The creator economy’s stance on AI is shifting — again
Digiday ·
Creators are integrating AI tools into their workflows, but at what point does it overtake the creative process and result in sameness?
At the beginning of the year, not long after the release of OpenAI’s Sora 2 and its almost immediate backlash, the creator economy at large loudly denounced generative AI content in favor of authenticity. YouTube nuked AI slop accounts, Instagram CEO Adam Mosseri released a lengthy memo about improving ranking for originality, and brands were looking for the messiness and creativity of real creators over everything.
But in the last 10 months, AI has steadily crept into nearly every corner of the creator economy. Rejecting AI-generated content wasn’t the same as rejecting AI outright. The harder question was how much of the creative process creators were willing to hand over.
CapCut, the popular TikTok editor, has a suite of AI editing tools. Adobe Firefly is billed as an “all-in-one creator studio.” Now YouTube is adding new agentic tools to aid in both the creative process and strategizing, like the recently announced video A/B testing and conversational editing.
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