"My voice is everywhere, and it does create a little bit of a sense of paranoia," said Joy Ofodu, a full-time creator and voice actor. In light of the AI boom, Ofodu has started including an AI-related rider for speaking engagements, asking clients not to train, adapt or modify her voice on any kind of AI system. "I am really bullish about sending out the rider, and just asking that my clients consider it. And luckily enough, most of them do," she said.
AI has brought on a shift in influencer marketing. Marketers are commissioning creator content either fully or partly using generative AI, and there's been a resurgence of virtual influencers and AI-generated content creators. Last week, SAG-AFTRA struck a deal with Narrativ, an online platform on which performers can license digital voice replicas to be used in audio ads.
This isn't to say there hasn't been pushback. SAG-AFTRA's video game performer members went on strike against major companies, citing AI usage and consent as a sticking point. And last month, AI video generator Runway came under fire after allegedly training thousands of YouTube videos from news outlets, entertainment companies and creators without permission.
While AI clauses in influencer-brand contracts have yet to become the standard, the topic has given influencers something to think about, according to Steven Sharpe, a full-time lifestyle and wellness content creator with more than 24,000 followers across TikTok and Instagram.
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