As Artificial Intelligence Continues to Advance, Many May Find Themselves Out of a Job

Artificial intelligence is rapidly changing the game in the influencer space, with the potential to wipe out as many as 80% of paid influencers in just a few months. In the past, content creators could earn hundreds to tens of thousands of dollars for a few social media posts, but AI platforms are now able to churn out images and videos in just a few minutes for free that could be indistinguishable from reality.

Sabri Suby, founder of digital marketing agency King Kong, told Yahoo Finance that AI is “changing the game” in the influencer space. “I would say that 30 to 40% of the short-form content that people are consuming now, they’re not even aware that it is AI-generated,” he said. Suby notes that while AI-generated content was once easily detectable, it has now become increasingly sophisticated, making it difficult to distinguish from real content.

A report published by IZEA last year revealed that 55% of adults aged 18 to 60 were willing to leave their 9-to-5 jobs to become a full-time influencer or content creator. However, with the rise of AI-generated content, it may become increasingly difficult for individuals to make a living in this industry. In fact, Suby estimates that 30 to 40% of the short-form content consumed by the public is now AI-generated.

The influencer industry can be broadly categorized into three tiers. At the bottom tier are user-generated content (UGC) creators, who are everyday people with followers in the three-to-four-digit space. Brands pay UGC creators hundreds of dollars to shoot content with their products, which can then be used for marketing on their own channels. Fitness coach Sumbul Ari made $13,000 in just six months doing UGC, demonstrating the potential for UGC creators to earn a decent income.

In the middle tier are run-of-the-mill influencers, who could be in any sector imaginable and have tens or hundreds of thousands of followers. They may get invited to events and parties and make a pretty penny through brand deals. However, with the rise of AI-generated content, it’s becoming increasingly difficult for these influencers to stand out and make a living. One bikini brand owner was shocked when three influencers she reached out to to collaborate with quoted her between $1,000 to $82,000 for a variety of social media posts.

At the top tier are mega influencers, who have millions of followers, a brand deal or 10, and potentially a podcast, a fashion collection, makeup line, or a swimwear collaboration. They are the ones who likely jumped on the influencer bandwagon early and have spent years documenting their lives for their supporters. These influencers are likely to be safe from the AI-generated content threat, as they have a genuine influence over people and are often seen as bankable stars.

However, even mega influencers may eventually face competition from AI-generated content. Google’s Veo 3 AI video generator was revealed just last week, and some of the examples it showed made it incredibly difficult to work out what’s real and what’s fake. Suby notes that AI-generated content is not just limited to images and videos, but can also be used to create audio content, such as podcasts and voiceovers.

Suby believes that the future of the influencer industry will depend on the ability of individuals to create authentic and engaging content that cannot be replicated by AI. “I don’t think AI means that if you’re an influencer, you can’t make a living doing it,” he said. “You’re just going to need to be a hell of a lot better than what you would have needed to be previously. It’s going to be forged on you being more vulnerable, forming deeper connections, and doing things that AI isn’t yet able to do.”

Suby suggests that influencers will need to focus on creating content that is more personal and relatable, such as doing TikTok Lives or Q&A sessions on Instagram. However, even these types of content may eventually be replicated by AI, making it difficult for influencers to stand out and make a living.

As the influencer industry continues to evolve, it’s clear that AI-generated content is going to play a major role. While it may be difficult for some influencers to adapt to this new reality, it’s also an opportunity for others to innovate and find new ways to create engaging and authentic content.