Celebrity branding is undergoing a transformation as the reliance on artificial intelligence for content creation continues to rise. Companies collaborating with AI are striving to maintain a balance between various content types through innovative approaches and tools.
In a recent study on the creator economy conducted by Influencer agency Billion Dollar Boy, it was revealed that 92% of marketers have utilized generative AI, either partially or entirely, to produce creator content. The study also highlighted that 91% of creators and influencers integrate generative AI into their workflow at least once a week. This growing trend indicates a shifting preference towards AI-generated content among both consumers and creators, as opposed to traditional creator content without AI intervention.
The report indicates that 60% of consumers show a preference for generative AI-generated content over conventional creator content. Moreover, 81% of creators have reported stronger consumer engagement with their AI-generated content compared to non-AI content.
Mike Nellis, the chairman of AI information system Quiller.ai, expressed his lack of surprise regarding the consumer preference for AI-generated content. He emphasized how AI technology enables the rapid creation of personalized and relevant content tailored to specific audiences, making it more compelling for driving consumer interest and engagement.
Furthermore, the study found that 70% of businesses have increased their advertising expenditure on creator content developed with generative AI in the past year. The survey involved 4,000 consumers, 1,000 content creators, and 1,000 key marketing decision-makers from the U.S. and U.K.
As prominent figures embrace conceptual AI for creative expression, Thomas Walters, CEO of Billion Dollar Boy in Europe, predicts that this trend may shape the future landscape of social media feeds, emphasizing the importance of AI in capturing audience attention.
Becky Owen, international CMO at Billion Dollar Boy, anticipates that the 9% of creators who have not yet adopted AI for content creation will likely need to enhance their skills to stay competitive in the evolving landscape.
While AI-generated content continues to gain traction, experts stress the continued relevance of traditional creator content that shares personal experiences, knowledge, and personality. Becky Owen highlights the value of striking a balance between standard creator content and AI-driven content to ensure campaign success.
John Geletka, chairman of Geletka+, echoes the sentiment that both types of content are essential, with AI content serving as an untapped asset rather than a replacement for traditional creator content.
Looking ahead, the report suggests a shift in marketing budgets towards generative AI content creation, with 65% of marketers planning to allocate more resources to AI-generated content production in the upcoming year. Additionally, 70% of respondents anticipate a redistribution of marketing budgets from traditional creators to AI creators.
In the realm of AI content creation, Amanda Ferrante, chief development officer at Code3, warns that creators are leveraging AI for tasks such as filters, sound subtitles, image editing, and idea generation. She emphasizes the need for agencies to understand how influencers integrate AI into their processes and to establish clear guidelines during contract negotiations.
Michael Heaven, co-founder and managing director of digital agency Butterfly 3ffect, underscores the importance of agencies being well-informed about the ethical use of data in content creation to prevent any potentially harmful output. He advocates for human oversight to ensure the quality and appropriateness of AI-generated content.
As AI content becomes more prevalent in the influencer space, challenges such as compensation adjustments, content quality concerns, workload management for creators, and regulatory interests are expected to arise. Chris Jacks, head of growth strategy at hireinfluence influencer agency, emphasizes that success lies in influencers’ ability to leverage AI to enhance content quality rather than focusing solely on quantity.
In conclusion, the evolving landscape of AI content creation presents both opportunities and challenges for marketers, creators, and agencies alike. By embracing AI technology while upholding ethical standards and maintaining a balance between AI-driven and traditional content, stakeholders can navigate this transformative era successfully.
