Generative AI has the potential to revolutionise the creator economy, with brands and creators experimenting with models like ChatGPT and DALL-E 2 for creative briefs, visuals, and more. While generative AI tools are being rolled out by social platforms and creator economy startups, they won’t replace human creators due to limitations. However, generative AI can serve as a creative spark for sponsored content, expediting the content creation process and facilitating brand-creator sponsorships. It can also drive investment growth and inspire the development of new creative tools on social platforms. Despite its current capabilities in generating text, testing creative ideas, and pitching brands, generative AI cannot generate original ideas, produce complex videos, or streamline creator identification. Marketers need to prepare for the impact of generative AI on influencer marketing campaigns.
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