The Creator Economy in the Age of AI
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We asked one thousand creators about the state of the creator economy. From an influx of generative AI tools and a larger demand for brand deals, to creator monetization, these are the trends that we expect to see continue on into 2023 and beyond.
AI as a New Tool
Generative AI offers a new set of tools for creators to enhance their creative process and open up new avenues for exploration and innovation. From content generation, to inspiration, and even editing and refinement, AI is changing the way we work.
Generative
AI usage
Familiarity
to AI
Familiarity and usage of AI
Creators
Aspiring creators
Decrease in authenticity
Copyright
Potential deep fakes
Creators biggest AI concerns
Create clothing and looks
Make avatar profile pictures
Video backgrounds
Photo backgrounds
AI creator use cases
"The more tools evolve and get better, the better we can make our videos. I've never been scared of tools getting too good because it's only going to allow us to do bigger and better things." - Brandon B. , VFX Creator
AI as a New Tool
Generative AI offers a new set of tools for creators to enhance their creative process and open up new avenues for exploration and innovation. From content generation, to inspiration, and even editing and refinement, AI is changing the way we work.
Generative
AI usage
Familiarity
to AI
Familiarity and usage of AI
Creators
Aspiring creators
Create clothing and looks
Make avatar profile pictures
Video backgrounds
Photo backgrounds
AI creator use cases
Decrease in authenticity
Copyright
Potential deep fakes
Creators biggest AI concerns
"The more tools evolve and get better, the better we can make our videos. I've never been scared of tools getting too good because it's only going to allow us to do bigger and better things."
- Brandon B, VFX Creator
Creating with the Power of AI
AI empowers creators to generate unique content quickly and efficiently. Whether it's creating new images, videos, music, or writing, AI offers endless possibilities for creators, helping them save time, money, and effort in their creative process.
It saves time
It saves money
It positively impacts my creative process
Likelihood to use AI if…
Creators
Aspiring creators
Yes
Is AI art?
Creators
Aspiring creators
"The evolution of these creative fields changed more than the skill set needed to work in them. The new technology lowered the entry bar for people to unleash their creativity." - Zeev Farbman, Co-Founder and CEO at Lightricks
Yes
Asked as early
as 2022
No
Have brands asked you to use generative AI?
Positively
Neutral
Negatively
How have followers responded to AI content?
Creating with the
Power of AI
AI empowers creators to generate unique content quickly and efficiently. Whether it's creating new images, videos, music, or writing, AI offers endless possibilities for creators, helping them save time, money, and effort in their creative process.
It saves time
It saves money
It positively impacts my creative process
Likelihood to use AI if…
Creators
Aspiring creators
Yes
Is AI art?
Creators
Aspiring creators
"The evolution of these creative fields changed more than the skill set needed to work in them. The new technology lowered the entry bar for people to unleash their creativity." - Zeev Farbman, Co-Founder and CEO at Lightricks
Asked to use
generative AI
Asked as early
as 2022
Not asked
about AI
Have brands asked you to use generative AI?
Positively
Neutral
Negatively
How have followers responded to AI content?
Creators & Brands Building New Models
AI enables the democratization of creativity, making it easier than ever for brands and the creators they work with to create high-quality content aligned with their vision.
Themselves
Business
As a hobby
Side gig
What do creators and aspiring creators create content for?
Creators
Aspiring creators
Earned more
money YoY
Signed more
deals YoY
Negatively
impacted
Economic impact on brand deals
"AI is basically touching all areas of the [creative] pipeline, which in turn increases accessibility into the industry." - Kiersay, Fashion Influencer and Creator
1 - Building an audience
2 - Making money from posts
3 - Earning deals with brands
1 - Building an audience
2 - Gaming followers
3 - Finding ideas for new content
Challenges for creators
Creators
Aspiring creators
1 brand
6+ brands
20+ brands
Number of brands creators have worked with in the past 12 months
1 - Lifestyle
2 - Tech
3 - Product reviews
1 - Travel
2 - Lifestyle
3 - Product reviews
Top content categories
Creators
Aspiring creators
Creators & Brands Building New Models
AI enables the democratization of creativity, making it easier than ever for brands and the creators they work with to create high-quality content aligned with their vision.
Themselves
Business
As a hobby
Side gig
What do creators and aspiring creators create content for?
Creators
Aspiring creators
Earned more
money YoY
Signed more
deals YoY
Negatively
impacted
Economic impact on brand deals
"AI is basically touching all areas of the [creative] pipeline, which in turn increases accessibility into the industry." - Kiersay, Fashion Influencer and Creator
1 - Building an audience
2 - Making money from posts
3 - Earning deals with brands
1 - Building an audience
2 - Gaming followers
3 - Finding ideas for new content
Challenges for creators
Creators
Aspiring creators
1 - Lifestyle
2 - Tech
3 - Product reviews
1 - Travel
2 - Lifestyle
3 - Product reviews
Top content categories
Creators
Aspiring creators
1 brand
6+ brands
20+ brands
Amount of brands creators have worked with in the past 12 months
Creator Compensation
Creators are embracing generative AI as it gives them the ability to take on more brand partnerships and content gigs. They can more easily scale their content creation process and the more high-quality content creators can produce, the more monetization opportunities they can capitalize on.
Advertisements
Product placements
Custom content for brands
Where do creators make the most money?
Yes
No
Do you feel you’re fairly compensated?
"Generative AI opens up an entirely new business model for creators and increases monetization opportunities."
- Corbett Drummey, VP Brand Collaboration at Lightricks
8%: None
8%: More than 75%
14%: 50%-75%
28%: 25%-50%
42%: Less than 25%
Percentage of monthly income from content creation
13%: More than $5,000
18%: $500-$1000
26%: $1000-$2000
19%: $2000- $5,000
24%: Less than $500
Monthly income from content creation
22%: Fees will decrease
38%: Fees will increase
40%: Fees will stay the same
Do you think AI will impact creator fees?
Creator Compensation
Creators are embracing generative AI as it gives them the ability to take on more brand partnerships and content gigs. They can more easily scale their content creation process and the more high-quality content creators can produce, the more monetization opportunities they can capitalize on.
"Generative AI opens up an entirely new business model for creators and increases monetization opportunities."
- Corbett Drummey, VP Brand Collaboration at Lightricks
Advertisements
Product placements
Custom content for brands
Where do creators make the most money?
Yes
No
Do you feel you’re fairly compensated?
22%: Fees will decrease
38%: Fees will increase
40%: Fees will stay the same
Do you think AI will impact creator fees?
13%: More than $5,000
18%: $500-$1000
26%: $1000-$2000
19%: $2000- $5,000
24%: Less than $500
Monthly income from content creation
8%: None
8%: More than 75%
14%: 50%-75%
28%: 25%-50%
42%: Less than 25%
