The creator economy is once again shifting its attitude toward AI
From a loud rejection of AI content at the beginning of the year to the integration of AI into every stage of creativity: YouTube, Adobe, and CapCut are rolling out agentic tools en masse.
Over the past ten months, the creator economy has almost completely abandoned its radical rejection of artificial intelligence. In the spring, the industry loudly condemned generative AI content and demanded authenticity — now the same platforms are embedding AI into every stage of the creative process.
The turning point came at the beginning of the year, shortly after the release of Sora 2 by OpenAI and the wave of criticism that followed. YouTube carried out a large-scale purge of accounts flooded with low-quality AI content. Instagram head Adam Mosseri published an extensive memo on restructuring ranking algorithms in favor of original content. Brands weary of oversaturation by synthetic content were seeking "living" creators — with their imperfections, creative chaos, and human energy.
However, as practice shows, abandoning AI content generation did not mean abandoning AI itself. Over the past ten months, the technology has quietly penetrated virtually every segment of the creator economy. The question has shifted: it's no longer about accepting or rejecting AI, but about which parts of the creative process creators are willing to delegate to machines.
The symptoms are visible everywhere. CapCut — a popular video editor owned by TikTok — offers a full suite of AI editing tools. Adobe positions Firefly as an "all-in-one creator studio." YouTube recently announced agentic tools: A/B video testing and conversational editing that assist not only in content production but also in strategic planning.
The pattern repeats from cycle to cycle: the industry first rejects a technology at the level of rhetoric, then quietly accepts it at the level of tools. The gap between "AI content" and "AI tools" turned out to be wide enough for the entire platform economy to pass through it.
For brands and agencies, this means revisiting their models of working with influencers: authenticity remains a value, but the production process relies increasingly on automation. The question of pricing and evaluating the work of creators who use AI at intermediate stages remains open.
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