HomeAI Core TechnologiesContent Creators are (Almost) All-In on Generative AI Tools

Content Creators are (Almost) All-In on Generative AI Tools

Descript’s Creativity in the Age of AI Report Finds 65% of Surveyed Content Creators Have Used Generative AI Tools

A year ago, few creators had seen or heard of, let alone used generative AI tools like ChatGPT and Dall-E, but a new survey shows that nearly two-thirds of podcasters, YouTubers, and social-media video creators surveyed say they have used those tools to make higher quality, more creative content. Descript, the simple, powerful, full-workflow video and audio editor, today announced the findings of its first Creativity in the Age of AI Report.

As AI generation and creation tools for audio, video, writing and ideation become more mainstream, Descript, in partnership with Ipsos, surveyed 1,004 podcasters, YouTubers, and short-form video creators to learn about their use of and feelings about artificial intelligence that could soon be as common in creative workflows as ring lights.

Among Descript’s key findings:

> Creators are (almost) all-in on generative AI tools: Nearly two-thirds (65%) of creators surveyed have used generative AI tools in their creative work, and 78% say they are likely to use the tools moving forward.

> Creators believe AI tools will lead to better, more creative content: The creators we surveyed understand the benefits of generative AI and expect it to lead to positive changes in the creator economy over the next year:

  • – 80% of respondents predict the time savings from generative AI will be a significant change for the better
  • – 77% say it will better the quality of content
  • – 75% say it will better the creativity of their content
  • – 74% say it will better the quantity of content
  • – 71% say it will better the accuracy of their content

> They’re already seeing the benefits: The survey respondents already using generative AI tools are seeing the impacts:

  • – 53% say it’s improved the quality of their content
  • – 52% say it’s enhanced their creativity
  • – 52% say it’s saved them time

> Early adopters of generative AI tend to be more successful as creators: Respondents who say they’ve used generative AI in their workflows report a median of roughly 4,800 followers compared to roughly 1,400 among those who haven’t started using AI tools. These early adopters also report a median income of nearly $16,000, versus just over $2,000 for creators who say they haven’t used AI tools.

> Text tools get the most use (so far). Creators surveyed are more likely to use text generation tools like ChatGPT than any other type of AI tool with 22% reporting regular or somewhat regular use. Only 13% of respondents say they have never heard of text generation tools. 45% of respondents say they have either tried, or regularly use, AI text-generation tools.

“We’re already seeing a huge wave of adoption of generative AI tools among creators, and this is just the beginning. The technology is advancing so rapidly and it’s getting better and more accurate every day,” said Ashley Hamer, Managing Editor at Descript. “And as creators get more hands-on experience with it and ease into adopting the tech into their daily workflow, the sky is truly the limit for the type and volume of content we’ll see.”

“A lot of people are afraid that AI will replace our ability to create content, or that there will be so much AI generated content that there’s no place for the humans,” says video creator Meredith Marsh, a YouTube creator with nearly 75,000 subscribers. “But for me, it’s actually amplified my creativity and my ability to put out content when I have a seedling of an idea, I’ve used AI to help me expand on that idea.”

Download the full report here.

The Methodology

These are the findings of a Descript poll with data collection by Ipsos conducted between March 29 and April 12, 2023. For this survey, a sample of 1,004 podcasters and video creators from the continental U.S., Alaska, and Hawaii was interviewed online in English. To qualify, respondents needed to be 18+ and create and publish original podcast or video content on their own personal account, a business account, or as a part of their job for a business or brand at least once a month.

After the survey was concluded, Descript performed qualitative interviews over the internet with six creators three podcasters and three video creators sourced within their professional networks. Each conversation was 30-45 minutes long, and Descript asked each subject the questions within the survey and to share their thoughts about the results gathered from the original survey respondents.