Four Insights into Creators’ Attitudes Towards AI and its Impact on their Craft


A recent survey of 1,000 content creators and influencers shows that the majority of those surveyed (62%) are already using AI tools to help with content creation. This is a testament to how quickly the creator economy is adapting to and embracing the impact of AI on creativity and its ethical implications.

Lightricks, a video and image app development company, partnered with YouGov to conduct the survey. Respondents were asked questions about artificial intelligence in terms of creation and monetization, so as to get a better understanding of how creators are perceiving AI to help with creating content.

The survey results yielded some interesting insights on how creators think about AI and its impact on their work. Here are four key takeaways.

First, a majority of creators (62%) already are using AI in their content-creation process. This illustrates how rapidly AI is evolving and how creators are already taking advantage of its tools. This is further supported by the fact that last month, almost 95% of content creators surveyed by The Influencer Marketing Factory reported active usage of AI tools.

Second, creators appear to be largely accepting of AI-generated content being considered as art. 64% of those surveyed said that, yes, AI could be used to produce art. This is reflected in the recent contention surrounding a computer-generated image winning a Sony World Photography Award, when the creator of the piece refused to accept the award.

Third, there appears to be an acceptance of AI helping to increase the fees that content creators charge. The survey revealed that 38% of creators believe that their fees will increase with the use of AI, meaning that the quality of content could potentially be higher.

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Fourth, 41% of those surveyed said that brands have requested them to use AI when producing content. This is in stark contrast to the 29% of creators who said that brands had not asked them to use AI.

Lightricks is a leading image-and video-editing platform that uses AI, machine learning, and content-creation tools to help creators create remarkable videos in seconds. Founded in 2013, it is led by CEO and co-founder Zeev Farbman, whose mission is to help democratize creativity and provide tools to help everyone capture memories and share photos and videos. Lightricks also offers educational resources and a supportive community for creators.

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