Social Giants Build for AI Future Where Creators Have Less Power

https://www.businessinsider.com/social-giants-build-ai-future-creators-less-power-2026-3

Publish Date: 2026-03-12 04:25:00

Source Domain: www.businessinsider.com

Shift in Focus from Creators to AI: Major social media platforms, notably Meta, are increasingly turning their focus to artificial intelligence (AI) over influencers and creators, which has led to a decrease in the special treatment that creators once received.
Concerns Over AI Usage Without Consent: Instagram’s “Shop the look” feature, which tags and sells products from influencers’ posts without their knowledge or consent, has sparked significant backlash among creators, who are worried about their content being used without financial gain or permission.
Declining Leverage of Influencers: As platforms prioritize AI and new technological advancements, influencers feel less prioritized and may be viewed more as dispensable than before, similar to how ride-sharing drivers are treated by companies like Uber.
Potential Threat to Creator Economy: AI’s ability to generate content can diminish the value and necessity of human creators, making it increasingly easier for platforms to generate and manage content with minimal human intervention.
Opportunity for Collaboration with Creators: Despite the potential negative impacts, Big Tech companies could still integrate creators into the AI ecosystem by offering them commissions on sales generated through their content, ensuring their livelihoods are sustained alongside technological advancement.
Stakeholder Trust and Content Trustworthiness: AI-generated content might not always provide the authenticity and trustworthiness that creators bring to platforms. This could lead to challenges in advertising and brand engagement, as audiences may prefer content that feels ‘real’ and human-created.
Risk of Repercussions if Creators are Neglected: If social platforms move too aggressively towards AI at the expense of creators, they risk losing the trust of not only creators but also their audiences. Social media companies therefore need to balance innovation with the livelihoods of creators.
Creators’ Skepticism Towards AI: A significant majority of creators are skeptical about the impact of AI on their industry, emphasizing the importance of the personal connection and authenticity that human creators bring to their platforms.