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Is AI a dream or destroy tool for creators?

ET BrandEquity

India's premier source of information, news and opinion on the Marketing and Advertising

发布日期: 2023年9月23日

Recently, Google-owned video platform, YouTube has announced several new AI-powered tools for creators at its annual 'Made on YouTube' event. The company unveiled a suite of Al-powered capabilities that will help creators and artists create, edit, and share content in new ways.

From a ‘dream screen’ to a new mobile app called ‘YouTube Create’, the company plays its role in the new era of creativity.

Back in the day… that is to say, the late 2000s and the early 2010s, digital culture was largely defined by viral video experiences.?

The pop culture landscape was varied. A new type of online video creator was in prominence, but everyone experienced digital culture in basically the same way.?

Now, pop culture is all about content creation.

And this still-evolving pop culture equation is being realised largely through video platforms.

The shift in how digital creators make content is already well underway since the explosion of generative AI tools over the last year.

Among the features coming in the next few months are AI-generated photo and video backgrounds, AI video topic suggestions, and music search.

Neal Mohan, YouTube's chief executive officer said, “We shared new updates that will help creators and artists push the boundaries of creative expression -- by making the difficult things simple and impossible dreams possible. Making it easier for creators anywhere to create content they love is core to YouTube's commitment to putting creative power into the hands of billions of people.”

Other platforms like TikTok have already introduced labels to identify AI-generated material as such.

After launching generative Al models that create images based on text inputs provided by users, OpenAl has now upgraded its offerings with more prowess. The company that launched ChatGPT is brought the third version of it's Al image creator DALL-E 3.?

OpenAl claims that DALL-E 3 understands significantly more nuance and detail (in text prompts) then its previous systems.

A report by LinkedIn stated that Indians are demonstrating greater curiosity and enthusiasm for the future ahead, with 66 per cent of professionals feeling they should know more about Al.

The slew of new Al-powered products could mark a shift in how creator's plan and make their content on any platform. AI-driven insights will likely shift what kind of content creators double down on, and AI-generated content will become more common.