AI Innovators Threaten the Stability of the Influencer Economy
Jeremy Carrasco, a rising figure in social media, has gained over 300,000 followers on TikTok and Instagram since June 2023. Focusing on AI literacy, he aims to enlighten audiences about generative AI. Carrasco believes that discussions on AI should include more diverse perspectives, particularly from creators and producers like himself.
Emergence of AI in the Creator Economy
Initially, Carrasco named his platform “showtoolsai,” reflecting his enthusiasm for ethically using AI in video production. However, he quickly recognized a gap in basic knowledge about identifying AI-generated content. He began addressing common characteristics of AI videos, such as:
- Fuzzy textures
- Wobbly eyes
- Inconsistent background details
- Gibberish text on signs
- Ominously perfect teeth
- Rushed speech patterns
As AI tools like Sora 2 allow users to create content easily, the competition for attention in the creator economy is intensifying. A minute-long video compilation can garner significant views and revenue, especially in developing countries. For example, five million views could translate to about $1,000.
Scams and Ethical Concerns
However, not all AI-generated content is harmless. Carrasco highlights troubling examples, such as the AI Chinese medicine account Yang Mun, which promotes potentially misleading health advice while driving viewers to purchase an eBook. Others misappropriate content by replacing original figures with AI avatars, infringing on creators’ likenesses.
The Future of AI in Content Creation
While Carrasco acknowledges potential ethical uses for generative AI, he is wary of its implications for the creator economy. Traditional platforms like Instagram, Facebook, TikTok, and YouTube are flooded with AI-generated content, complicating the environment for genuine creators. With companies rushing to develop their own generative AI tools and services, concerns about ad quality and creator viability continue to mount.
Carrasco argues that creators often find themselves in a challenging position, akin to running ad agencies, as they navigate these changes. As generative AI encroaches further into advertising, it threatens the very foundation of the creator economy.
