Creators Need Not Be Pessimistic About AIGC: AI Cannot Replace Insight and Aesthetics
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In the past six months, with the rise of AIGC products like ChatGPT and Midjourney, fears about AI replacing human creators have been spreading widely.
However, in a conversation with Xu Yuanchun, COO of Xiaoice Company, he expressed from the perspective of a seasoned industry professional that truly outstanding creators have no reason to be pessimistic about AIGC. AI can only achieve the average level of human creativity, while all exceptional creators operate above this average.
Moreover, human aesthetics are inherently unique. "Today, AI algorithms are incredibly powerful, capable of generating 100 or even 10,000 pieces of copy. But how to choose among them is a matter of personal aesthetics. Even if everyone uses the same tool, the results will be entirely different."
Xu Yuanchun gave an example to Yicai reporters: "Today, even when using the same smartphone to take photos, there are good and bad results. It’s not about the tool or technology itself, but how humans use their own aesthetic judgment and insight to wield the tool that makes the decisive difference."
The unique aesthetics and insights of outstanding creators often stem from extensive creative experience—this is the creator’s 'algorithm.' AI’s algorithms must integrate with the 'biological algorithms' of humans to produce remarkable works. Therefore, in the current and future AIGC era, creators still need significant accumulation and must rely on their own aesthetics and insights to make choices—this is a uniquely human trait.
Fan Deng, founder of Fanshu (formerly Fan Deng Reading), mentioned at the Shanghai Online Audiovisual Conference that while his team embraces new technology, after numerous attempts, they still haven’t reached a level where AI-generated content can be monetized. "AI produces the average of online data. All content creators strive to go beyond this average—the higher, the better."
Ji Shaoting, founder and CEO of Future Affairs Administration, discussed her team’s experiments with AIGC: "We tried using it to create imaginative content, like writing short stories or designing movie concepts, but the results were too mediocre. If I want to make a movie, I seek new wonders, but AI gives me the average of all past visuals—a perfect but uninspired answer. I don’t want an answer; I want new ideas." Thus, AIGC has yet to become a truly effective creative tool.
In an interview with Li Yifan, founder of MCN agency Manshi, she told Yicai that in the AIGC era, creators with unique labels and authentic lifestyles are the ones who won’t be replaced by AI. "There was a time when a wave of new creators flooded platforms seeking quick profits, and some content was templated. Such content might perform well initially, but its data would plummet later. This kind of content has no lasting value."
Li Yifan believes that those who only imitate or follow others will inevitably be replaced by AI—a process of 'good money driving out bad.'
Despite AI’s flaws, industry professionals agree on one thing: embrace the technology. Creators should befriend AI while pushing themselves to evolve.
"In a way, you can’t expect to stay stagnant. This technology pushes us to create better content. Otherwise, even without AI, other PGC and UGC creators in the ecosystem would replace you. The audience demands quality, and creators must continuously improve their skills," Xu Yuanchun added.
Ji Shaoting likened AI creativity to a mid-level creator’s output, suggesting that this raises the bar for creators. Exceptional creators must surpass this level, innovate, and become top-tier.
"Currently, many writers and visual creators show some resistance to AI, lacking deeper integration," Ji noted. "But we still recommend creators to explore deeper collaboration with AI, freeing themselves from repetitive tasks to focus on becoming even better."
Xu Yuanchun stated that some view AIGC technology as a zero-sum game, but he maintains an optimistic stance. AIGC benefits many creators by enhancing efficiency, enabling better revisions and collaborative innovation, thus producing more content. Its significant value also lies in providing tools and opportunities for ordinary individuals who may not have creative skills.
Since 2022, especially this year, AIGC has entered a rapid growth phase. Xu Yuanchun observed that more people are recognizing its potential and starting to believe the technology can do anything. However, in every technological wave, limitations become apparent in the next stage, leading to lowered expectations. It is at this point that the industry matures into a healthy development phase, transforming into genuine productivity.
"I believe we are currently in the second stage," he said. "The technology is advancing, and public interest is rapidly growing, bringing more attention to the industry. But the truly meaningful and larger opportunities for the future will emerge when more creators and organizations begin to adopt and utilize this new technology, unlocking greater possibilities."