"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." While creators are hiking prices, agency execs say, it's not tied to the advent of synthetic social."
Synthetic social media increasingly produces AI-made, personalized video content that closely resembles human output. Marketers express interest but remain largely hesitant to adopt synthetic social as a staple of marketing toolkits. Agency executives report no significant decline in human creators' opportunities; creators are raising rates amid growing interest in influencer marketing rather than because of AI. The IAB estimates creators account for over one in ten full-time internet-dependent jobs. Brands are seeking longer-term partnerships and agency-of-record relationships to secure a steady pipeline of authentic content. Agencies are planning strategically to address potential issues while monitoring impacts.
Read at Digiday
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