Content creators are navigating significant reputational risks in the age of artificial intelligence, with backlash mounting over their use and promotion of AI technologies. This criticism arises from several key areas, including direct promotion of AI companies, the extent to which AI is integrated into their creative process, and even instances where their original work is mistakenly flagged as AI-generated.
Influencers who participated in an OpenAI-hosted "Summer Camp" event in early August faced significant criticism, with comments labeling the event "dystopian," "gross," and "morally bankrupt." An OpenAI spokesperson stated that the retreat was educational and that creators are vital to community engagement and product understanding. Similarly, interior design creator Cliff Tan issued an apology after a promotional post for the Chinese AI platform Dreamina disappointed many viewers. Talent firm CEO Eric Bogard noted that creators are hesitant to promote AI companies due to public relations concerns surrounding job displacement and environmental issues related to data centers.
Creators also encounter trouble when their audience perceives AI as being heavily involved in the final product. YouTuber Hank Green experienced this when he disclosed his use of AI as a research aid, admitting it had negatively impacted his work. He has since implemented new policies, prohibiting AI from writing, editing, or outlining scripts, ensuring human origin for video theses, and banning AI-generated images or music.
Furthermore, even creators who actively avoid AI can find their content mislabeled. Social media platforms like TikTok and Instagram are attempting to identify and label AI-generated content, leading to instances where genuine work, such as physical Polaroid photos or hand-painted art, has been flagged. Creators like Gregory Littley and Lindsey Lee Lugrin expressed frustration over these inaccurate labels, which they find "cringeworthy."
