Australia and New Zealand’s largest influencer marketing business, Social Soup, has unveiled new research that reveals more than half of Australian creators are using AI in their content creation, with one in five using it on a weekly basis.
The research, which was released this week at Social Soup’s “AI in Action” webinar, found that AI has significantly changed the approach to content creation for 79 per cent of social media users and that confidence in AI tools is continuing to build, with 41 per cent of creators “somewhat confident” and 13 per cent “very confident”.
With today’s creators increasingly working as micro businesses without teams, the need to do more with less has them pursuing efficient alternatives. ChatGPT is the most used AI program, used by 72 per cent of creators, followed by Canva AI, which is used by 24 per cent of creators.
“AI is rapidly becoming a vital resource for creators, empowering them to streamline their processes and engage more effectively with their audiences. What we’re seeing – and what’s most encouraging – is that creators are using AI responsibly, not to produce fake content but to improve their workflow through research, brainstorming and editing tools,” said Social Soup founder and chief executive officer, Sharyn Smith.
“At our webinar we spoke about how we’re embracing this evolution, integrating AI into our own tech stack through our ContentIQ platform to provide more effective solutions for creators and brands alike. AI allows us to deliver scalable, smarter campaigns that drive better results and, ultimately, strengthen the relationship between creators and brands”.
“We look forward to releasing more stats and data as we delve further into the opportunities that AI presents,” she said.
Social Soup’s research also found that despite the growing involvement of AI, retaining authenticity is of the utmost importance to creators, as they are conscious of their followers’ ability to spot AI-created content. Only 1 per cent of creators are using AI to “create an avatar of themselves”, and 30 per cent of creators will not follow an AI-generated account.
Thirty per cent of creators say they are not using AI due to a lack of understanding of and knowledge about the evolving technology.
“We understand that many creators are wary of AI-generated content feeling inauthentic. That’s why we emphasise using AI as a tool to enhance creativity, not replace it. It’s about empowering creators to stay authentic while working smarter. Now is the time for brands to make a decision how and why they are integrating AI into their marketing strategies,” said Social Soup general manager, Jo Dear Bowie-Johnson.
