Instagram and TikTok Bet on AI, Creators Express Concerns

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Key Takeaways

1Instagram is testing an AI feature that tags and sells products without informing creators, raising concerns.

2Major tech companies, like Meta, are focusing on AI, which was mentioned over 100 times in their 2025 annual report.

3The number of content creators has increased by 750% since 2020, but AI could diminish their perceived value.

💡Why it matters — Creators risk losing their influence and income in the face of the rise of AI in social media.

The Rise of AI on Social Media: A Threat to Creators?

Influencers, central figures on social media, are facing a significant challenge with the rise of artificial intelligence. Major social platforms, such as Instagram, seem increasingly obsessed with AI, leaving some creators feeling neglected.

Recently, Instagram tested a feature called "Shop the look," using AI to tag and sell products from creators' posts without their consent or compensation. Julia Berolzheimer, a fashion and lifestyle influencer with over a million followers, expressed her dissatisfaction, stating that this practice amounts to "stealing" her image and work. "Having my name, my face, and my likeness promoting something without my consent or even my knowledge," she added.

A spokesperson for Meta clarified that this feature was a "limited test" aimed at helping users discover products that match their interests. Meta does not take a commission on these sales and continues to explore various adjustments based on user feedback.

Similar Features on TikTok and Pinterest

Instagram's shopping test is not an isolated case. Similar features have been rolled out on TikTok and Pinterest, heightening creators' concerns about the potential impact of AI on their careers. Recent AI experiments also include Meta's influencer chatbots and TikTok's AI avatar tool for marketers, hinting at a world where creators might lose part of their work to AI.

The Creator Economy Facing AI

The introduction of AI into social media does not necessarily spell the end of the creator economy. If Instagram were to offer influencers a commission on its "Shop the look" sales, it could become a source of passive income for them. Jack Conte, CEO of Patreon, expressed his interest in AI while emphasizing the importance of not harming creators. "I think the technology is really cool, and I think it's going to help humans create really beautiful things," he stated. "But that doesn't give people the right to apply it in a way that creates carnage for creators around the world."

Creators Losing Their Influence

Historically, influencers have enjoyed privileged treatment, receiving free products and exclusive access to events. However, this dynamic is changing as platforms focus on AI. Bethany Everett-Ratcliffe, a fashion creator, noted that creators are now seen as temporary resources, much like Uber drivers. "They want to help them for now, until they no longer need them," Conte said.

Meta mentioned AI or artificial intelligence over 100 times in its 2025 annual report, while creators were mentioned only six times. In January, the company stated it would reinvest a significant portion of its revenue into "very attractive investment opportunities in AI infrastructure and talent." The company also acquired Moltbook, a social network for AI agents, highlighting its commitment to AI.

An Uncertain Future for Creators

With the attention of social media giants turned toward AI, creators are seeing their power diminish. The number of full-time content creators has exploded, reaching around 1.5 million, a 750% increase since 2020, according to an estimate from the Interactive Advertising Bureau for 2025. However, AI could reduce the perceived value of creators, as highlighted by Lindsey Gamble, vice president of the influencer marketing platform Izea. "There is this unlimited amount of content where you don't necessarily need humans to produce the content," she stated.

Integrating Creators into Companies' AI Strategies

Can tech companies thrive without creators? Perhaps. Meta and OpenAI have experimented with entirely AI-generated news feeds over the past year, but the question remains: will this content be engaging enough? Amber Venz Box, president of the influencer affiliate platform LTK, emphasizes the importance of trust in advertising, which creators provide. "In an advertising environment, you really need trust because you need that ad, whether it's sitting on an image or next to an image, to be something a consumer considers real," she stated.

LTK recently launched a chatbot tool to search for content and products from creators. Influencers bring that human touch — and trust — to these applications.

YouTube is already making tough decisions weighing the benefits of AI against its risk to content quality. The company recently cracked down on a multitude of popular AI channels it deemed "spam," for example. Meanwhile, social startups have emerged over the past year that explicitly reject AI, such as a revamped version of Vine called diVine.

Social media companies that go too far with AI could find themselves on a tour of apologies to regain the trust of creators and their fans. The delicate task ahead for social platforms is to embrace new technology without disrupting the livelihoods of the creators who help support their massive businesses.

A recent survey by Patreon revealed that 67% of creators felt "somewhat or very negative" about the impact of AI on their world in general. "While AI may make content creation faster and more efficient, the value of a creator has always been the authentic connection they have established with their audience," said Hannah Hamn, head of talent at Parker Management.