The market for UGC (User Generated Content), content creation, and influencer marketing is evolving rapidly, particularly with the advent of new AI-generated avatars. Thanks to certain platforms, advertisers can now get a video with an avatar that speaks about their product exactly as they wish.

Example: Imagine an avatar presenting a new smartphone by highlighting its unique features, all produced for just $15.

These videos are really inexpensive, ranging from $5 to $15.

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Advertisers are very tempted to use them, and we have observed a decrease in the rates that advertisers are willing to pay for UGC videos. While they can pay between $50 and $250 for videos with real creators.

Are creators at risk from AI avatar videos?

For now, what we observe is a significant performance gap between AI avatar videos and videos with authentic creators. Advertisers are still willing to pay more because the performance of human creators is far superior. However, creators must remain vigilant and continue to innovate to maintain their competitive edge.

How can creators stand out?

1. Authenticity: AI avatars may lack the authenticity and emotional connection that human creators naturally establish with their audience.
2. Creativity and Personalization: Creators can offer personalized content that specifically addresses the needs and desires of their target audience, a capability that AI avatars do not fully possess yet.
3. Direct Engagement: Interacting directly with fans through comments or live sessions can strengthen audience loyalty and provide added value that avatars cannot replicate.
4. Content Quality: Investing in the quality of production can also help distinguish from often more basic and less engaging AI productions.
5. Ethics and Transparency: Highlighting the ethics of human content creation and the transparency of the process can attract consumers and brands concerned with these aspects.

The market is indeed moving towards more automation with AI avatars, but the humanity and creativity of real content creators remain their greatest assets. By highlighting these qualities, creators can not only coexist with AI technologies but also continue to thrive.