ChatGPT and Generative AI in the Creator Economy

Reality, Hype, What’s Next, and How to Prepare

Report by Jasmine Enberg  | Mar 15, 2023
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Table of Contents
Executive Summary
Where will generative AI have the biggest impact?
What can generative AI do for creators and brands?
What are its limitations?
How can brands and marketers prepare for AI’s rise?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Generative AI is a powerful brainstorming and content refinement tool for both marketers and creators. It will streamline the content creation process, but marketers need to be aware of its limitations.
Topics
Artificial Intelligence (AI)
Influencer Marketing
United States
Table of Contents
Executive Summary
Where will generative AI have the biggest impact?
What can generative AI do for creators and brands?
What are its limitations?
How can brands and marketers prepare for AI’s rise?
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

Generative AI has the power to revolutionize and expand the creator economy. Already, brands and creators are experimenting with ChatGPT, DALL-E 2, and other models to develop creative briefs, text, video thumbnails, and images. The social platforms and creator economy startups are rolling out generative AI tools. But generative AI won’t replace creators: The technology still has major limitations—and it can’t beat the value creators bring to brand partnerships.

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    Table of Contents

    1. Executive Summary
    2. Where will generative AI have the biggest impact?
    3. What can generative AI do for creators and brands?
    1. What are its limitations?
    2. How can brands and marketers prepare for AI’s rise?
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Would US Internet Users Be More or Less Likely to Trust AI-Generated Influencer Content? (% of respondents, Feb 2023)

    Interviewed for This Report

    Ricky Ray Butler
    BENlabs
    CEO
    Interviewed February 27, 2023
    Avi Gandhi
    Partner with Creators
    Founder
    Interviewed February 23, 2023
    Laura Puddu
    Creasquare
    Co-Founder
    Interviewed February 27, 2023

    authors

    Jasmine Enberg

    Contributors

    Yoram Wurmser
    Principal Analyst