The news: Content creators are integrating AI tools to streamline production and editing with little to no detriment to engagement.

• Nearly three-quarters (71%) of US creators have used AI tools for video generation or editing, and 41% use them weekly, per an Adobe Express study.
• About two-thirds (63%) of creators saved up to 60 minutes per video with AI, and 10% saved over four hours.
• Around one-quarter reported more confidence in edits (27%), better consistency in posting and turnaround time (26%), and improved creative expression (24%).

Consumers are mostly neutral on creators' AI use: 31% noticed AI but didn’t mind and 23% didn’t notice at all.

Why it matters: AI use may have a positive effect on KPIs—19% of AI-using creators reported an increase in audience watch time, 17% said engagement grew, and 28% experienced higher CPMs or sponsorship rates.

Part of the viewership boost could come directly from creators having more content available, which has been a challenge for some.

• The amount of time saved and improved efficiencies around posting cadence could help creators keep up with growing content demands, which creatives and marketers say have at least doubled over the past two years, per Adobe.
• GenAI can be used as both a productivity tool and a lever for growth, increasing output while serving as a moderate driver of audience demand.

Implications for brands: Viewers’ neutrality toward genAI content and the fact that it doesn’t push them away could indicate that users will consume genAI content when it’s convenient or indistinguishable.

GenAI is optimizing the process of creation and editing. Marketers should focus on originality, clear labeling of AI, and human creativity to keep content interesting and authentic to creators’ branding and voice.

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