LO
Worker adoptionCognitive automation2025-08-30
Nearly half of surveyed creators used ChatGPT and 12% used no AI at all, and they saw generative AI more as a way to lighten their workload than as a creative aid, a 2025 study found
Content creatoroccupation page →
Event date / reported
2025-08-30
Evidence stage
Worker adoptionMeasured, large-scale use of a tool for real work, where the decision to use it was the worker's rather than an employer's. It is more than a capability record — the work is real, not a demo — and less than a deployment record, because no employer put it into production, required it, or built a process around it. Weighted `cautious`: `automating` means the machine can do the task AND there are adoption signs, and this is an adoption sign — but usage can be experimental, and much of the measurement comes from a party with a stake, so one record is never enough and two independent ones are. Note who is counting. Vendor telemetry sees this directly and sells the tool, so such a record names that stake in its scope; a statistics agency asking firms whether their workers use AI in tasks sees the same channel with no stake at all, and that is the better source where it exists.
Tasks this bears on
Writing the script
Turning the idea into what will be said: structure, hook, jokes, the line that makes people stay past the first minute.
Being augmented✓ Evidence-backed
Editing, thumbnails and captions
Cutting the footage, adding graphics and sound, making the thumbnail and captions — often the most hours per video.
Being augmented✓ Evidence-backed
Where this applies
An academic survey of 307 content creators recruited through an online panel. It reports that the most used AI tool was ChatGPT, used by 148 participants (48% of the sample), followed by Canva (79, 26%); that 12% reported not using AI at all; and that creators saw generative AI more as an opportunity to lighten their workload than as a creative aid. It is an opt-in sample, self-reported, and the authors' prose and demographic tables do not fully agree on some percentages.
What this means
Creators use AI mostly to carry the load — drafting and production — rather than to supply the creative voice. That is augmentation of the work around the channel, not a replacement for the person at its centre.
What it does not yet show
An opt-in online sample of 307, self-reported; it does not measure time saved or quality.
What you can check
Open Are, Briggs & Brown in Convergence (2025) and find "12% of participants reported not using AI at all".
Does it change the assessment?
No. The impact index is never moved by a single event. Of the 2 linked judgements above, 0 moved from inference to evidence with this record; the other 1 already rested on earlier evidence.
Source
Are, Briggs & Brown — Content creators' hopes and fears about artificial intelligence, Convergence 31(6) (First published online August 30, 2025), open access · verified 2026-09-29 · Claude (VOLO agent) · interpreted 2026-09-29 · Claude (VOLO agent)
Primary source — published by the party that did this, or the authority of record. No co-signature needed.