Questão 4 - UNESPAR 2024

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I was an influencer. AI will destroy us

I used to be a capital-I "influencer". With a big dream, I started a blog, Twitter and later an Instagram account about fashion and life in New York.

The content I was creating was, in a way, already bought and paid for by the brands I had partnered with. They wanted results, and I had to figure out quickly how to do that.

As more and more features rolled out—stories, Snapchat, video—the pressure increased. The sheer amount of content that I had to make was astounding. It was 24/7. I lost a crazy amount of weight, had to keep a special wardrobe, intense self-care and beauty regimen.

I believe that had created a wave of content burnout for creatives like me—and I wanted no part of it. So I shut down my blog and disappeared from the internet. I realized that there didn't seem to be a way for individuals to build a brand or community without sacrificing their entire life for it. So I started my agency, FrequenC, and we had one rule: culture can't be forced.

And then AI showed up.

In many ways, I am pro-AI. I believe it can improve our lives by removing the work that doesn't light us up, like scheduling, writing a stern email, or optimizing our travel routes for traffic. But now that it's being used for content creation, I see creative burnout coming on an epic and terrible scale.

Creatives are being pressured across the spectrum—from TV writers to actors, fashion bloggers, and podcasters—to use AI to "optimize" their processes and "automate content" to be even more online and even more present than before.

And if you can't hack it? Then your employer or brand partner might use AI anyway, training it on your work so they don't have to rely on you.

 

I believe we are heading into an era with a "lost" generation of creativity. Because there is no way human creators can survive in that kind of environment. Just like there is no way that machines can replicate heartbreak, passion, and lived experiences that are part of our daily lives.

Creatives know that the best creative work comes from vulnerability and emotion —the human experience.

The replacement of human creatives only makes it more likely that we'll be seeing AI-generated, precisely calculated material that keeps us online no matter what. And the best way to do that is through outrage and shame. So not only are the creatives being pushed out of their field—in return, all of us will be served content that, honestly, doesn't serve us.

To take a break from that dystopian reality—I don't think it is permanent. Humans follow humans. Humans react to a heartfelt song or a landscape painting, because we can relate to the footsteps of those who created it.

There's a movement now that tells us that who you are is more than the content you create. Our lives are messy. And yet, we still find the things we're passionate about and share them with others.

That's creativity. That's the role of a creative. And it's what AI can't replace.

Fonte: https://www.newsweek.com/artificial-intelligence-social-media-influencer-1823308. Acesso em: 30/8/2023. (Adaptado).

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