Latest / Influencer Confidential / AI Is About to Change Brand Deals FOREVER (Creators, Watch This ASAP) #281

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AI Is About to Change Brand Deals FOREVER (Creators, Watch This ASAP) #281 · 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 currentin Well,
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  Speaker 1: let's jump in. You know how AI is changing the
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  Speaker 1: creator industry in general, it's also changing brand deals, and
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  Speaker 1: we are going to talk about things that I am
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  Speaker 1: seeing on the creator side on the brand side when
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  Speaker 1: it comes to AI and brand partnerships. What I'm going
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  Speaker 1: to share with you are things that I literally didn't
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  Speaker 1: even know was happening. And I think that's what gives
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  Speaker 1: us such a really interesting position here at Sidewalker, because
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  Speaker 1: we have a creator community, our inner circle for all
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  Speaker 1: our pitching to brand's master corese students. We get to
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  Speaker 1: mastermind every week and chat. And I also have my
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  Speaker 1: brand clients, so I see what they're doing and I'm
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  Speaker 1: here to spill all when it comes to AI and
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  Speaker 1: brand partnerships. And this is in no particular or it's
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  Speaker 1: literally just like my gibberish of notes of what I'm
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  Speaker 1: pulling in from both sides. So something that I saw
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  Speaker 1: recently that I didn't even think to include in a contract,
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  Speaker 1: but now I'm like, oh, maybe this is something that
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  Speaker 1: brands are worried about, is using AI in captions. This
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  Speaker 1: creator I was working with literally showed me the contract
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  Speaker 1: of a brand partnership, and in the brand partnership it
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  Speaker 1: was like, please make sure that all captions are human
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  Speaker 1: written or something and not using AI to create captions.
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  Speaker 1: Actually I have the note it said creator warrants that
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  Speaker 1: all captions and scripts are human generated, not AI generated.
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  Speaker 1: So wild right, And it's interesting because talking to some
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  Speaker 1: of my brand clients are like, oh, I never thought
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  Speaker 1: to add that, Like we want to, And then we've
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  Speaker 1: had other brands that are like, we don't really care
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  Speaker 1: if the caption is AI. But again, what this really
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  Speaker 1: dives into is if a brand is paying an influencer
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  Speaker 1: to speak on their behalf and then the caption is AI,
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  Speaker 1: is it authentic? Should they charge less for that? The
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  Speaker 1: brand is like, I want the creator to share us
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  Speaker 1: in their caption as authentically as possible, but if AI
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  Speaker 1: is writing it, should they be paying for that? I Mean,
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  Speaker 1: it just gets really interesting. So this is something that
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  Speaker 1: I've seen on the caption side. I have also seen
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  Speaker 1: brands include very similar clauses in their brand deal contracts
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  Speaker 1: with creators around the creative process. So something that we
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  Speaker 1: saw recently there was like a line in the contract
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  Speaker 1: that said no AI and creative without disclosures. So the
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  Speaker 1: brands wanted to know are you using AI in your editing, writing,
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  Speaker 1: visual enhancements? And again for some of you watching or
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  Speaker 1: listening in, you're like, why do they even care? Like
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  Speaker 1: let me live. I kind of see that perspective as well.
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  Speaker 1: I also see that this is a very like hot
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  Speaker 1: take controversial question. If a brand is paying ten thousand
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  Speaker 1: dollars for sponsored Instagram posts, should it be edited by
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  Speaker 1: the creator, should it be written by the creator? Or
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  Speaker 1: can AI play a piece in that? I don't know,
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  Speaker 1: what do you guys think? I think the biggest issue
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  Speaker 1: we're seeing here on the brand side is when it
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  Speaker 1: comes to money, They're like, if we're paying for this,
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  Speaker 1: we want it to feel as authentic as possible, and
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  Speaker 1: if AI is, you know, enhancing this video, we want
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  Speaker 1: to know about it. I kind of understand that perspective,
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  Speaker 1: especially like for example, travel, Like now you could literally
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  Speaker 1: create a video of a creator like drinking a coffee
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  Speaker 1: or whatever, and it looks so real, it's not real.
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  Speaker 1: So the creators are using shortcuts or creating AI featured
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  Speaker 1: content and then not disclosing it to the brand and
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  Speaker 1: then it just is like a whole thing. So we're
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  Speaker 1: seeing more of this in contracts to protect brands from
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  Speaker 1: having creators just use AI to enhance our content. The
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  Speaker 1: flip side something that I'm seeing a lot right now
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  Speaker 1: with brand deals and creators. Are creators asking to include
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  Speaker 1: clauses in their contracts that says you cannot use my
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  Speaker 1: content to train your AI tool. You cannot use my
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  Speaker 1: content to create avatars, or use my content to do
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  Speaker 1: deep fakes or voice cloning, you know, literally, because if
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  Speaker 1: that's not in the contract, the brand can do it arguably, right.
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  Speaker 1: So I'm seeing creators asking and advocating for their likeness
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  Speaker 1: to be protected, and when they are negotiating with brands,
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  Speaker 1: they're adding this to their contracts. So literally, I had
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  Speaker 1: a creator add something brand cannot create AI versions of
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  Speaker 1: creators voice likeness, mannerism's face style or vocals. And again
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  Speaker 1: maybe the brand wasn't even planning on doing that, but
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  Speaker 1: it's just so interesting right that these things are now
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  Speaker 1: infiltrating our brand deals in our contracts. And I always say,
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  Speaker 1: especially when it comes to contracts in brand partnerships, you
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  Speaker 1: don't know what you don't know, right, So like, I'm
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  Speaker 1: pretty sure all the contracts that were signed like PREAI
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  Speaker 1: had no AI clauses, right, And then creators are like,
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  Speaker 1: oh my god, are they using my content to train
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  Speaker 1: their own models or they're train their own tools or
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  Speaker 1: create like the avatars based off of me. It wasn't
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  Speaker 1: in the contract, right, But we're seeing more and more
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  Speaker 1: or advocacy around it, especially as AI starts to boom.
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  Speaker 1: So we're seeing a lot of creators clearly ask for
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  Speaker 1: explicit no AI model training clauses straight up saying brands
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  Speaker 1: cannot use your content, voice, likeness, or metadata to train
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  Speaker 1: any AI models. And creators are being really bold in
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  Speaker 1: this request, advocating for themselves, saying, listen, you're gonna pay
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  Speaker 1: me five thousand dollars or whatever, but that doesn't mean
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  Speaker 1: you can use my content to train your AI models. Again,
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  Speaker 1: things that you don't even think about. But I'm hoping
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  Speaker 1: this episode is helping you think a little bit bigger
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  Speaker 1: about your partnerships and how you negotiate a recent clause
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  Speaker 1: I also saw, and again, I have all my notes
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  Speaker 1: here because I like take notes when I'm doing a
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  Speaker 1: coaching and I'm like, can I share this in a
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  Speaker 1: YouTube video or a podcast episode? And oftentimes the creators
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  Speaker 1: are like, yeah, as long as you like don't mention
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  Speaker 1: me or the brand. But there was a clause that
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  Speaker 1: said no AI based repurposing clause. So what does this mean?
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  Speaker 1: It prevented the brands from using creators video to generate
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  Speaker 1: endless variations using AI. So think about it, like a
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  Speaker 1: creator can make a video and then the brand can
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  Speaker 1: use that video to make like a bunch of different
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  Speaker 1: versions of it. We are now saying no AI based repurposing,
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  Speaker 1: using AI to convert your video into new ads that
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  Speaker 1: they are not paying for. You know what I mean?
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  Speaker 1: Like you're making a video and then the AI is
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  Speaker 1: taking that video and making it into different styles of video,
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  Speaker 1: and creators are saying no, all of this needs to
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  Speaker 1: be protected. Also, when one of the things we see
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  Speaker 1: a lot in contracts and brand deals is a creator
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  Speaker 1: saying like, you can't re edit my content without my approval.
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  Speaker 1: So it's not a question now of just re editing
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  Speaker 1: or repurposing. We are seeing it dive even deeper talking
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  Speaker 1: about AI specifically, like you can't change my voice using AI,
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  Speaker 1: you can't change my appearance using AI. Basically, creators are
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  Speaker 1: calling out brands and adding to sections of their contracts
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  Speaker 1: that is no longer just like, hey, you can't re
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  Speaker 1: edit my video to dive deep when it comes to
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  Speaker 1: AI specifically, just like normal edits had to be approved,
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  Speaker 1: now AI edit it have to be approved. And I
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  Speaker 1: think that we're seeing again a lot of brands agree
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  Speaker 1: to this because they would agree to standard edits being
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  Speaker 1: approved of your contract anyways. That's something I always say,
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  Speaker 1: like I'm like, I'm going to work with a brand.
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  Speaker 1: That does not mean you can edit and chop up
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  Speaker 1: my content and like make it something that it's not right,
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  Speaker 1: especially when it comes to like raw data or raw footage.
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  Speaker 1: We're just seeing AI edits being added to this space.
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  Speaker 1: We're also seeing creators really be bold about saying that
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  Speaker 1: there's no AI personalization using likeness. So like, imagine you
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  Speaker 1: cannot create a virtual Nina you know, or create take
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  Speaker 1: from a video and use my likeness and create content
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  Speaker 1: of me, like showing a property or something I know
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  Speaker 1: that sounds crazy, like listening and just being like, wait,
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  Speaker 1: brands could do this. They can do this. You know.
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  Speaker 1: It's not to say that they will, but they can.
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  Speaker 1: And that's why we want to make sure when we're
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  Speaker 1: doing brand partnerships, we are having these conversations, you know,
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  Speaker 1: in the red lines in our contracts, to make sure
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  Speaker 1: that the creator is not putting themselves in a position
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  Speaker 1: that they're like wiser virtual avatar of me literally on
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  Speaker 1: their website giving a tour because maybe you signed it
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  Speaker 1: and you didn't even read the frigging contract. That's why
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  Speaker 1: I'm so crazy about creators reading contracts, because you don't
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  Speaker 1: want that to happen. Now. Something I think that creators
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  Speaker 1: need to be really tough on is like if you
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  Speaker 1: want to use AI internally, that like if a brand
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  Speaker 1: is mentioning things around AI and like I get it
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  Speaker 1: for forward facing content, but internal, that to me is
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  Speaker 1: like a little much. So what do I mean? It's
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  Speaker 1: a little unrealistic, right, So, like a creator should be
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  Speaker 1: able to use AI for brainstorming or editing assistance, or
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  Speaker 1: maybe researching keywords or a title, you know, things of
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  Speaker 1: that nature. If you find that brands are being tough
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  Speaker 1: about that you know that again to me, is using
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  Speaker 1: AI to be efficient in your business and internal. It's
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  Speaker 1: not forward facing stuff. It's like helping you with the brainstorm.
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  Speaker 1: So creators should definitely be very vocal and again advocate
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  Speaker 1: and make sure that's not in any of their contracts.
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  Speaker 1: And that's why I think it's important in general for
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  Speaker 1: creators just to speak up, for them to classify usage
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  Speaker 1: rights for their content, or even just being very clear
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  Speaker 1: how the brand can use AI with the content that
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  Speaker 1: they're making. Like arguably a brand can extract metadata or
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  Speaker 1: voice or like facial recognition and mapping. And again, in
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  Speaker 1: this world that we're heading into, creators need to prohibit that.
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  Speaker 1: They need to be like no, they can't do that,
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  Speaker 1: and it's okay to say no and to be firm.
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  Speaker 1: And I think in general, like when the creator is
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  Speaker 1: using AI, it's really important for brands to be aware
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  Speaker 1: because social media platforms will flag your content as AI generated,
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  Speaker 1: And like if a brand, if you are doing a
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  Speaker 1: brand deal and now your content is being flagged as
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  Speaker 1: AI generated, it can hurt the authenticity of the brand partnership.
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  Speaker 1: It could hurt the brand, and there's a lot of
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  Speaker 1: liability that can be labeled in there, and that's why
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  Speaker 1: we're seeing brands be really really vocal about making sure
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  Speaker 1: that the content they're working with creators is not AI
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  Speaker 1: generated because again they're like, I'm paying you as a
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  Speaker 1: person to make this content. We don't want you using AI.
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  Speaker 1: And also just like again, you don't want the content
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  Speaker 1: to be flagged as AI generated right on the social platforms,
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  Speaker 1: and the social platforms are getting smarter and smarter and
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  Speaker 1: smarter and they're going to be able to detect it
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  Speaker 1: and that would just really hurt your brand deal, your credibility,
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  Speaker 1: your reputation, all of it. So I hope this episode,
• 10:23
  Speaker 1: if you're listening in on our podcast, kind of shared
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  Speaker 1: with you some intel that I'm seeing in contracts and
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  Speaker 1: brand deals and negotiations, especially when it comes to AI specific.
• 10:34
  Speaker 1: Our industry is changing and moving at lightning pace, and
• 10:37
  Speaker 1: that's why you need to subscribe here to us at
• 10:39
  Speaker 1: Sidewalker Daily or join our newsletter so that you guys
• 10:42
  Speaker 1: can be kept in the loop on these sort of
• 10:45
  Speaker 1: things that are happening on the inside. If you're a
• 10:47
  Speaker 1: creator that is looking for community, you can always email
• 10:50
  Speaker 1: us at team at Sidewalkerdaily dot com and we'll share
• 10:54
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• 10:56
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• 10:59
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• 11:02
  Speaker 1: It's one of my favorite places and things to do
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• 11:11
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• 11:14
  Speaker 1: I hope you enjoyed today's episode. If you did, make
• 11:17
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• 11:20
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• 11:25
  Speaker 1: influencer marketing and social media. Until next time,