Content creation in the age of AI: generative AI’s impact on social media content creators and freelancers

Abstract

This research-based thesis will explore what kind of impact generative artificial intelligence (AI) tools have on online content creators and freelancers. Since the subject of generative AI is very topical, author recognised an opportunity to conduct the research. Additionally, many freelancers have yet to capitalize on the opportunities generative AI offers for content marketing purposes. Generative AI is also a subject which raises concerns for many content creators, with factors such as misinformation, copyright issues and increased competition in their industry.

The research was conducted as mixed-method research, with both primary and secondary data used to collect the data. Primary research was collected through interviews with people, that identify themselves as content creators or online freelancers, on either Instagram or Linkedin. Interviewees provided information about their strategy of using generative AI tools in their work, including integration, usage, perceived benefits and concerns, as well as future outlook. Secondary data was collected through an online survey (n=74), which was used to study consumers’ attitudes and perception of generative AI in content that they consume. The survey results indicate that majority of respondents have reservations regarding AI-generated content and don’t feel fully confident in their ability to separate AI-generated text or images online from authentic ones. Content creators must recognize the hesitancy that’s surrounding AI-generated content and take proactive measures to remain transparent and credible to their audiences.

The research found that content creators on Linkedin mostly use ChatGPT for their text posts, when creating professional or educational-toned content, but are sceptic regarding the authenticity and quality of AI-generated posts. For content creators on Instagram, tools like ChatGPT, Hootsuite’s AI text generator and Canva were the most popular tools, used for creating templates, photos and captivating captions. Losing personal touch in the content creation scene and increased competition are prevalent topics when discussing their concerns.

The author believes that the usage of generative AI in content creation and for online freelancers will be both inevitable as it is transformative. Author suggests integrating generative AI tools to all content creators’ creative processes, while maintaining a personal human touch in their work. Understanding that optimizing prompts creates the most efficient and accurate outputs is a vital skill for content creators, especially in the coming years