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The Real Impact of AI on the Creator Economy
In 2023, we released first-of-its-kind research exploring how generative AI was disrupting the creator economy.
Two years on, AI continues to reshape how creators work, how brands build influence, and how audiences engage. But the real question isn’t what AI can do. It’s how AI is actually creating value for brands and creators, and how consumers are responding. Brands must now decide how to innovate responsibly while still driving growth.
Our new report, The Real Impact of AI on the Creator Economy, draws on fresh research from 6,000 brands, creators and consumers.
It goes beyond speculation to show how the industry is adapting and the practical frameworks brands need to thrive in the AI era.
What’s Inside
- Critical tension between brand and creator AI adoption and consumer engagement.
- Insights on AI performance and marketer investment.
- Where AI sits in the content ecosystem, from inspiration and creation to distribution, conversion, and brand building.
- The fast-emerging world of AI personas: exploring opportunities and caveats from virtual influencers to digital twins.
- Practical guidance for adopting AI responsibly while protecting creativity and consumer confidence – shaped by a Council of independent industry experts.
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