The rise of AI content: the end of human creativity or a new opportunity for artists?

We must ensure that the quality of content and the well-being of society are at the forefront of our considerations as we navigate this uncharted territory


In the world of technology, where advancements come and go at the speed of light, a new player has emerged with the power to change everything.

Artificial Intelligence has taken the world by storm in the last decade, automating tasks that once required human intervention with unparalleled efficiency. But now, a new frontier has opened up with the advent of generative AI models, a technological leap that could alter the course of content creation as we know it.

These AI models create new content, such as texts, images and sounds, without much human intervention. Their ability to automate content creation, reduce the cost of production, and create highly personalised content catapulted them to stardom in the past year.

Since they are now rivalling human counterparts, these models have the potential to disrupt traditional content creation methods, including influencer marketing, music creation, TV/movie production, and all the creative industries. This technology will profoundly impact content creation as we know it, transforming how we consume and experience content forever.

Unless you’ve been living under a rock, you’ve probably heard about chatGPT by now. An AI trained on massive amounts of data, allowing it to generate realistic and coherent text that rivals that of human writers. It can write articles, essays, and even poetry with stunning accuracy. It even creates computer code, solving complex problems with remarkable speed and efficiency.

However, these models are not limited to language generation; they can translate documents, answer questions, and identify the sentiment of text. With their increasing power and versatility, this kind of AI has the potential to revolutionise many industries, from journalism to education and beyond.

The next frontier is, without a doubt, image generation. Filters, Photoshop and other image manipulations are already a thing of the past. Models like Dall-E and Midjourney are revolutionising the influencer industry by creating high-quality pictures without human intervention. The AI can then write posts using generated text and including fake images.

This content is much more attractive to humans since it’s highly optimised for their liking, thus leading to a decline in the popularity of human influencers and the rise of virtual ones. We estimate that the market for virtual influencers will reach $4.6 billion by 2025. Not just that, but it will unleash the realms of hyper-personalisation.

These AI can change how people consume and perceive influencer content, potentially offering unique content tailored to individual preferences. The virtual influencer can post generated photos taken with its fans in any location or event worldwide.

These models can also be used to create songs sung by any artist without the need for human musicians. Microsoft’s VALL-E can simulate anyone’s voice using just 3 seconds of audio as input. Can you imagine Ozzy Ozbourne singing a Lady Gaga song?

While it is true that these models lack the human touch and emotional depth of human musicians, they have the potential to change the way people consume and experience music. For example, anyone can today create personalised music playlists tailored to the individual’s preferences and moods, providing a unique and personal music experience.

Soon, we’ll start seeing songs written and sung by an AI, participating in music festivals and gaining popularity on Spotify.

But that’s not all. We have recently experienced the rise of deep fakes, which modify existing videos to depict events or actions that never actually happened. In a few years, the AI will generate high-quality video content entirely from scratch. When this happens, it will revolutionise how we produce and experience TV or movies. These models can generate entire scripts, TV shows, and movies without needing human writers and actors.

While this could result in cost savings for producers, it also raises concerns about the loss of creativity and artistry in TV and movie production.

On the other hand, they will change how we consume TV and movies since they will create personalised content tailored to individual preferences and interests. Imagine being able to change the ending of Game of Thrones to your liking, generate a new Harry Potter Movie based upon your ideas, or even take part in a movie as the main Jedi in Star Wars.

The impact of generative AI models on content creation is a complex and multifaceted issue. On the one hand, these models can transform how we create and consume content.

On the other hand, they also raise significant concerns about the potential loss of jobs, the impact on creativity and authenticity. It falls upon content creators and policymakers to take action to ensure that the benefits of these models are realised while minimising the potential consequences.

We must ensure that the quality of content and the well-being of society are at the forefront of our considerations as we navigate this uncharted territory. The future of content creation is in our hands, and it is up to us to shape it in a way that benefits all.

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