August 11, 2023

Should Content Creators Worry About Generative AI?

Just a year ago, the capabilities of Generative AI was not as advanced as it is today in 2023. With prompt texts and machine learning technology, generative AI tools can create realistic and unique images, videos and texts in a matter of seconds. The sophistication of AI technology has put independent content creators and marketers in a very vulnerable position. Many are fearing loss of jobs or a taking over of  real content creators by  virtual influencers . There is no doubt that AI technology, especially Generative Artificial Intelligence will have an impact on the creative industry. 

Content creators may have mixed feelings about generative AI technologies. On one hand, these technologies can offer significant benefits and opportunities, while on the other hand, they could potentially raise concerns. In essence, the mixed feelings stem from the tension between the potential benefits of efficiency and inspiration that AI can offer and the concerns related to creative identity, quality, authenticity, and the evolving nature of the creator's role in the age of AI, specifically for influencer marketing campaigns. 

In this write-up we will highlight the key benefits of AI content generation, potential risks followed my recommendation to mitigate the alleged risks- 

Key benefits of using generative AI in content generation:

Time Efficiency: Generative artificial intelligence can quickly generate content, saving content creators a significant amount of time. This is particularly helpful for producing large volumes of content, such images for social media posts, campaign ideas and product descriptions.

Idea Generation: AI-powered tools can assist content creators in brainstorming ideas and concepts. By generating a variety of options, AI can stimulate creativity and help creators explore new directions they might not have considered on their own. 

Content Expansion: AI can help expand existing content by suggesting topics, variations and subtopics for influencer marketing campaign ideas. This will be useful in creating new posts, videos and images that revolve around the central theme of the campaign. 

Augmenting Creativity: AI-generated suggestions can spark new ideas and angles that content creators might not have thought of, enriching their creative process. AI in particular, in the fashion industry is reshaping influencer marketing in a big way. With prompt texts, generative artificial intelligence can create very artistic pictures with any background or location in a matter of seconds. 

Rapid Prototyping: In design and multimedia content creation, AI can assist in generating prototypes, layouts, and design variations quickly, allowing creators to visualize ideas before committing to a final design.

Multimedia Generation: Generative AI can produce images, videos, and even music, adding visual and auditory elements to content creation beyond just text.

While there are manifold benefits of generative AI in influencer marketing campaigns, there are potential risks or con that needs to be addressed. Here are some pointers -

Loss of authenticity and artistic expression - Creators take pride in their unique voice and style, and they worry that AI-generated content could dilute their creative identity and artistic expression. 

Loss of Connection with Audience- In the influencer ecosystem , content creators often build strong relationships with their audiences based on trust and engagement. If AI-generated content lacks a personal touch, it could potentially erode this connection, as audiences may not resonate with content that feels mechanical.

Uncertainty about AI's Role-  Many content creators are unsure about how to integrate AI into their workflow effectively. Finding the right balance between human creativity and AI automation can be challenging and requires experimentation. 

Ethical Considerations-  There are ethical questions surrounding the use of AI-generated content. If creators use AI to generate content without disclosing it, audiences might be misled into thinking a human was responsible for the work. Proper attribution and transparency become important issues.

Loss of Jobs- As AI tools become more sophisticated, there's a concern that they could replace some human jobs, especially in industries where content creation is a significant part of the work. For example, content creators will be replaced by virtual influencers

When considering using AI for content generation, it's important to approach the integration thoughtfully to maximize the benefits while maintaining the authenticity and quality of the creators  content. Here are some recommendations to effectively use AI for content generation -

Supervise and Edit-  AI-generated content should not be published without human review. No matter how sophisticated the technology may become, the need for human supervision to refine and improve the content will always be there. 

Transparency and Disclosure-  If content creators or influencers are using AI to  assist them with content creation, they have to ensure that their audience knows about it. Creators must clearly indicate when content has been generated by AI to maintain trust and transparency.

Augment, Don't Replace: Content creators should view AI as a tool to augment the creative process, not replace it. Content generated with the help of AI can be used as a starting point or inspiration. To maintain the authenticity of the voice, creators will have to add their own expertise and signature style to the content.  

Maintain Human Voice: Crearons will have to ensure that their content maintains their unique voice and perspective. This may be done by injecting personal experiences, insights, and expertise into AI-generated content to make it resonate with the audience. 

Should creators worry about AI? Concluding Thoughts - 

AI has the potential to automate certain aspects of content creation and enhance the efficiency of content workflows. However, the complete replacement of content creators by AI is unlikely, and there are important reasons why content creators should not worry about Generative AI. 

Content creators should focus on their unique strengths, including creativity, empathy, emotional intelligence, and the ability to craft narratives that resonate deeply with audiences. Instead of worrying about replacement, content creators can leverage AI to streamline their processes, gather insights, and innovate in new ways. It's essential for creators to stay informed about AI advancements, experiment with AI tools, and continue honing their craft to remain relevant and successful in a changing landscape.

galleri5 is an award winning influencer marketing company that embraces emerging technologies. Our co-pilot generative AI is a testament to that. We can help brands make influencer marketing campaigns easy with the help of generative - AI. For more information, book a demo with us today!

Kamna Datt
Content Writer
A content writer by profession, Kamna is an Influencer marketing enthusiast writing insightful articles about the space that will benefit brands and influencers alike!