For many creatives, AI has evolved from a fear striking buzzword to steadfast companion. It’s now a tool that is seamlessly and regularly applied to the whole of the creative process: from ideation, through strategy and production, to execution.
The disruptive influence of generative AI is overwhelmingly embraced as a positive. Three quarters of marketers and two thirds of creators agree. And, although there was a drop off in consensus among consumers, the findings nevertheless reveal that there are twice as many who agree than disagree .
Our own exploration of this has confirmed creators’ convictions. Across three generative AI creator campaigns, we recorded consumer engagement between two to five times higher than the benchmark.Generative AI content cuts through cluttered feeds, delivering content that pushes beyond the limits of a tangible, human world. With limitless outputs, its potential for creativity is as vast as it is diverse.
Across all of the tools we surveyed creators on, most were using at least one, and many were using several. Perhaps unsurprisingly, tools like Chat GPT and Google AI were the most popular - presumably for creative inspiration and streamlining mundane processes like script and caption writing., and the one in five using Dall-E , MidJourney , Descript and Runway ML .