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I spent the last several weeks talking to Buckner and others closest to this shift: top creators, consultants, founders, and social media strategists. Unsurprisingly, those who returned from the Cannes Lions International Festival of Creativity this year said AI was a centerpiece of the discourse.
But across the board, I sensed no real fear. Everyone I spoke to is using AI. Some more than others, some with discernment, others with keen enthusiasm. What’s certain is that AI has brought new questions to an industry built on areas like increasing productivity, monetizing creativity, and protecting IP. The bottom line: using it wisely is the difference between staying ahead of the curve and getting drowned out by it.
Table of Contents
- The Accelerator vs. The Author
- Legal is trying to catch up.
- Does AI level the playing field, or widen the gap?
- The consensus: Humans remain irreplaceable.
The Accelerator vs. The Author
DonYé Taylor has been the mastermind behind culture-shifting campaigns and marketing strategies for brands like LVRN, Amazon, Nike, and Essence. She now runs her own functional-philosophy-meets-interior-design brand, Nuclei, alongside her newsletter, Mentally I’m Here. She believes AI doesn’t stand a chance against the ideas floating in her own brain — like one of her latest products, fittingly called the Brain Bank.
“AI is like a calculator,” says Taylor. “Just because I have a TI-89 doesn’t mean I’m going to get the right answer. I still need to put the right inputs into the calculator.”
Alicia Richardson, head of community and brand partnerships at FiveTwoNine and the founder of Black Create Connect, shares this sentiment. “It can enhance your creativity,” she says. “It doesn’t create your creativity. When it comes to raw, creator-led work specifically, she doesn’t think AI is ever going to take over, because audiences connect to people, not outputs.
Buckner tells her clients to think of AI less like a finished product and more like a running start. “Why start from a blank sheet of paper when you can start from an outline?” she says. In her own daily practice, prompting AI well has made her a better manager of actual human beings, because it forces her to get precise about what she wants before she asks for it. She applies that same instinct to her own visibility as a founder, using HubSpot’s AEO tool to check whether Social Docket shows up when someone searches for creator contract tools.
Gigi Robinson, a content creator and founder of the social media consulting business Hosts of Influence, works with her team to feed 15-plus minutes of raw footage into AI video tools to get a rough cut before a human editor touches it. The software finds the “book-worthy” moments, but a person still decides what makes the final edit. The payoff shows up in her numbers, too: Robinson estimates AI saves her more than 10 hours a week and has driven a 20%-plus increase in her income.
Similarly, Lindsey Gamble, vice president of creator strategy & innovation at IZEA, highlights a productivity trend. Creators are building their own searchable content hubs, feeding years of newsletters and old captions into an AI tool to surface through-lines they’d otherwise forget they’d already covered.
No matter how efficient these tools become, Buckner emphasizes, they’re not replacing what actually makes someone worth hiring. “I don’t think any of these tools are going to substantially replace depth of knowledge and expertise,” she says.
Legal is trying to catch up.
If AI hasn’t caught up to human expertise, the law hasn’t caught up to AI. “Law is so far behind, it’s never going to be able to catch up to the speed of technology,” says Buckner. “We’re still citing cases from like 1963.”
With many rules still unwritten, brands have started pushing the boundaries of what they can ask for. Buckner has started seeing a new kind of clause — brands willing to let creators use AI, on the condition that the creators hand over access to their prompts and processes. Her response is clear: “Immediately, no. That’s unnecessary access.”
In her view, the prompting process, not just the finished post or video, is where a creator’s actual thinking lives. Handing it over gives a brand insight into a creator’s mind that has nothing to do with the deliverable they paid for. Regardless of whether the law formally recognizes it yet, she suggests creators establish their own boundaries.
Gamble has seen the inverse version of this play out in creator contracts: brands banning AI use outright. One clause he recently encountered required that a creator not use any AI software, tools, or technologies without the brand’s prior written consent. He predicted that creators, not just brands, would eventually start writing their own AI-use clauses into agreements, protecting how their content and voice can be repurposed by brands using AI, not just the other way around.
Annie-Mai Hodge, founder of Girl Power Marketing (and also a HubSpot partner), sees a different platform-specific contradiction playing out. Social platforms are pushing AI tools directly into creators’ dashboards, she says, while simultaneously penalizing the content those same tools produce. “We are stuck in this incredibly frustrating paradox where platforms demand AI adoption but punish the output,” says Hodge. The result, she argues, is creators who are either too nervous to experiment with the tools they’re being handed, or too afraid to admit they already have.
Robinson has witnessed what happens when creators rely on AI without fully understanding the fine print. She points to a creator who partnered with one brand, then posted content for a direct competitor just two weeks later. That fell well within the exclusivity window most brand deals require — something Robinson knows firsthand from her own partnerships with the same agency.
She wonders, “Was that an AI problem that she didn’t actually read and comprehend, because she just sent it to AI and said, ‘negotiate for me’?”
On another note, the mere act of feeding a confidential contract into a public tool like ChatGPT, Robinson notes, can sometimes itself put a creator in breach, depending on how strict the brand’s legal team is.
This is precisely why Buckner is so passionate about the legal support she offers to creators. AI can help a creator understand what a term like “perpetuity” means, she says, but it can’t tell them how that term will actually play out in their specific circumstances. Connecting the definition to the real-life consequence, Buckner believes, is still a human job.
Does AI level the playing field, or widen the gap?
In many ways, AI has become the great equalizer. Gamble sees that case play out constantly in his work with creators. What once required a big budget is now available to anyone with a laptop and a subscription. “It gives them the tools that bigger creators have with teams and dedicated staff and more funds,” he says of emerging creators. Scripts, captions, rough cuts, carousels — the entire production pipeline that once required hired help now takes minutes.
The same tools that lower the barrier to entry are also flattening what comes out the other side. “If everyone’s using the same thing and doing the same thing, a lot of the content feels the same,” Gamble says. It’s a byproduct of thousands of creators prompting the same handful of AI tools in largely the same ways.
According to data from Lean In cited by Hodge, women are 22% less likely than men to be regular AI users at work, and 32% more likely to worry they’ll be seen as “cheating” if they use it. “While it’s my choice to keep AI out of my core workflow,” says Hodge, “we need to look at why women are conditioned to feel guilty for plugging it into their daily operations.”
Meanwhile, Hodge sees a different, more positive version of this play out in negotiations, where AI has actually started closing a different kind of gap around pay. Rate transparency has long been one of the creator economy’s biggest taboos, she says, and AI chatbots have made it easier for creators to find industry benchmarks. It might not get the brand to pay the creator more, but “it gives the creator more power and confidence to negotiate,” she adds.
The consensus: Humans remain irreplaceable.
If there was one word Robinson heard most at Cannes this year — even more than “AI” or “creators” — it was the word human. She reads it as a sign that even at a major marketing event, people still wanted to know a human was driving the work.
For Taylor, the answer is simple. “AI does not have feelings, it does not have emotion,” she says. “You can’t replace human connection.”
Gamble sees the cost of skipping that human step play out in real time, especially on LinkedIn. “Everyone’s writing sounds the same,” he says. “No one really has a voice, because everyone’s using the same thing.” His metaphor for what’s lost is that creativity is a muscle. The moment you stop using it, you lose it, the same way a body does when it stops training.
Gamble’s suggestion to creators is to protect that muscle, periodically writing, filming, or ideating without any tools at all, the way they did before AI existed. He also flags disclosure as a variable creators should watch closely — content that reads as AI-generated and undisclosed, he’s noticed, tends to get an immediate cold reception from audiences.
Richardson draws the same conclusion from the brand side. Raw, AI-generated animation has its place, she says, but when it comes to creator-led content specifically, she doesn’t see AI taking over. “People connect with human beings, and that won’t ever change.”
Hodge still reads every social media update herself each week, summarizing them in her own words, rather than automating the process. “Some people might think I’m mad for doing it that way,” she says, “but respectfully, ChatGPT and Claude can’t do it like I can.” Her advice to other creators: you don’t need to avoid the tools, you just need to be precise about where they belong. “If you are going to use it,” she says, “make it work harder for you.” In other words, it’ll never be you.
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