Creators use AI to chase viral moments but fear it may replace marketing jobs

The 2025 Indian Family Office Playbook - jointly released by Julius Baer and EY – showed that as India’s ultra-high-networth families professionalise their wealth structures and expand global footprint, many are beginning to experiment with AI.

The rise of Artificial Intelligence (AI) in content and marketing workflows is helping creators do more with less, but not without concerns about job displacement and loss of creativity.

Content creators anticipate disruption as 64 percent believe AI will replace human marketing positions, and only 12 percent disagree with this perspective, according to a survey by influencer marketing platform Kofluence. The platform analysed insights from over 2 million creators.

"A lot of repetitive tasks can be automated or can be made AI-oriented. So initially, AI can result in some kind of job losses," said Ritesh Ujjwal, Co-founder at Kofluence.

But he also noted that AI tools are unlocking 30-50 percent efficiency. "For a lot of our scripting, a lot of campaign ideation, brief ideation, for these things, AI has contributed to 30 to 40 percent productivity."

He added that AI is helping in a lot of content creation itself, so creators and marketers have to do much more content review.

“It is (AI) freeing up time for creators to actually create, let the machines handle the boring, we’ll handle the magic," said Suhina Chakraborty, a mega influencer (creators with more than 500,000 followers).

AI is changing advertising faster than most CMOs (Chief Marketing Officers) can rebrief, said Suyash Lahoti, Partner at Wit & Chai group. "Roles like adaptation artists, junior copywriters, and basic media planners are already under pressure. Tools like ChatGPT, Midjourney, Adobe Firefly, Runway, Envato GenAI, and Freepik-AI aren't just experiments anymore. They sit right on the creative floor. What used to take three days now takes three hours," he added.

For one of his clients, Lahoti wrapped up storyboarding and production planning in a day. "Earlier, that would have taken a full week with a team. Moodboards, voiceovers, shot lists, even camera angles — all mapped out with AI."

Smarter workflows

Content ideation and creation are among the strongest use cases for AI among creators and marketers. About 29 percent of creators are using AI to come up with new caption ideas, ideate video formats, and remain creatively inspired.

Lahoti noted that with AI, visualisation is sharper now. "We used to go into shoots with sketched storyboards. Today, we build full generative AI films, shot by shot, to see how the final piece would look before a single frame is shot."

He added that the cost of preparation has gone down from Rs 4 lakh to Rs 1.5 lakh. "That’s over 60 percent saved, without slowing down quality. AI isn't writing your Cannes Grand Prix script. But it’s designing decks, generating voiceovers, and helping plan shoots better and faster. It’s not replacing creativity, just making the execution a whole lot sharper," he added.

Grok, Perplexity and DeepSeek are the top tools used for content ideation and writing.

Trend and market analysis is another shared area of focus. Over 19 percent of creators rely on AI to stay ahead of viral moments, track engagement signals, and latch onto cultural trends in real time.

Scheduling and time management tools are also becoming increasingly popular. For 17 percent of creators, AI streamlines content planning by optimising post schedules, aligning with peak engagement times, and ensuring consistent delivery.

Pally, Hootsuite, Later and Simplified are the top AI tools used for content scheduling.

Speech-to-text and transcription tools are also finding meaningful application, especially in repurposing audio and video content into more accessible, written formats. About 13 percent of creators use AI to convert voice-overs, live recordings, or podcast episodes into written formats like captions, blogs, or scripts. This allows them to expand their content library with minimal effort.

Creative design assistance is another growing use case. Over 11 percent of creators are tapping into AI-powered tools to elevate their content, from polishing thumbnails to editing videos and creating visuals that pop. It’s a simpler way to maintain production quality without needing additional resources.

Roughly 10 percent of creators are turning to AI for personalised learning, receiving real-time content feedback, algorithm insights, and guidance on what works best across platforms.

Canva, Adobe Firefly and Kittl are the top AI tools used for visual content creation while Runway, Video.AI, Descript and Kera.AI are the tools used the most by creators for video creation and repurposing.

Embracing AI

According to a NASSCOM report, the Indian AI market is projected to reach $17 billion by 2027, growing at a compound annual growth rate of 25-35 percent. Within this surge, generative AI is emerging as a powerful content creation tool, enabling brands to produce content at scale that’s faster, smarter, and more personalised than ever before. From ideation and customised recommendations for creators to campaign strategy for brands and workflow automation for agencies, AI is being used across all verticals of business.

Social media companies, too, are increasingly integrating AI functionality to improve the way influencers create and distribute content on their platforms. Features like automated video editing, AI-generated captions, and smart content suggestions are now integrated into platforms like Instagram, TikTok, and YouTube.

A significant 76 percent of creators interact with AI tools to some extent. Meanwhile, 24 percent of creators never use AI, suggesting they have a strong preference for traditional means, whether that’s a desire to maintain originality and control, a lack of understanding of AI’s use cases, or simply resistance to new technology.

“AI speeds up content creation, but it poses a heavy risk: predictability. If we are not careful, AI-generated content might become too formulaic, losing the magic of creativity,” said content creator Vipul Punetha.