Why AI and synthetic social aren’t driving up creator value — yet

In the age of synthetic social, it’s getting harder to tell the difference between AI and human-generated content. Despite the AI hype, the influx of synthetic social (and mounting backlash to so-called AI slop) isn’t resulting in more, lucrative brand deals for creators according to the five influencer agency execs Digiday spoke with for this piece.

Over the past year, AI-powered video apps like OpenAI’s Sora or Meta’s Vibes have developed further into the uncanny valley with machine-made, personalized social media content. Marketers are interested but largely hesitant to make synthetic social part of their marketing toolkit mainstays.

“It’s (synthetic social is) still novel,” said Thomas Markland, founder of the creator company HYDP, “While companies like ours are becoming increasingly aware of potential issues, planning strategically to deal with them, we have yet to see significant impacts on human creators.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.