quality of content. By working alongside AI, creators can find new ways to generate ideas, develop content, and improve output. In addition, as audiences demand more content across different platforms, AI can save the time and effort of creators by analysing the audience’s interests and suggesting content variations stopping content starvation and repetitiveness.
For brands, it may seem like AI can deliver it all without spending chunks of money on creators and marketers. However, they need to exist parallelly. AI will open doors for creators to not be replaced but rather enhanced. Here is how they should and can co-exist:
- AI cannot replace the uniqueness of a human mind: We still believe that the human brain, ideas and creativity have immense value and can’t be fully replaced because it is differentiated and adapted to variations. What AI tools can do for brands and creators is create good content that aligns with the brand and is competitive enough for the market. This way, brands and creators will get better results – say, more shares, likes, and traction.
- Consumer-brand relationship: Consumers inevitably want to share about the products they love – it is a unique consumer behaviour that brands do not want to take away. Instead, brands want to take away the effort, time and barrier consumers take to share their opinion with the community. AI can help create quality content in lesser time that will suit the high standards of social media marketing. Millions of people on social media are driving brand growth and consumption. If we skip this step and move to AI, brands will lose complete touch with their audience. They need to co-exist and keep the consumer voice and relationships alive.
- The end consumer is a human: No matter how much brands attend to AI, the buying force of products will always be the consumer. It will not take over the end consumer and why the consumer buys a product. Brands should not forget the merit of having human emotions attached to a product or service over a tech tool. AI can generate good content but content from a loyal consumer is worth more because the story will have more value for your brand. As much as AI is tempting if a brand genuinely wants to know its consumers’ feedback, it must allow for user-generated content that will influence other humans via word-of-mouth to promote the brand. AI can’t do that for a brand.
Ultimately, it is a brand’s conscious decision where it wants to put its money and efforts. Looking at it long-term, we are still monitoring to what extent AI will replace the creator process in content; it’s possible that AI could completely eliminate the time spent on content creation today. However, in the short term, AI is a very efficient way to implement the creativity of content creators and marketers, but it cannot replace them completely because the brain behind the tech is imperative for its success when it comes to word-of-mouth marketing and UGC.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Be the first to comment on "Will AI replace or enhance the role of Content Creators?"