New Billion Dollar Boy Research: The Real Impact of AI on the Creator Economy

In 2023, generative AI surfaced as a disruptive force in the creator economy. At the time, we launched Muse – our innovation unit dedicated to exploring emerging technologies – and published our first research study, How Generative AI is Influencing the Creator Economy, to understand how the industry was reacting to this new wave of innovation.

Two years later, AI has shifted from novelty to necessity. Marketers are investing more heavily in AI-driven creator content. Creators are scaling their output faster than ever. But consumer sentiment is cooling.

The question is no longer whether AI can scale content creation – it already is. The real question is whether the industry can scale it responsibly, preserving originality, emotional intelligence and trust.

To understand how opinions, behaviors and expectations have evolved since our initial report, we launched a new study: The Real Impact of AI on the Creator Economy. Backed by insights from 6,000 marketers, creators and consumers across the UK and US, the research reveals where AI is unlocking ROI, where it is straining trust, and what brands must do next to keep human creativity at the centre of influence.

The findings cover four key chapters:

Chapter 1 – Generative AI’s New Reality in the Creator Economy: AI has moved from experimental to essential. Brands and creators now rely on it to drive efficiency, creativity and growth. But audiences are becoming more discerning – rewarding intention and rejecting “AI slop”.

• Marketers are buying in: 79% are increasing investment in AI-generated creator content.
• Creators are scaling: 87% have increased their use of generative AI in the past year.
• Consumers are cooling: Only 26% prefer AI-generated creator content today, down sharply from 60% in 2023.

The takeaway: AI is delivering business value, but the trust gap is widening and impacting performance.

Chapter 2 – The New AI Content Stack: The new AI content stack blends automation with human creativity to drive speed, scale and emotional depth. 

• AI is increasing volume: 87% of creators say it helps them produce more content.
• AI can enhance quality: 38% of consumers believe quality has improved, but they reject repetitive or low-effort outputs.
• Marketers and creators see emotional potential: Around 77% believe AI is effective at crafting emotionally resonant content.
• Consumers aren’t convinced – yet: Only 33% agree AI is currently delivering emotional resonance.

The opportunity: Build your AI stack with intention to use AI as a creative multiplier – not a shortcut.

Chapter 3 – The Future of Creator Identity in the Post-AI Era: AI is redefining creator identity – from virtual influencers to digital twins and deepfakes. These innovations present new creative possibilities and new risks.

• Consumer trust in virtual influencers is strong: 76% of consumers trust them for product recommendations.
• Creators are anxious: 62% fear increased competition from virtual influencers.
• Digital twins divide audiences: 85% of creators are open to creating one, but 57% of consumers say digital twins erode trust.

The imperative: Innovation must be matched with transparency, purpose and ethical use.

Chapter 4 – Responsible Innovation: Governance Gaps and AI Regulation: As AI accelerates, so do the risks. Misuse, misinformation and IP infringement are creating new challenges for the creator economy.

• AI content is hard to spot: Only 45% of consumers feel confident identifying AI-generated creator content.
• Regulation is being breached: 60% of creators admit their AI-assisted content has broken industry rules, often due to mislabeling.
• Trust is under pressure: Over half of marketers, creators and consumers agree AI has decreased trust in creator content.

The conclusion: Creativity can scale, but trust must lead.

The research shows that, as we move into the next evolution of AI in the creator economy, the challenge for brands and creators isn’t speed. It’s using AI responsibly and intentionally. Brands and creators must learn not just how to use AI, but when to use it – ensuring technology enhances creativity, protects originality and strengthens audience connection.

Our new report offers a clear, data-backed playbook for navigating this new era with confidence, clarity and creative integrity.

Download your copy of The Real Impact of AI on the Creator Economy to discover how to thrive in the AI-powered future of creator marketing.