END OF CONTENT CREATORS?

I recently saw something on a podcast that worried me: apparently, many of these investments we're seeing in artificial intelligence might be aimed at completely transforming the creator market. Because what's the problem for sites like YouTube? Not so much YouTube, but mainly Meta, owner of Instagram, Facebook, etc. They have sites that drive a creator economy. How does it work? Basically, if you want your product advertised, you go to a content creator on one of these platforms who has a large audience. You close a deal, pay the person an amount to promote your product. That's advertising, and that's roughly how this creator market we talk about works. It employs many people today; you bring your favorite creator, and probably others are being paid too, moving a lot of resources. Of course, for companies like Facebook, there's a problem. They can place some ads in the feeds of people using Instagram and things like that, which can generate revenue, but if a creator is running a campaign for a product, they aren't earning anything. Same thing with YouTube. YouTube still has all the ads you see here in YouTube videos, like pre-rolls, mid-rolls, and those ads that pop up occasionally, which YouTube shares revenue from with the creator. But if the creator, in my case here, promotes a product, YouTube earns nothing from it if we do it directly in the video. So there's an incentive, there's money to be made, and these platforms—not YouTube, but at least Meta—are preparing to be the place that will replace all creators. I'll explain what's happening. You must have recently seen the Adobe announcement.