Generative AI is transforming the content creation landscape, offering creators new ways to ideate, produce, and deliver content. To better understand how creators are incorporating these tools into their workflows, Collectively surveyed 192 creators. The results reveal a mix of enthusiasm, experimentation, cautious optimism, and some negativity around generative AI and AI avatars. Here’s what we learned—

Generative AI Tools in Action

Generative AI tools are quickly becoming staples in content creation workflows. The survey found that most creators use these tools for content strategy and planning (56.8%) and script writing (48.4%), streamlining foundational aspects of production. Tools for video editing (22.6%) and image editing (17.9%)—including platforms like MidJourney and DALL-E—are also carving out niches. Meanwhile, specialized applications like music/audio creation (13.7%) and thumbnail generation (7.9%) are just beginning to gain traction.

Among specific tools, ChatGPT is the clear frontrunner, mentioned by 111 respondents for its versatility in ideation and text-based tasks. Tools like CapCut, Canva, and MidJourney also emerged as popular choices, while platforms like Runway ML, Photoshop, and Grammarly are being used for more advanced or specialized creative tasks. Notably, 20.5% of creators reported not using any generative AI tools.

How Frequently Are Creators Using AI?

When it comes to frequency, creators are experimenting with how AI fits into their workflows. About 25.5% reported using AI tools occasionally (1-2 times per week), while 20.7% said they use them frequently (3-5 times per week). A notable 10.1% integrate AI into their daily processes, while nearly a fifth (19.1%) reported they never use AI tools.

When creators were asked if using AI tools saved them time, responses were mixed. While some creators reported decreases in production time, others saw little change or even slight increases, reflecting the diversity of experiences as creators explore how to integrate AI effectively.

AI Avatars: Interest, Compensation, and Opportunities

The survey also explored creators’ thoughts on AI avatars, an emerging trend in branded content. Interest was split: 30.8% of creators said they were not at all interested, while 28.1% were slightly interested, and 23.2% were very interested. A smaller group (17.3%) expressed moderate interest, and just one respondent (0.5%) already had an AI avatar. These responses suggest AI avatars are still in the early stages of adoption but hold significant potential as creators grow more familiar with them.

Compensation expectations for AI avatars are high. Over 30% of creators said they would expect at least 100% of their regular rate for licensing their avatar, and nearly half would accept a rate between 50% and 99%. These findings underline that creators view their AI likeness as a valuable asset requiring competitive compensation.

The Potential of AI Avatars

When asked about the potential benefits of AI avatars, creators were most excited about the ability to create content passively (60.4%), allowing them to work while sleeping, traveling, or multitasking. Other top benefits included reduced production time (42.7%), multiple concurrent brand partnerships (40.1%), and passive income generation (35.9%). However, nearly 19% of creators indicated AI avatars don’t appeal to them, reflecting ongoing skepticism or concerns about the technology.

Control remains a critical factor for creators exploring AI avatars. The majority want content type approval (80.9%) and brand category restrictions (67.4%) to ensure their avatar aligns with their values and identity. Additional controls like usage time limits (57.9%) and frequency limits (52.8%) also emerged as priorities. Despite these concerns, 73.7% of creators expressed interest in exploring brand partnerships using AI avatars, showing strong potential for growth in this space.

The Future of AI in Content Creation

The survey results make it clear that generative AI and AI avatars are reshaping the content creation landscape. While adoption levels and experiences vary, creators are increasingly experimenting with these tools to enhance creativity, streamline production, and unlock new opportunities. As brands look to collaborate with creators on AI-driven initiatives, transparency, fair compensation, and creative control will be essential in building trust and driving innovation.

The future of content creation is here—and it’s powered by AI. Are you ready to embrace it?