As the landscape of content creation evolves, many influencers are integrating artificial intelligence into their daily routines. This shift marks the end of an era characterized by slow, labor-intensive processes. AI is becoming an essential tool, streamlining tasks from scripting and voice cloning to editing and follower engagement.
In New Delhi, influencers are capitalizing on AI”s capabilities to automate nearly every aspect of content production. By utilizing AI technology, creators are able to reduce production costs by as much as 75% and significantly decrease the time required to produce content. Tasks that previously took days can now be completed in mere minutes, allowing some influencers to create up to six videos a day and increase their earnings dramatically.
For instance, Ashish Kaushik, a travel content creator from Patna with over 58,800 followers, experienced a surge in engagement after creating a viral reel about his trip to Vietnam, enhanced by AI editing. The video reached over 253,000 views and nearly 19,000 likes, leading to numerous inquiries and a lucrative brand deal. Kaushik noted, “Using AI for the first time to recreate my travel to a lesser-known location in Bihar made me realize how eerily these generated videos resembled the real ones.”
Kaushik, who also runs an advertising agency, has invested around ₹ 1.5 lakh in various AI tools over the past year, including Envato, Kling AI, and Chat GPT Pro, to support his content creation efforts. “What used to take me up to five days to produce now takes just five minutes,” he remarked. Although he has reduced his video production fees, the increased output has multiplied his earnings nearly fifteen-fold.
In addition to content creation, AI is transforming how influencers engage with their audience. Creators can earn between ₹ 15,000 and ₹ 200,000 per video through partnerships with brands across different sectors, including consumer goods, automotive, and technology. AI tools now manage audience interactions, enabling influencers to automate responses to comments and direct messages.
This automation not only enhances engagement but also provides creators with a way to promote products effectively. Vishnu Vijayan, a Bengaluru-based content creator, highlighted the benefits of DM automation, stating that it boosts interaction rates and fosters a sense of recognition among viewers. He has dramatically reduced his monthly production costs from around ₹ 20,000 to ₹ 5,000 by employing AI platforms like HeyGen and ElevenLabs, allowing him to produce four to five videos daily.
The rise of AI in content creation signifies a shift toward a more professional model, with many influencers operating like production studios. Faisal Kawoosa, founder and chief analyst at TechARC, commented on this transition, stating, “During COVID, when the content economy exploded, audiences simply wanted something to watch—production quality hardly mattered. But today, content creation has become a full-fledged profession.”
While AI has democratized access to high-quality production tools, it poses challenges for creators relying on AI for research in educational content. Kawoosa cautioned that inaccuracies can mislead audiences, particularly when creators position themselves as experts. Some influencers have taken AI a step further by creating digital clones that can generate content without them being on camera. Paras Madan, a tech creator from Gurugram, noted that he has produced 250 videos without ever appearing on screen, thanks to his 25 digital clones.
Despite the advantages of AI, Madan recognizes the potential for content to become repetitive if overrelied upon. To maintain viewer interest, he ensures that he still films some videos manually each week. Industry analysts suggest that as brands increasingly embrace AI for advertising, the value of AI-generated content will continue to evolve, creating opportunities for smaller creators to compete with larger production houses.
In conclusion, the integration of AI into content creation is reshaping the influencer landscape, enabling creators to enhance their productivity, engagement, and overall profitability.
