#104 - Courting Creators

Big social media and tech companies are working overtime to attract and keep content creators. They've realized more than ever that creator-made content drives engagement and builds strong communities. Simply offering monetization tools isn't enough anymore to woo content creators. Now, it's all about building end-to-end ecosystems to support creators with everything they need, from start to finish, to make and share their content.

Take YouTube, for instance. With new features like Hype for smaller creators, "Jewels" as a new digital currency for viewer engagement, and integrated AI-powered tools that generate ideas and streamline workflows, it's determined to keep creators in its orbit. Meanwhile, Meta is simplifying life for Facebook and Instagram creators by unifying its revenue streams, and TikTok is expanding its horizons with subscription models for non-streamers.

This trend extends beyond social media, with AI companies like OpenAI joining the fray. Their search for a Head of Creators indicates a push to build relationships with creators and integrate AI tools into their creative process, from content generation to distribution and monetization.

For creators, opportunities are expanding, but a crucial question remains: As platforms tighten their grip on the creative process, who's benefiting the most in this new ecosystem?

AI

The so-called "reasoning" abilities of large language models are under scrutiny. New research from Apple reveals a surprising weakness: The models struggle with math problems after minor changes, raising doubts about their true problem-solving capabilities.

Wikipedia launches WikiProject AI Cleanup to address the growing issue of unsourced, poorly written AI-generated content on the platform.

More:

• Australian broadcaster ABC experimented with an AI tool for podcast titles and descriptions, finding it useful for inspiration but not superior to human creativity. Link
• Adobe Max introduced several generative AI features, including Project Concept, a tool for quickly exploring creative directions. Link
• French AI startup Mistral has released its first generative AI models designed to be run on laptops and phones. Link
• You can now explore the British Museum's digital collection in an interactive way using artificial intelligence. Link

NEWS

Trust in the media among Americans has plummeted to an all-time low, according to a recent Gallup survey. This decline is particularly alarming as the United States approaches critical presidential elections. With trust at rock bottom, there's growing concern about how this skepticism might impact how America will vote.

An investigation by the Washington Post reveals that Meta is engaging in overly aggressive content moderation related to the US elections. Even discussing how to vote isn’t safe.

More:

• Press Gazette analyzes how Microsoft's CoPilot Daily impacts publishers: new risks, key licensing choices, and stressed platform relations. Link
• Journalismfund Europe and International Media Support launch "Pluralistic Media for Democracy," a €2 million initiative to strengthen independent media across Europe. Link

VIDEO

"Where the Robots Grow," is the first feature-length animation film made entirely with AI tools. The film's visual quality is quite remarkable. It's almost indistinguishable from traditional animation. Created using tools like Adobe Firefly and Stable Diffusion, it showcases AI's potential to revolutionize content creation.

Related: Doug Shapiro argues that GenAI in Hollywood isn't just a cost-cutting tool—it's poised to create entirely new forms of media.

More:

• YouTube joins the Content Authenticity Initiative to help viewers identify traditionally filmed videos. Link
• Netflix announces a live weekly talk show with John Mulaney, signaling a growing interest in live programming. Link

AUDIO

Spotify is rapidly expanding its audiobook offerings to France, Belgium, Netherlands and Luxembourg. David Kaefer, Spotify's head of music and audiobooks, revealed to Axios that the company's audiobook engagement has surpassed initial expectations.

Suno Scenes introduces a new way to create unique songs from your favorite photos and videos, all from your smartphone.

NotebookLM now lets you guide the conversation of its podcast-style audio overviews via a new “Customize” prompt.

SHORT

• Casio made a furry robot designed to cuddle and calm you down.
• Internal TikTok documents show that the app is addictive.
• A new program from Adobe aims to teach 30 million people AI, content creation, and marketing skills by 2030.
• Character AI lets users create bots in the likeness of any person—without requiring their consent.
• DC Comics is adapting to modern readers with vertical, scrollable comic formats.

TRENDS

Accenture launched its Life Trends 2025 report. It unveils a growing trend of hesitation among consumers. In an era where AI-generated content is ubiquitous, people are increasingly skeptical of product images, reviews, marketing campaigns, and online content in general.

Ipsos published its Global Trends Report, based on 50,000+ interviews across 50 markets. The report underscores the complexities of our increasingly interconnected yet divided world, with tensions at all levels - from sociopolitical issues to household dynamics.

Tim Stock has started posting his trend themes for 2025 focuses on an analysis of emerging societal shifts.

IDEAS

Anthropic CEO Dario Amodei goes full techno-optimist in a 15,000-word essay on AI. He predicts "powerful AI" will arrive as soon as 2026, defining it as AI "smarter than a Nobel Prize winner" in fields like biology and engineering.

A BBC long-read highlights how social media algorithms have transformed free speech. These algorithms don't restrict what can be said, but determine who sees what content, fundamentally altering the nature of online discourse and information spread.

Many critics today believe that culture is at a standstill, decadent, and out of ideas. But Katherine Dee believes that those critics are failing to notice a new kind of culture developing on social media.

A bit of randomized internet poetry to close this week’s edition.

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