A new report from YouTube has shed light on the real world usage levels and applications of generative AI in the video creative process.

The YouTube Future of Creativity report highlights the growing impact of generative AI (Gen AI), offering key insights into how this technology can benefit marketers. While platforms like YouTube are investing heavily in AI, many creators are still not fully utilising its potential. For marketers, this presents a major opportunity to harness the power of AI to enhance creativity, streamline workflows, and reach new audiences.

The Rise of AI in Content Creation

YouTube is following the trend of social platforms integrating AI features, aiming to provide tools that help creators work more efficiently. While AI tools such as image creation and chatbots have initially been viewed as novelties, practical applications are beginning to emerge.

The report reveals that 92% of creators are already using Gen AI tools to assist with content production, yet 90% feel they are not using these tools to their fullest extent. This underutilisation suggests a gap in understanding AI’s full capabilities but also an opportunity for marketers to collaborate with platforms like YouTube, which are now offering more guidance on how to leverage these tools effectively.

Gohar Khan, @goharsguide​, YouTube Future of Tech and Creativity report

“I don’t see it as a replacement … For example, I’ve been using Gen A.I. features to remove backgrounds or to add certain elements in my thumbnails. … I can step back from the grunt work and produce more content.”

Streamlining Workflows and Enhancing Creativity

One of the most immediate benefits of Gen AI for marketers is its ability to automate labour-intensive tasks, such as editing text, images, audio, and video. According to the report, 47% of creators are already using AI to streamline editing, which allows for faster production and higher creative output.

Creators can now focus on their core creative vision, which significantly optimises the workflow and enables brands to push more polished campaigns at a faster pace. AI acts as an assistant rather than a replacement, empowering brands to explore innovative ideas and execute campaigns more efficiently.

Jordan Harrod, @JordanHarrod​​, YouTube Future of Tech and Creativity report

“There are a lot of tools that have made editing videos a lot easier and faster. It used to take me an hour to create the rough cut of a ten-minute video. Now that part takes me ten minutes, which is a huge time saver.”

Expanding Global Reach with AI

Gen AI is also helping marketers expand their global reach. Tools like auto-dubbing and automated translation allow creators to overcome language barriers, making it easier to localise content for international markets.

The report highlights that 87% of creators believe AI will help them export their content more effectively to global audiences over the next two to three years.

For brands, this means they can scale campaigns internationally without the costly, time-consuming processes of manual localisation. AI opens the door to new markets, enabling marketers to engage diverse audiences with minimal effort.

Levelling the Creative Playing Field

Perhaps one of the most exciting prospects for marketers is how AI is democratising content creation. Gen AI tools are providing smaller brands and independent creators with access to high-end production capabilities traditionally reserved for big studios with large budgets.

The report indicates that 84% of creators believe AI will allow them to rival big studio productions by using affordable AI tools to produce feature-film-quality content. This offers marketers a unique chance to create high-quality campaigns without the significant overheads typically associated with such projects.

Marissa Hill, @ShadeTV247​, YouTube Future of Tech and Creativity report

“Time is one of the most valuable things we have in life, and A.I. helps to do things that typically would take me a very long time to do … For example, in terms of background imagery, you can put a mountain or a river behind you instantly. This would take hours and hours to do manually; whereas A.I. does everything for you and fine-tunes it in a much faster and more manageable way”

As Gen AI continues to evolve, the ability for smaller brands to produce big-budget results will level the playing field, allowing more brands to compete on a global stage with high-end content.

Fuelling Creativity and Imagination

Another key advantage of Gen AI is its potential to fuel creativity and spark new ideas. The report shows that 28% of creators use AI to generate fresh concepts, helping them overcome mental blocks and explore new possibilities.

For marketers, AI can serve as a vital tool in the brainstorming process, offering an additional perspective that can help develop more engaging campaigns. This ability to innovate on the fly makes AI a valuable partner in today’s fast-paced marketing environment.

Dagogo Altraide, @ColdFusion​​, YouTube Future of Tech and Creativity report

“I’ve been using Gen A.I. as a sounding board. It gives me an initial perspective I wouldn’t get otherwise that I can then build on … It’s definitely saved me a lot of time. If you’ve got a thought in your head and you want to execute on it, the bridge between is much shorter now”

Ethical Concerns and Responsible AI Use

While AI offers significant opportunities, creators and marketers must also navigate the ethical considerations associated with its use. The report reveals that 74% of creators are calling for clear guidelines on responsible AI usage, particularly around how AI-generated content is presented on platforms.

Marketers should align their strategies with emerging ethical standards to ensure trust and transparency in their campaigns. Responsible use of AI will be essential in maintaining consumer trust while still leveraging the technology’s vast potential.