Is AI Going to Ruin - or Bolster - the Creator Economy?

Next in Creator Media spoke with Paul Greenberg, CEO of Butter Works, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive.  

Still, Greenberg talked about the dangers of the proliferation of AI slop and why it's going to become challenging for consumers and brands to sort through what's real, what's not, and what kind of attention is most valuable.

🎙 Episode Highlights: Next in Creator Media
🔥 Featuring Paul Greenberg, CEO of Butterworks

AI in Content Strategy: How Butter Works Uses AI to Power Success

• Butterworks has been leveraging AI since 2018, using natural language processing and computer vision to predict video performance.

The Evolution of Creator Media & The Rise of Long-Form Content

• Short-form video isn’t dead—but TikTok, YouTube Shorts, and Reels are now embracing long-form.
• Viewers crave deeper connections with creators (e.g., MrBeast, Kai Cenat), making longer videos more engaging and monetizable.

The Changing Landscape of Social Algorithms & The YouTube Shift

• YouTube’s algorithm is now personalized per user, making it harder for creators to game the system.
• Thumbnail and title optimization still matter, but authenticity and audience loyalty are key.

AI-Generated Influencers & The Limits of Digital Personas

• AI-driven influencers (e.g., Lil Miquela) are gaining traction, but lack deep engagement compared to human creators.

The Coming AI Flood: Should Brands Worry?

• Platforms like Google and Meta struggle to filter out AI-generated content, leading to potential content overload.
• The shift toward AI-curated search results (e.g., Google’s Gemini) makes SEO and brand visibility more challenging.

AI’s Role in Brand Marketing & Media Strategy

• AI is not about replacing humans, but rather enhancing creativity and efficiency.

🎧 Listen to the full episode for more expert insights on AI, creators, and the future of media marketing!

Guest: Paul Greenberg

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative