Generative AI has the potential to revolutionise the creator economy by enabling brands and creators to experiment with models like ChatGPT and DALL-E 2. These models are being used to develop creative briefs, text, video thumbnails, and images. Social platforms and creator economy startups are introducing generative AI tools, but they won’t replace creators entirely due to significant limitations. Generative AI will serve as a catalyst for sponsored content and contribute to the growth of the creator economy. It will expedite the content creation process, facilitate brand-creator sponsorships, drive investment growth, and inspire the development of more creative tools on social platforms. Although generative AI currently allows users to generate text, develop creative briefs, test creative, produce audio, and pitch brands, it has limitations. It cannot generate original ideas, produce complex videos, or streamline the process of creator identification. These constraints ensure that creators will remain essential in the content creation process.

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