Creators turned the film industry upside down—and now artificial intelligence is poised to shake things up for them. Imagine a world where crafting stunning videos isn't a tedious grind anymore; it's as simple as a quick command. But here's where it gets controversial: How will this seismic shift redefine the influencer landscape, and who might it leave behind?
As Sora 2 takes over our social feeds, it's sparking urgent debates about the future of content creators. Picture this: With the power to generate lifelike videos instantly, what happens to the painstaking art of filming and editing by hand that has been the backbone of influencer success?
For many influencers, this automation wave brings a wave of excitement. It's like gaining a superpower—a cutting-edge tool that lets them share their messages and stories more effortlessly than ever. On the flip side, though, it stirs up deep fears. Their edge has always been those hard-earned skills in capturing and refining footage, and now that the hurdles are practically gone, almost anyone can jump in. Think of it as leveling the playing field so dramatically that the 'exclusive' club of creators could become overcrowded overnight.
A passionate grassroots movement is rallying to highlight these risks. Take Toronto-based artist Sam Yang, who's been vocal on his platforms for some time. With nearly 2 million YouTube subscribers hanging on his every word, he warns that 'artists are fed up with AI art because their copyrighted work is being used to train AI models without their consent, leading to reputation damage, forgery and fraud.' For beginners in this space, this means that when AI learns from existing videos without permission, it can create knockoffs that harm the original creators' credibility and income—essentially stealing their intellectual property to fuel new content.
Model and activist Sinead Bovell echoes these concerns in the modeling world, boasting about 600,000 combined followers on Instagram and TikTok. She recently pointed out that as we grow accustomed to AI-generated images, we might forget to check if a real person—someone who's poured hundreds or even thousands of hours into perfecting their craft—is fairly compensated for their likeness now powering AI tools that compete directly with human livelihoods. It's a stark reminder of the human cost behind the convenience.
Backing this up, a recent investigation by The Atlantic revealed that AI systems have been trained on at least a million instructional videos from top influencers, covering everything from DIY woodworking tutorials to beauty tips. This could allow just about anyone to replicate those influencers' efforts and carve out their own audiences—raising ethical questions about fair credit and ownership in the digital age. And this is the part most people miss: It blurs the line between inspiration and outright copying, potentially devaluing years of expertise.
Yet, AI advocates in the creator community argue that this ease of video production will spotlight what machines can't replicate: genuine human connection, personality, and flair—the very traits that make influencers shine. As an example, think of how a heartfelt story or quirky humor can turn a simple video into something unforgettable, setting real creators apart.
They also point out that virtual influencers, like Aitana López created by Barcelona's The Clueless agency (whose motto is 'Blurring the line between the real and the virtual'), or Lil Miquela from Vancouver's Dapper Labs, have thrived alongside human ones for years. These digital personas are designed by people, blending creativity with technology to offer their own unique styles—proving that AI can complement rather than replace the human touch.
No doubt, AI is likely to flood the influencer space with more 'slop'—that term for low-quality, generic content—and crank up the competition to intense levels. But in some cases, it could inspire human creators to double down on their distinctiveness. After all, many already excel at standing out, whether through authentic storytelling or niche expertise. Imagine influencers leaning into live interactions or behind-the-scenes authenticity to build deeper bonds with fans.
Ultimately, this AI revolution forces us to ponder: Will it democratize creativity, or widen the gap between tech-savvy giants and the rest? Do we risk losing the soul of human-crafted content in pursuit of efficiency? We invite you to share your thoughts in the comments—do you see AI as a threat or an opportunity for influencers? Agree or disagree with the warnings from creators like Sam Yang and Sinead Bovell? Let's discuss!
This piece originally ran in the Oct. 15 edition of The Hollywood Reporter. Interested in more? Subscribe here: https://subscriptions.hollywoodreporter.com/site/thr-subscribe.
