The relationship between AI and influencers is … complicated
· Business Insider
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- Influencers and AI have a tricky relationship.
- AI companies need influencers for marketing. Influencers want to get paid. Some fans are mad.
- Business Insider has interviewed creators, managers, and brands about the complicated dynamic.
AI is making waves in the creator economy — and it goes well beyond slop.
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The rise of technology has set off a complicated relationship between AI companies and influencers.
The basic issue: AI presents a lucrative opportunity for influencer marketing and creator productivity, but also comes with big risks.
Business Insider has interviewed creators, talent managers, and other influencer industry insiders about how they're adapting to AI's role as public tumult over the technology — from data centers to lavish brand trips — reaches a boiling point.
Most pressing for creators: Their jobs are built on the trust between them and their followers, and AI has the potential to damage those relationships.
Read more: The creator economy is debating whether influencers can post AI ads without alienating their fans
Some creators now feel they have to be extra transparent about if, how, and why they're using AI.
"I very frequently tell my audience that there are ethical and moral reasons to use AI. When I do, it's from an accessibility perspective," said Ashton McGrady, whose content has received AI labels on social media platforms (even if little AI was used). She told Business Insider that she rarely uses AI in her work.
For many creators, AI is unavoidable.
"It's really difficult to have a fully AI-free experience right now, no matter what line of work you're in," creator Lissette Calveiro told Business Insider.
Read more: Influencers are afraid of the AI "Scarlet Letter"
While AI's arrival has brought with it some chaos, it's not all bad news. Influencers working with AI companies are lapping up the AI-boom cash.
Top AI companies are offering some creators five to seven figures to promote their tools, according to three talent managers Business Insider spoke with.
Tech companies like Google, Meta, Anthropic, and OpenAI, as well as startups like Higgsfield, are leveraging creators' loyal audiences to educate potential customers about AI tools.
OpenAI, for instance, has been building an army of influencers to promote ChatGPT as a helpful tool in many facets of life. Data from influencer marketing platform HypeAuditor revealed that OpenAI has been doubling down on hiring creators.
Read more: OpenAI is enlisting an influencer army to make it look "good for the world"
These AI paychecks, however, come with one big asterisk: potential backlash.
As more AI brands welcome influencers into their marketing strategies for both consumer and enterprise customers, creators can be left at a crossroads. Will I anger off my fans? Or will they support me getting the bag?
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