A new study conducted by Radius for YouTube reveals how creators leverage AI in their work, its widespread adoption, and optimism about the technology’s potential to transform creative industries.
Key findings indicate that 92% of creators already use AI tools, with 74% reporting a great deal or fair amount of knowledge about the technology. Despite this high adoption rate, 90% of creators feel they are not using AI to its fullest extent, suggesting room for growth and education.
The study reveals that 96% of creators currently use AI for creative support. Specific applications include editing, with 47% of creators using AI tools for text, image, audio, or video editing.
Time savings emerge as a significant benefit, with 29% of creators citing it as one of their top three reasons for using AI.
Idea Generation and Reach Expansion
AI’s role in idea generation is also prominent, with 28% of creators listing it among their top three reasons for using the technology. Additionally, 26% of creators report using AI to produce higher-quality content.
The research indicates that creators see AI as a tool to enhance rather than replace human creativity.
“It used to take me an hour to create the rough cut of a ten-minute video,” said creator Jordan Harrod. “Now that part takes me ten minutes, which is a huge time saver.”
Up to 83% of creators believe AI will likely be seen as an indispensable tool for creative industries over the next two to three years. Furthermore, 89% anticipate AI providing creative support to add value to their work in the next five years.
The study also highlights AI’s potential to expand global reach – 39% of creators have noticed how AI-supported translations can help content reach worldwide audiences.
Looking forward, 87% believe AI will likely enable creators to export their content globally more easily through AI dubbing within the next two to three years.
AI’s Democratization Potential
Over the next two to three years, 89% of creators believe AI tools will likely provide greater access to special effects, production design, and cinematography, potentially leveling the playing field between independent creators and big studios.
Moreover, 84% think AI will likely enable independent creators to rival big studio productions by affordably creating their feature films.
The technology’s potential to amplify diverse voices is also noted, with 88% of creators believing AI will likely enable new forms of storytelling that will give access to people who were not previously able to tell their stories.
Despite the enthusiasm, the study reveals concerns among creators. Notably, 74% want guidelines for responsibly posting AI-generated content to social media and video platforms, indicating a desire for clarity on the appropriate use of the technology.
The findings suggest that while creators embrace AI’s potential to boost creativity, productivity, and quality, they also seek balanced regulations and clear direction on responsible use.
The research, conducted in April and May 2024 across eight markets, including the United States, the United Kingdom, and Japan, surveyed creators with at least 5,000 subscribers who post content to social media or video platforms at least once a month.
As the commissioner of this research, YouTube observes these trends and continues to ensure AI is built and used responsibly, keeping the needs of the creative sector in mind.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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A new study conducted by Radius for YouTube reveals how creators leverage AI in their work, its widespread adoption, and optimism about the technology’s potential to transform creative industries.
Key findings indicate that 92% of creators already use AI tools, with 74% reporting a great deal or fair amount of knowledge about the technology. Despite this high adoption rate, 90% of creators feel they are not using AI to its fullest extent, suggesting room for growth and education.
The study reveals that 96% of creators currently use AI for creative support. Specific applications include editing, with 47% of creators using AI tools for text, image, audio, or video editing.
Time savings emerge as a significant benefit, with 29% of creators citing it as one of their top three reasons for using AI.
Idea Generation and Reach Expansion
AI’s role in idea generation is also prominent, with 28% of creators listing it among their top three reasons for using the technology. Additionally, 26% of creators report using AI to produce higher-quality content.
The research indicates that creators see AI as a tool to enhance rather than replace human creativity.
“It used to take me an hour to create the rough cut of a ten-minute video,” said creator Jordan Harrod. “Now that part takes me ten minutes, which is a huge time saver.”
Up to 83% of creators believe AI will likely be seen as an indispensable tool for creative industries over the next two to three years. Furthermore, 89% anticipate AI providing creative support to add value to their work in the next five years.
The study also highlights AI’s potential to expand global reach – 39% of creators have noticed how AI-supported translations can help content reach worldwide audiences.
Looking forward, 87% believe AI will likely enable creators to export their content globally more easily through AI dubbing within the next two to three years.
AI’s Democratization Potential
Over the next two to three years, 89% of creators believe AI tools will likely provide greater access to special effects, production design, and cinematography, potentially leveling the playing field between independent creators and big studios.
Moreover, 84% think AI will likely enable independent creators to rival big studio productions by affordably creating their feature films.
The technology’s potential to amplify diverse voices is also noted, with 88% of creators believing AI will likely enable new forms of storytelling that will give access to people who were not previously able to tell their stories.
Despite the enthusiasm, the study reveals concerns among creators. Notably, 74% want guidelines for responsibly posting AI-generated content to social media and video platforms, indicating a desire for clarity on the appropriate use of the technology.
The findings suggest that while creators embrace AI’s potential to boost creativity, productivity, and quality, they also seek balanced regulations and clear direction on responsible use.
The research, conducted in April and May 2024 across eight markets, including the United States, the United Kingdom, and Japan, surveyed creators with at least 5,000 subscribers who post content to social media or video platforms at least once a month.
As the commissioner of this research, YouTube observes these trends and continues to ensure AI is built and used responsibly, keeping the needs of the creative sector in mind.
The full report is available here.