More than half of Australian creators are using AI in their content creation, with one in five using it weekly, according to research by influencer marketing business Social Soup.
The research found that AI has significantly changed the approach to content creation for 79% of social media users with 41% saying they are "somewhat confident" in AI tools.
With more creators working as micro businesses without teams, ChatGPT is the most used AI program, used by 72% of creators, followed by Canva AI, which is used by 24% of creators.
Social Soup founder and CEO Sharyn Smith said 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," she said.
"AI allows us to deliver scalable, smarter campaigns that drive better results and, ultimately, strengthen the relationship between creators and brands."
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% of creators are using AI to "create an avatar of themselves" and 30% 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.
Social Soup general manager Jo Dear Bowie-Johnson said 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," he said.
"Now is the time for brands to make a decision how and why they are integrating AI into their marketing strategies."
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