Content creators report unprecedented unanimity in their assessment of artificial intelligence tools, with new research from Later revealing that not a single creator surveyed experienced a decline in campaign performance after AI adoption in their workflows.
The survey of 120 creators who used AI tools in the past year documents a striking pattern: 87% report higher quality content with AI assistance, while the remaining 12.5% see no impact on quality. Zero creators indicated that AI led to lower-quality output.
Performance Metrics Show Similar Uniformity
Campaign performance data mirrors the quality findings. Seventy-five percent of creators report improved campaign performance compared to their work before using AI, while 25% saw no change in performance. No creators reported declining campaign results after adopting AI tools.
The absence of negative outcomes represents an unusual pattern in technology adoption research, where new tools typically produce mixed results across user populations. The Later research suggests AI integration in creator workflows has reached a level of maturity that minimizes risk while delivering measurable gains.
Quality Improvements Span Multiple Metrics
Creators identify specific areas where AI delivers the most significant improvements. 34.4% cite higher engagement rates as the most improved area of their work, and 27.8% report faster content turnaround as the primary benefit.
Twenty percent of creators identify better audience targeting as their top improvement, while 10 percent note increased earnings. 7.8% report stronger brand relationships as the most improved aspect of their work since adopting AI tools.
The research documents AI applications across three primary workflow areas. 76% of creators use AI for brainstorming and ideation, addressing what the survey identifies as one of the most persistent challenges in content creation: consistently generating fresh ideas.
Fifty-eight percent rely on AI for copywriting and caption generation. These creators describe using AI to structure thoughts, refine messaging, and polish writing rather than simply copying and pasting AI-generated text. One survey respondent notes that AI “takes my thoughts and ideas and turns them into a more professional caption.”
Thirty-six percent use AI for image or video editing, with additional applications including audience insights and analytics at 21%, and contract or pricing support at 18%.
Tool Adoption Concentrates on Established Platforms
The tool landscape shows clear concentration, with ChatGPT dominating at 94% adoption among AI-using creators. Google Gemini ranks second at 19%, representing a distant second place.
The concentration suggests creators gravitate toward established, general-purpose AI platforms rather than fragmenting across numerous specialized tools. This pattern may contribute to the uniformly positive outcomes, as creators work with mature, well-tested technologies rather than experimental or niche applications.
Efficiency Gains Enable Strategic Focus
Creators report that AI delivers its most significant value by eliminating time-consuming tasks that don’t differentiate their content. Many creators note that AI “allowed me to cut my editing time in half,” according to survey responses.
These efficiency gains free creators to focus on elements that distinguish their work: unique perspective, audience relationships, and authentic expertise in their niche. The research suggests AI functions as a force multiplier, handling routine tasks while creators concentrate on high-value activities that AI cannot replicate.
One creator emphasizes using “AI for copywriting, mainly to make things flow smoother,” while still creating the original caption themselves. This approach preserves the creator’s distinctive voice while leveraging AI for refinement and polish.
Training AI Tools Produces Better Results
The creators who report the best results invest time in training AI tools to match their voices and styles. This process includes feeding AI examples of their best captions, providing detailed style guidelines, or iterating multiple times until AI-generated suggestions authentically reflect their tone.
The research identifies this customization as a critical factor separating creators who achieve significant improvements from those who experience minimal impact. AI tools perform better when adapted to individual creator styles rather than used with generic prompts and default settings.
Brand Response Validates Creator Outcomes
The uniformly positive creator experience aligns with the brand assessment of AI-assisted campaigns. 77% of brands using AI in their influencer marketing campaigns report better results, with 37% describing the outcomes as “much better.”
Among creators who disclose AI usage to brand partners – 60% choose to do so – only 2% report negative reactions. Forty-two percent describe brand reactions as neutral, while 16% report positive responses.
Brands that react positively typically appreciate improved content quality and, in some cases, note increased sales from AI-assisted campaigns. This feedback loop reinforces creator confidence in AI adoption and encourages continued integration into workflows.
Audience Acceptance Exceeds Expectations
Audience reactions to disclosed AI use follow patterns similar to brand responses. Among the 53% of creators who disclose AI use to their audiences, only 1% report negative reactions.
Thirty-four percent of audience responses register as neutral, while 18% are positive. The research identifies several factors driving positive audience reactions: general acceptance of AI technology, curiosity and engagement when AI creates visual content, and appreciation for content that maintains the creator’s authentic voice.
The minimal negative response rate challenges industry assumptions about audience resistance to AI-assisted content. The data suggests audiences evaluate content based on quality and authenticity rather than the tools used in production.
The Later survey documents 120 creators who have tested AI tools extensively, measured outcomes, and reached clear conclusions about integration into their professional practice. The unanimity of their positive or neutral assessment represents a notable data point in the broader discussion of AI adoption in creative industries.
Image credit: Later The full report is available here
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
Content creators report unprecedented unanimity in their assessment of artificial intelligence tools, with new research from Later revealing that not a single creator surveyed experienced a decline in campaign performance after AI adoption in their workflows.
The survey of 120 creators who used AI tools in the past year documents a striking pattern: 87% report higher quality content with AI assistance, while the remaining 12.5% see no impact on quality. Zero creators indicated that AI led to lower-quality output.
Performance Metrics Show Similar Uniformity
Campaign performance data mirrors the quality findings. Seventy-five percent of creators report improved campaign performance compared to their work before using AI, while 25% saw no change in performance. No creators reported declining campaign results after adopting AI tools.
The absence of negative outcomes represents an unusual pattern in technology adoption research, where new tools typically produce mixed results across user populations. The Later research suggests AI integration in creator workflows has reached a level of maturity that minimizes risk while delivering measurable gains.
Quality Improvements Span Multiple Metrics
Creators identify specific areas where AI delivers the most significant improvements. 34.4% cite higher engagement rates as the most improved area of their work, and 27.8% report faster content turnaround as the primary benefit.
Twenty percent of creators identify better audience targeting as their top improvement, while 10 percent note increased earnings. 7.8% report stronger brand relationships as the most improved aspect of their work since adopting AI tools.
The research documents AI applications across three primary workflow areas. 76% of creators use AI for brainstorming and ideation, addressing what the survey identifies as one of the most persistent challenges in content creation: consistently generating fresh ideas.
Fifty-eight percent rely on AI for copywriting and caption generation. These creators describe using AI to structure thoughts, refine messaging, and polish writing rather than simply copying and pasting AI-generated text. One survey respondent notes that AI “takes my thoughts and ideas and turns them into a more professional caption.”
Thirty-six percent use AI for image or video editing, with additional applications including audience insights and analytics at 21%, and contract or pricing support at 18%.
Tool Adoption Concentrates on Established Platforms
The tool landscape shows clear concentration, with ChatGPT dominating at 94% adoption among AI-using creators. Google Gemini ranks second at 19%, representing a distant second place.
The concentration suggests creators gravitate toward established, general-purpose AI platforms rather than fragmenting across numerous specialized tools. This pattern may contribute to the uniformly positive outcomes, as creators work with mature, well-tested technologies rather than experimental or niche applications.
Efficiency Gains Enable Strategic Focus
Creators report that AI delivers its most significant value by eliminating time-consuming tasks that don’t differentiate their content. Many creators note that AI “allowed me to cut my editing time in half,” according to survey responses.
These efficiency gains free creators to focus on elements that distinguish their work: unique perspective, audience relationships, and authentic expertise in their niche. The research suggests AI functions as a force multiplier, handling routine tasks while creators concentrate on high-value activities that AI cannot replicate.
One creator emphasizes using “AI for copywriting, mainly to make things flow smoother,” while still creating the original caption themselves. This approach preserves the creator’s distinctive voice while leveraging AI for refinement and polish.
Training AI Tools Produces Better Results
The creators who report the best results invest time in training AI tools to match their voices and styles. This process includes feeding AI examples of their best captions, providing detailed style guidelines, or iterating multiple times until AI-generated suggestions authentically reflect their tone.
The research identifies this customization as a critical factor separating creators who achieve significant improvements from those who experience minimal impact. AI tools perform better when adapted to individual creator styles rather than used with generic prompts and default settings.
Brand Response Validates Creator Outcomes
The uniformly positive creator experience aligns with the brand assessment of AI-assisted campaigns. 77% of brands using AI in their influencer marketing campaigns report better results, with 37% describing the outcomes as “much better.”
Among creators who disclose AI usage to brand partners – 60% choose to do so – only 2% report negative reactions. Forty-two percent describe brand reactions as neutral, while 16% report positive responses.
Brands that react positively typically appreciate improved content quality and, in some cases, note increased sales from AI-assisted campaigns. This feedback loop reinforces creator confidence in AI adoption and encourages continued integration into workflows.
Audience Acceptance Exceeds Expectations
Audience reactions to disclosed AI use follow patterns similar to brand responses. Among the 53% of creators who disclose AI use to their audiences, only 1% report negative reactions.
Thirty-four percent of audience responses register as neutral, while 18% are positive. The research identifies several factors driving positive audience reactions: general acceptance of AI technology, curiosity and engagement when AI creates visual content, and appreciation for content that maintains the creator’s authentic voice.
The minimal negative response rate challenges industry assumptions about audience resistance to AI-assisted content. The data suggests audiences evaluate content based on quality and authenticity rather than the tools used in production.
The Later survey documents 120 creators who have tested AI tools extensively, measured outcomes, and reached clear conclusions about integration into their professional practice. The unanimity of their positive or neutral assessment represents a notable data point in the broader discussion of AI adoption in creative industries.
Image credit: Later
The full report is available here
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