How AI Is Transforming the Creator Economy, From High Pay to Fan Backlash

Artificial intelligence is reshaping the creator economy, extending far beyond superficial trends. The surge of technology has sparked a complex dynamic between AI firms and content creators. At its core, AI offers a profitable avenue for influencer marketing and creator efficiency, yet it also introduces significant risks. Business Insider spoke with creators, talent managers, and other influencer insiders to explore how they are responding to AI’s growing presence, amid rising public tension surrounding the technology — from data centers to extravagant brand experiences. The biggest concern for creators is that their livelihoods rely on trust with their audience, and AI threatens to undermine that trust. Many creators feel compelled to be more transparent about whether, how, and why they employ AI. Ashton McGrady often tells her followers that AI is used for ethical and moral reasons, highlighting accessibility. While her posts are labeled with AI tags on social media — even when little AI is actually applied — she says she rarely incorporates AI into her own content, as reported by Business Insider. For numerous creators, AI is inevitable. Lissette Calveiro notes that achieving a completely AI‑free environment is challenging, regardless of one’s profession, according to Business Insider. Although AI’s emergence has introduced some turmoil, it also brings opportunities; influencers partnering with AI firms are capitalizing on the surge of funding. Leading AI companies are paying creators five‑ to seven‑figure sums to endorse their tools, according to three talent managers interviewed by Business Insider. Corporations such as Google, Meta, Anthropic, and OpenAI, along with startups like Higgsfield, are using creators’ devoted audiences to inform prospective customers about AI tools. For example, OpenAI has assembled a network of influencers to market ChatGPT as a versatile aid across various aspects of life. Data from HypeAuditor indicates that OpenAI is intensifying its recruitment of creators. These lucrative AI payments, however, carry a major caveat: the risk of backlash. With an increasing number of AI brands integrating influencers into their marketing for both consumer and enterprise audiences, creators face a dilemma: risk alienating their fan base or secure a lucrative deal. Have a tip? Contact Sydney via email at sbradley@Themoneytimes.com or Signal at @sydneykbradley.123. Contact Dan at dwhateley@Themoneytimes.com or Signal at @danwhateley.94. Use a personal email address, a nonwork WiFi network, and a nonwork device; here’s our guide to sharing information securely.