The Future of Creators

AI allows marketers to create content variations in real-time and creators to work outside their categories, as consumers crave more meaningful content.

Startups can compete by bringing AI directly into the customer's workflow and focusing on net-new workflows. With AI offloading mundane tasks, creators have more time for ideation and exploration, and tools focused on ideation and taste will be essential.

In both marketing and creative fields there have been difficult-to-acquire skill sets and functions that have traditionally required different people and tools. However, with the advent of AI, marketers can now create variations of content in real-time, and creators can work outside of their specific categories.

Consumers are bombarded with an infinite amount of content, they will crave content with more meaning, which means creators need to produce better content. 

While creators should be compensated for their work if their style is being imitated, copyright law is outdated and may need to evolve to address these issues.

Startups should focus on areas where incumbents struggle to incorporate AI and on net-new workflows. He provides examples of startups like 11x, which offers an AI sales development representative, and Cobalt, which uses AI for mineral excavation. The potential of AI is huge in creative tools and we are looking for a breakthrough new type of creative tool that leverages large language models and image generation.

The impact of AI on creators and the shift in focus from productivity work to ideation and exploration: tools focused on ideation, art direction, and taste will be essential, as taste may become the differentiator.