When I first came across an AI-generated “influencer” accounts on social media, I was both excited and a little surprised. Sure, I already knew AI could generate beautiful images and even short videos — but seeing an entirely fictional character with its own profile, posting as if it were human, felt almost out of this world.
It made me stop and think: could AI actually replace real human creators?
Like many people in marketing, I’ve been paying attention to how AI is changing our industry. On one hand, it’s creative and incredibly efficient. On the other, it raises big questions about trust, transparency, and the very reason UGC works in the first place.
Here’s how I see it.
AI: A Powerful Tool — With Limits
AI is undeniably powerful: it drafts scripts in seconds, creates mockups to sell ideas, and even generates placeholder videos when creators stay behind the camera. Used right, it saves time and frees us to focus on the human touch where it matters most.
But there’s a thin line. Audiences expect real people, not algorithms pretending to be them — and passing off AI as authentic risks trust, even feels like a scam. At the end of the day, no machine can replicate the emotional connection of real, relatable humans.
Why UGC Is Different
In user-generated content, trust is everything.
We know from marketing theory that audiences trust a “third voice” — someone who feels like them — far more than they trust a brand speaking about itself. That’s what makes UGC so powerful: it feels natural, like advice from a friend or peer.
But nobody feels like AI is their peer. Nobody sees themselves in an algorithm.
That’s why, at least for UGC and business-focused content, I don’t see AI replacing real creators anytime soon.
So, What’s Next?
Rather than fearing AI, I see it as a tool — one that can make our work better, not replace us.
We’ve already started experimenting with AI to:
- Draft video scripts and see how ideas flow visually.
- Create concept videos to pitch to clients before shooting the real thing.
- Speed up editing or brainstorming without losing the human voice.
But one thing is clear: audiences deserve to know what’s real and what’s not. If AI is involved, be transparent about it. And when it comes to UGC, keep humans front and center — because that’s what people trust.
The bottom line?
AI won’t replace real creators. But creators who use AI wisely might just outshine the rest.
