Are memes low brow, low effort content? Do we think social feeds will be a ‘sea of sameness’ thanks to AI?
These were a couple of the questions asked during a live podcast that I took part in for Campaign UK and We Are Social’s CTRL, ALT, CREATE.
One of the topics that came up a few times during the conversation was the question of ownership. As generative AI tools become more widely used in brand and social campaigns, so do the legal and ethical concerns. Who owns what’s been created? Is it original work or just a clever remix? What about the environmental impact? And where does that leave creators, agencies and the brands themselves?
The news that Disney and Universal are suing Midjourney has only added fuel to that debate, raising important questions about copyright, compensation and what it really means to create something ‘new’ with AI.
With huge creative possibilities, also comes risks that can’t be ignored, especially for brands with a lot to lose.
Channelling my inner Carrie Bradshaw, I can’t help but wonder if, with social and brand campaigns leaning further into generative AI, in the end, it’ll be the truly authentic content that still makes us pause the scroll.
Watch the full podcast above.
