Artificial intelligence (AI) has been presented as a villain or savior, but the truth is that it is — above all — a tool. And, like any tool, the impact it has depends on who uses it and how it is used.

In the Creator Economy, where authenticity is a strong currency, the arrival of AI raises heated debates: will it replace creators? Will it standardize production? Will it end originality? The most honest answer is: no. But it will, indeed, radically change the game.

By 2025, 63% of creators will already be using AI in their productions, and the expectation is that this number will reach 90% by the end of the year. The automation of processes, personalization at scale, and predictive data analysis are no longer "the future" — they are the now.

But beyond the buzzwords, what does all this mean in practice for those who live off creativity? How can AI be a partner and not a threat? And where are the ethical boundaries of this collaboration?

In this article, we clarify the subject and show how AI is transforming the creative economy — with its gains, dilemmas, and opportunities. And, of course, how creators can use this technology in favor of autonomy, not substitution.

Intelligent Automation: The New Right Hand of Creators

In the era of content abundance, producing faster is no longer optional — it is a necessity. But speed without quality is just noise. This is where AI comes in as a strategic right hand for creators.

According to a study by BrandLovers, 63% of influencers are already using AI tools to optimize their productions, and this number is expected to reach 90% by the end of 2025. Usage ranges from idea generation (62%) to script creation (61%) and video editing (34%).

Tools that scale without losing quality

Platforms like Fliki.ai, which converts texts into videos with realistic voices, and Captions, which automates synchronized subtitles, are clear examples of how AI facilitates tasks that, until recently, required time, money, and specialized teams.

Another advancement is multimodal models, capable of generating text, images, videos, and audio from a single prompt — an integration of media that would previously require different professionals and processes.

Automation that frees the creator for what matters

For micro and nano influencers, this operational efficiency allows them to compete with big names in terms of frequency and variety of postings. It's not about “mass production,” but about gaining time to focus on strategy, analysis, and community building.

The logic is simple: the more automated the operations, the more room remains for creativity.

Co-Creation Human + AI: When 1 + 1 is More than 2

The biggest revolution of artificial intelligence in the creative economy is not in replacing humans — but in enhancing what only humans can do. AI, when well-used, acts as a creative co-pilot, offering suggestions, references, and pathways, while leaving the final (and decisive) touch in the hands of the creator.

Platforms like Runway and ChatGPT are already acting as co-creators in various fields: they suggest video cuts, ideas for scripts, color adjustments, musical harmony, and text variations. AI does not tell you what you have to do — it shows you options that you might not have considered alone.

Co-creation is already happening (and it's just the beginning)

In music, AI assistants already help with compositions and arrangements. In design, image generation tools like Midjourney accelerate the prototyping of visual concepts. In videos, models like Synthesia create virtual presenters who speak various languages — optimizing production and expanding reach.

The study by Hotmart points out that integrating AI into all stages of the customer journey (from creation to post-sales support) can reduce the need for human intervention in operational tasks by 50%, increasing the average ticket by 32%. In other words: less time on processes, more focus on strategy, quality, and connection.

Technological efficiency with a human touch

The secret here is not to outsource your voice to the machine. It’s to use the machine to optimize the delivery of your voice. It’s about gaining efficiency without losing essence. AI amplifies, but does not replace. The difference between standardization and power lies precisely in who is in control.

Personalization at Scale: Tailored Engagement

In the midst of the flood of content competing for attention daily, being generic is to disappear. Personalization is no longer a differential — it’s the minimum expected. And AI is the engine that makes it possible to create unique experiences at scale, without that consuming excessive time or teams.

Adaptive generative AI: content in the right tone, for the right person

By 2025, fashion influencers, for example, will already be using AI to generate outfit recommendations based on each follower's previous preferences and interactions. Educational creators offer teaching materials adjusted to each student's pace and learning style. All of this is thanks to AI models trained with the specific data of each audience, capable of replicating unique communication patterns and visual aesthetics.

The Kantar indicates that brands using AI for personalization have 2.5 times more engagement than those relying on generic strategies.

Engaged communities and predictive algorithms

Tools like Feedly are already using algorithms to map trends in specific niches, helping creators anticipate demands and produce hyper-relevant content. Predictive analysis systems, in turn, provide insights on:

• Best posting times;

• Formats with the highest chances of going viral;

• Performance of campaigns in real-time.

This type of intelligence is what allows nano influencers (fewer than 10,000 followers), with AI support, to achieve engagement rates 113% higher than those of macro influencers, according to HypeAuditor.

The algorithm is not the villain — it can be your best ally

The trick is not in “beating the algorithm,” but in understanding how to work with it in favor of your narrative. When AI helps you deliver the right content, to the right person, at the right time, the game changes: you shift from a volume logic to a value logic.

Ethics, Copyright, and Regulation: Where is the Line?

The more AI becomes part of the creative process, the more urgent the discussion about who has rights over what is generated becomes. The debate over authorship, intellectual property, and remuneration in the age of AI is not technical — it is political, cultural, and economic.

Who is the author of a work created with AI?

Giants like OpenAI and Meta are already facing lawsuits for training their models on works protected by copyright without authorization. While these companies defend the argument that AI generates “transformative” content, artists and writers point to an uncomfortable truth: their creations are being used as input, often without credit or payment.

In Brazil, legislative proposals being debated in 2025 suggest the need for mandatory remuneration for creators whose works feed AI systems, except in cases of educational or scientific use without profit motives. The issue is complex: too much regulation can stifle innovation; too little can jeopardize creative sustainability.

Transparency, bias, and the right to know

In addition to copyright, there is another critical point: transparency about what is done by AI and what is done by humans. The European AI Act already requires that AI-generated content be identified — and that recommendation algorithms undergo audits to mitigate biases.

This concern is valid: a study by KPMG indicates that 45% of consumers distrust completely automated content and demand authenticity seals. In response, platforms like Instagram and TikTok are developing digital watermark mechanisms to identify synthetic content.

Tools like the Ethical AI Toolkit help creators and companies ensure that their algorithms are fairer and auditable.

The Future has Already Begun: Avatars, New Professions, and Hybrid Creators

If you still associate influencers just with humans in front of the camera, it's time to update that image. The advancement of AI is bringing into play virtual avatars, digital influencers, and a new generation of hybrid creators — humans who master technology to amplify their creativity.

Virtual avatars and synthetic influencers

Brands like Prada and Balenciaga are already using digital avatars in global campaigns. These virtual influencers are created with generative design and advanced language models, capable of interacting with the audience in a realistic manner.

In healthcare, prototypes of “digital twins” of doctors provide preliminary consultations based on personalized medical histories — a clear example of how AI can occupy previously unimaginable spaces.

But beware: 68% of the audience accepts avatars for product recommendations but prefers humans for content with emotional weight. The boundary between efficiency and human connection remains decisive.

New professions, new skills

Contrary to initial fears that AI would “steal jobs,” what we see is the emergence of new roles:

• Prompt Optimizers: specialists in creating efficient instructions for generative AI;

• Creative Data Curators: responsible for feeding databases for model training;

• AI Ethicists: professionals who audit algorithms and ensure regulatory compliance.

According to the World Economic Forum, around 97 million new jobs related to technology are expected to arise by 2025.

The creator of the future is hybrid

Mastering AI tools is no longer optional for those who want to stay relevant. But the key is not in turning into a programmer — it’s in understanding the potential of these technologies to amplify your voice, not dilute it. At the heart of this technological revolution, one truth remains: what connects people is not the efficiency of the machine — it is the authenticity of the message.

Artificial intelligence, when used strategically, does not eliminate human creativity. On the contrary: it frees time, expands possibilities, unlocks the potential of creators. It automates the operational to leave room for the essential — the idea, the narrative, the building of community.

But the conscious use of AI demands choices. It requires addressing the ethical dilemmas, the rights of producers, the transparency with consumers. It requires being prepared to learn new tools, adapt processes, and, above all, keep the human essence at the center of creation.

In this scenario, creators, artists, advertisers, designers, and musicians who know how to integrate AI as a co-pilot — and not as the pilot — will lead the next phase of the creative economy.

And more: for this growth to be sustainable, it takes more than good ideas and good tools. It needs access to capital, financial breath, autonomy to invest in one’s own creative business.

At DUX, we believe that those who create deserve liquidity to turn their potential into reality. That’s why we offer receivables anticipation designed for the creative economy, so you don’t have to wait 90 days to get paid (we discuss this in this article here) — so you can grow at your own pace, your own way.

Want to know how to unlock your creative flow with autonomy and planning? Talk to DUX.