Latest / Influencer Confidential / How AI Could RUIN the Creator Economy and What You Need to Know #253

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How AI Could RUIN the Creator Economy and What You Need to Know #253 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the current Well,
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  Speaker 1: let's jump in. If you know me and you've been
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  Speaker 1: watching my stuff or listening to me for the last
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  Speaker 1: couple of years, you guys know that I am not
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  Speaker 1: a fear mongerer. It's not my style of content. I
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  Speaker 1: don't like to scare people or create divisive content that
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  Speaker 1: puts us against each other. It's just not my style.
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  Speaker 1: I feel like I've always just kind of been like,
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  Speaker 1: let's lay the facts, like let's learn, don't freak out.
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  Speaker 1: That's always just been my energy and it's going to
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  Speaker 1: continue to be I'm not changing. But I do want
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  Speaker 1: to talk about some things that came up in my
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  Speaker 1: Inner Circle community, which is my creator community that I
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  Speaker 1: have we meet every week, and some content I've seen
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  Speaker 1: online regarding AI and the issues it can bring to
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  Speaker 1: us creators. Okay, I actually saw this report recently. It
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  Speaker 1: was like jen z is anxious of AI, but then
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  Speaker 1: uses it. So many of us are using AI in
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  Speaker 1: our lives, and there's so much good that comes to
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  Speaker 1: it with you know, efficiencies and predictivity. No one can
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  Speaker 1: deny that. But there are some things that have met
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  Speaker 1: up at night when it comes to our industry. So
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  Speaker 1: let's start with the story from Inner Circle. This creator
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  Speaker 1: came on the call, asked her question. She basically got
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  Speaker 1: this pitch from a company that, in short, was like,
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  Speaker 1: we want to pay you to use your content to
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  Speaker 1: train our AI models. Now, on the top you're like, okay, cool,
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  Speaker 1: I could get paid a couple thousand bucks for my
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  Speaker 1: content and it's going to train these AI models. Sure,
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  Speaker 1: why not?
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  Speaker 2: Right?
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  Speaker 1: Top level people were thinking that, but as we got
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  Speaker 1: on this call, we just deconstructed it. We were like,
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  Speaker 1: wait a second, she's a makeup artist, so let's just
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  Speaker 1: say she's going to teach like how to make the
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  Speaker 1: perfect cati. Her videos are going to be used to
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  Speaker 1: train AI models to teach how to make the perfect
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  Speaker 1: cat eye. So then why would a brand pay her
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  Speaker 1: in the future when they can just buy the AI
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  Speaker 1: version of it. Even though she got paid short term
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  Speaker 1: to train this model, is it worth it? And it
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  Speaker 1: really opened up this conversation because now more and more
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  Speaker 1: companies are trying to pay creators to have their content
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  Speaker 1: train their models. So at the top we're like, oh,
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  Speaker 1: but we're getting paid, but are we actually paying ourselves
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  Speaker 1: out of a job in the future. This was something
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  Speaker 1: that we talked about in Inner Circle in a judgment
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  Speaker 1: free space, and we just had this conversation. But it
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  Speaker 1: really had me thinking, you know, I think one brand
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  Speaker 1: was willing to pay up to ten thousand dollars. That's
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  Speaker 1: hard to say no to, right, would you say no
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  Speaker 1: to ten thousand dollars if an AI model wants you
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  Speaker 1: to train it with something to think about this creator's
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  Speaker 1: point of view as well, well, like these models are
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  Speaker 1: already doing it, and they're not compensating creators. Like currently
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  Speaker 1: at the moment, right, creators are not being compensated. At
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  Speaker 1: least I'm getting compensated. So that was kind of like
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  Speaker 1: the other side of the conversation. Another conversation piece and
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  Speaker 1: element of this discussion was like, well, I got to
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  Speaker 1: own the content. They're only licensing it from me, right,
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  Speaker 1: so I still get ownership. But again, this company is
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  Speaker 1: using your content to train its AI models for a
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  Speaker 1: set fee. But then they get to make money off
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  Speaker 1: of it forever. Long term, you're getting that short term solution.
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  Speaker 1: So then it begs the question, should you be getting
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  Speaker 1: royalties versus just like a flat fee? And what does
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  Speaker 1: that look like? How do we set up those deals?
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  Speaker 1: We never thought creators were we going to be getting royalties?
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  Speaker 2: Right?
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  Speaker 1: But is that what they should be asking for when
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  Speaker 1: you train a model to just get two hundred buck
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  Speaker 1: flat fee? The second thing I saw that this one
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  Speaker 1: really bothered me. I'm actually going to go ahead and
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  Speaker 1: play this video so that we can watch this together.
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  Speaker 2: I had something very scary and concerning happened to me.
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  Speaker 2: I'm going through it now and I would love any
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  Speaker 2: TikTok attorneys or legal experts to chime in here. But
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  Speaker 2: also with the video that everybody should watch because this
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  Speaker 2: is going to be a huge problem in the future
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  Speaker 2: and it could happen to anybody, and it's going to
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  Speaker 2: get so much worse. So last week people started sending
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  Speaker 2: me this podcast interview of me sitting down talking about
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  Speaker 2: skincare and my skin concerns and reading about this one
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  Speaker 2: specific product that I was using. A lot of the
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  Speaker 2: messages that I was getting were also disparaging, asking like
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  Speaker 2: what the f I had done to my face? The
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  Speaker 2: comments on the video were also predictably not friendly, while
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  Speaker 2: other people just wanted to bring this to my attention
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  Speaker 2: because it's not me. The entire podcast interview of me
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  Speaker 2: promoting this product was digitally manipulated by this company scained official,
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  Speaker 2: using AI. So left is my actual likeness from my
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  Speaker 2: podcast that they obviously used as their template for their ad.
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  Speaker 2: I'll show you a little bit of it. So I'm
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  Speaker 2: going to play you just a few seconds of the
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  Speaker 2: videos that you can see it for yourself. Looks starting.
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  Speaker 2: Thank you, But come on, tell us what's your secret? Okay,
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  Speaker 2: but don't go telling everyone all right, this is my
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  Speaker 2: best kept secret deal, I promise, honestly, you see, it's
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  Speaker 2: not even that complicated. When I was younger, I had
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  Speaker 2: a ton of skin issues. I started noticing fine lines
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  Speaker 2: in my early twenties and thought no way. But to reiterate,
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  Speaker 2: they created an AI version of me that looks like
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  Speaker 2: me and for the most part, talks like me sitting
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  Speaker 2: down for an interview talking about their product in a
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  Speaker 2: paid ad on Instagram. So I sent them a message
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  Speaker 2: before I had my attorneys send a seasoned assist, and
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  Speaker 2: they responded they wanted to apologize, it was never their
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  Speaker 2: intention to use my image or voice without authorization. They
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  Speaker 2: also said that they were not aware that it was
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  Speaker 2: a recognized person or with image rights, which does not
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  Speaker 2: hold up because in this over two minute long video
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  Speaker 2: they used a ton of virol, video from my skincare videos,
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  Speaker 2: my various TikTok and Instagram videos. They had a video
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  Speaker 2: of my boyfriend and I in there, so they very
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  Speaker 2: much knew that I am a real person, not to
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  Speaker 2: mention that they grabbed my person from my own podcast
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  Speaker 2: and used that template to create the AI version of me.
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  Speaker 2: Responding to comments on their ad, telling people that this
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  Speaker 2: was not real, it's deceptive marketing, it's not me, and
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  Speaker 2: after we sent the cease and desist, they blocked me.
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  Speaker 2: I also reported them to Meta, who said that it
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  Speaker 2: does not go against their community standards, which is interesting
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  Speaker 2: because it's literally illegal to steal somebody's persona for commercial use.
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  Speaker 2: I'm sure that you can imagine how unsettling it is
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  Speaker 2: to see yourself saying things that you've never said in
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  Speaker 2: an interview that you've never sat in. Not only is
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  Speaker 2: it illegal, but it also dilutes my brand. Affe's the
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  Speaker 2: trust that I've been building with my audience and my
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  Speaker 2: community for years on end. And I can only imagine
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  Speaker 2: the deeply unsettling and disturbing ways that AI might be
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  Speaker 2: used in this way in our future. So I would
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  Speaker 2: love to hear what are your thoughts?
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  Speaker 1: It is so beyond disturbing, and there's so much that
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  Speaker 1: we need to talk about. Okay, so let's talk about
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  Speaker 1: the deep fake fake content.
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  Speaker 2: Right.
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  Speaker 1: This brand literally created an EI version of this influencer.
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  Speaker 1: They ran adds to it on Meta, saying that she
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  Speaker 1: endorsed their skincare company. I mean, her followers were sending
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  Speaker 1: her this and being like, oh my god, all this stuff,
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  Speaker 1: Like she said, it dilutes her brand that she has
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  Speaker 1: spent years on years making. I literally have goosebumps. Secondly,
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  Speaker 1: it dilutes the trust with her audience. How can her
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  Speaker 1: audience now know what's real what's not? I mean her
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  Speaker 1: company was probably taking years to build. Thirdly, this company
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  Speaker 1: literally created using her podcast audio, using her face fake
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  Speaker 1: videos to promote themselves, and not only just promote themselves,
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  Speaker 1: run ads to it. Deeply disturbing when you think about
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  Speaker 1: how AI can really hurt the creator economy, especially creators
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  Speaker 1: that are well known and huge, but what about the
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  Speaker 1: smaller ones. When she reported it to Meta, Meta had
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  Speaker 1: nothing to say. They're like, this doesn't even go against
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  Speaker 1: the terms or whatever. Deeply unsettling, deeply worrisome. You know,
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  Speaker 1: about your image being misconstrued, your voice being misconstrued, running
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  Speaker 1: fake ads saying that you endorse things when you did it.
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  Speaker 1: I mean, this should worry everyone. Finding ways to talk
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  Speaker 1: to our lawmakers for change around these topics, right I
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  Speaker 1: think that one of the biggest issues is we're seeing
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  Speaker 1: is that the law can't keep up. Technology is just
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  Speaker 1: out beating us. So you have influencers now or creators
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  Speaker 1: now that are having fake content about them being made
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  Speaker 1: through these AI models. I mean, I think that you know,
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  Speaker 1: with every sort of thing, a company will probably come
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  Speaker 1: in and create some sort of AI detection and things
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  Speaker 1: of these natures. I think there will also, you know,
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  Speaker 1: the way the economy works as out there will be
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  Speaker 1: companies that will help us, but it's not there now
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  Speaker 1: and right now. This is very very, very worrisome for
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  Speaker 1: the creator economy in general. And this leads to trust.
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  Speaker 1: This leads to trust and driving down prices. Right, when
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  Speaker 1: we think about trust, the audience is now like, well,
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  Speaker 1: what can I trust? Is this really you? We see
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  Speaker 1: all these AI scripts, AI captions, AI this AI that
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  Speaker 1: you know right now? Writing a caption on chat schiebt
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  Speaker 1: is great? But will your audience care? I don't know,
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  Speaker 1: maybe they don't care, or will they be like, I
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  Speaker 1: don't even trust you anymore? You're just using AI for everything.
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  Speaker 1: When people catch up, will it hurt your trust? And
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  Speaker 1: then they'refore your money? Because will the brands start to
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  Speaker 1: think to themselves, well, okay, well you know, why would
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  Speaker 1: we pay this creator? The content they make isn't even
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  Speaker 1: content that they thought of that, it's just chatchpt content.
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  Speaker 1: Why would we pay three thousand dollars for that? Right?
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  Speaker 1: Is it going to drive down prices? I mean those
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  Speaker 1: are things that I think the creators in my community,
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  Speaker 1: creators that are getting paid partnerships are thinking about the
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  Speaker 1: market's flooded with AI scripts and AI content, right, it's
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  Speaker 1: hard for authentic creators to stand out. And then again
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  Speaker 1: the brand is like, why would I spend two thousand
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  Speaker 1: dollars when I could just have AI make ten versions
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  Speaker 1: of that? These are things that I think are hurting
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  Speaker 1: us without us even realizing that we're doing it. Sometimes
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  Speaker 1: audiences are already a little funky around sponsorships and influencer marketing.
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  Speaker 1: Like your followers are there, they're supporting it, they're into it,
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  Speaker 1: but they're also kind of like, eh, just kind of
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  Speaker 1: with this idea of what we saw in that video
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  Speaker 1: is audience trust at risk. And if your trust is
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  Speaker 1: at risk, so is your money because your money as
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  Speaker 1: a creator is directly link to the trust you have
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  Speaker 1: built with your audience. As of now, there is no
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  Speaker 1: standardized way to prove that your content was stolen. There's
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  Speaker 1: no way to prove that your likeness has matter. You know,
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  Speaker 1: likeness is a funny thing in the creator world because
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  Speaker 1: I have a creator who literally has like, I don't know,
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  Speaker 1: fifty thousand followers and she's like my likeness. I love
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  Speaker 1: that she's thinking about herself in that way that one
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  Speaker 1: day she's going to blow, and that she does not
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  Speaker 1: want brands to use her likeness. But when you think
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  Speaker 1: about like models, like what about their likeness?
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  Speaker 2: Right?
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  Speaker 1: People are not always getting paid for likeness. Likeness is
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  Speaker 1: really at play when you are a recognizable figure. So
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  Speaker 1: you know, I think at the end of the day.
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  Speaker 1: We have to be aware. We have to have these conversations.
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  Speaker 1: We have to talk to lawmakers, you know, we have
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  Speaker 1: to demand better. It's again not yes or no. It's
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  Speaker 1: not a ban ai or you know, go against it.
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  Speaker 1: It's not. It's more than that. It's having these sort
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  Speaker 1: of meaningful conversations in the creator world so we can
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  Speaker 1: kind of discuss how to move forward. It's interesting when
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  Speaker 1: creators were doing things for free, so many quators banded
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  Speaker 1: together and we're like, don't do that. You're hurting everyone. Right,
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  Speaker 1: So if a creator goes out there and lets an
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  Speaker 1: AI model use their content to train another AI model,
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  Speaker 1: maybe we got a band together and say don't do that.
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  Speaker 1: Don't do that because you're hurting all of us from
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  Speaker 1: a future job. Things to think about. I'm really interested
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  Speaker 1: in your guys' opinion on this. I want to hear
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  Speaker 1: from you the creator directly, or maybe you're a brand.
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  Speaker 1: If you are a creator that sees wait a second,
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  Speaker 1: there's so much opportunity in here. I want my piece
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  Speaker 1: of the pie. I want to get in there. I
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  Speaker 1: want to pitch to brands. If you're listening in and
• 11:32
  Speaker 1: you're pumped and you're seeing all the opportunity that there is.
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  Speaker 1: Make sure you watch my training how to Land Paid
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  Speaker 1: brand Deals. It's about an hour long. I'm including the
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  Speaker 1: of great information in there for you, so go ahead
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  Speaker 1: and click that training right away so you can go
• 11:50
  Speaker 1: in and learn actionable strategies to help you get those
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  Speaker 1: paid partnerships. I hope you enjoyed today's episode. If you did,
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  Speaker 1: show and visit Sidewalkerdaily dot com for more resources on
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  Speaker 1: all things influencer marketing and social media. Until next time,