Why Creators Matter More Than Ever in the Age of AI
Scroll through your favourite social media channel for two minutes and you’ll come across a slightly too perfect photo, a caption that sounds like it has a degree in marketing all on it’s own, a video where everyone has six fingers and a shark fin, or an advert crammed with so many conflicting marketing messages, you don’t actually know what it’s trying to sell you.
AI-generated content is everywhere. And while AI has opened up huge opportunities for brands to create content quickly and consistently, it’s creating another problem.
Content is looking and feeling more generic by the day.
And we’re starting to question what we see. Is that photo real? Is that actually the hotel room? Is that person even a real person?
The lines between real and AI-generated content are becoming increasingly blurred. In fact, Gartner found that 68% of consumers frequently wonder whether the content and information they see is real.
Another study found that 93% of consumers say it matters that brand communications feel like they came from a real person, while 55% view a brand less favourably once they can tell AI produced the creative.
So, while brands have never had more tools to create content, being visibly human has never mattered more. And this is where creators have an edge.
Bringing creators into your campaigns
Creators bring personality, experience and their own perspective to your brand. More importantly, they create content that feels natural in the feed rather than like another advert competing for attention. For brands, that content can work much harder than a single post.
Creator photography, Reels and UGC can become part of a wider campaign, used across your own social channels, paid advertising, website and email marketing.
And you don’t necessarily need creators with huge followings. Finding someone with the right audience, content style and genuine fit with your brand can be far more valuable.
People trust people
Before we book somewhere, buy something or visit somewhere new, we want to see what other people think. We look at reviews. We watch Reels. We search TikTok. We look at tagged photos. We want to see the real experience, not just what the brand tells us it looks like. Because people trust people.
AI can help brands create more content, but creators give that content something AI can’t: a real person, having a real experience, sharing it with other people. And as AI-generated content continues to fill our feeds, that human element is only going to become more valuable.
At Lemon Pip Digital, we help brands find the right creators, manage collaborations and build creator content into wider digital campaigns. Find out more about our Influencer Marketing services and how we can support your next creator campaign.
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