Muse: An Innovation Unit

The creator economy is changing, and its evolution is being fuelled by emerging technologies. Muse is a dedicated team within BDB that investigates the hype behind new creative tools that promise to shape our industry.

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Our industry-leading intelligence report offers consumer, brand marketer and creator insights into generative AI’s impact on the creator economy, and proven strategies for integrating generative AI into creator marketing.

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  • Our Mission

    Technology has a profound influence on the work we do, and how we do it. This influence, and the rapid speed at which it is changing, presents a number of opportunities and challenges — both for the influencers and creators we work with, and the brands we partner with.

    We have gathered key innovation experts to build this unit that will interrogate emerging technologies, and investigate their value within the creator economy. The first priority? Generative AI.

    The buzz around AI is undeniable. Its true potential, however, is still relatively up for debate. Can it be a tool for supercharging creative outputs? Or is it merely a cheat code, allowing humans to cut corners and increase efficiency?

     

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86%

Professional creators said that AI positively impacts their creative process

71%

Respondents said that their fans have reacted positively to AI-driven content

59%

Creators have been asked by brands to use generative AI

  • The Potential of Generative AI

    We have identified three levels that creators are working within. At an entry end, creators are using Photoshop to edit images and Midjourney to make out-of-this-world visual assets. On the pro side, creators are designing their own AI and investing in a creative tool that is theirs alone. 

    These are the true pioneers — and this is the potential we are interested in exploring, to uncover how it really impacts marketers day-to-day and where the brand opportunities lie. Does it impact ROI? How do you approach AI talent briefs? What are their costs? Are the timelines different?

    While Muse is specifically exploring the role of AI for creativity, other departments are exploring AI to understand how it can increase productivity and efficiency for delivering creative campaigns.

    Watch this space for our first release of learnings from this investigation unit.

The Generative AI Creator Landscape

ENTRY LEVEL: AI IMAGE GENERATION

ENTRY LEVEL: AI IMAGE GENERATION

Using one tool, and a single prompt, to produce a static visual.

MID LEVEL: AI TOOL ‘RECIPE’

MID LEVEL: AI TOOL ‘RECIPE’

Using multiple tools together, to create a piece of content — including text, audio and video.

PRO LEVEL: AI TOOL BUILDER

PRO LEVEL: AI TOOL BUILDER

Creating a bespoke system of AI tools with a specific creative output in mind.

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