Awin survey highlights creator concerns about AI and burnout

Affiliate marketing platform Awin has released an intriguing survey which explores the impact of AI and levels of burnout within the digital first creator community. Among key findings, Awin found that the majority of creators are yet to use AI in their work, and a significant percentage of them perceive it as a threat to their business.

According to Awin, only 32% of creators are currently using AI, with that figure dropping to 19% in the US and UK. However the figure is much higher in Germany (52%). Explaining why they deploy AI, the key reasons were: creativity (47%) and optimisation (51%), with marketing coming in at just 2%.

Regarding the threat, 42% believe AI represents either a ‘great or some threat’ to their business. Key reasons are: a fear it will decrease the amount of meaningful content, concern that consumers will no longer take content seriously, and the extra pressure it puts on them to deliver content that is unique and not AI-generated.

As for burnout, 73% of creators said they suffer at least some of the time. Key reasons for creator anxiety include platform changes, lack of quality or creativity and never turning off from social media. Awin said key platforms impacting on burnout are Instagram (88%) and TikTok (81%), which may speak to the pressure of having to produce numerous shortform pieces of content to stay relevant with fans.