Artificial Intelligence (A.I.) has become one of the most talked-about tools in the creative industry. From text generation to image design, A.I. offers new possibilities that can save time and expand what creators are able to do. At the same time, it raises questions about originality, authenticity, and the long-term impact on creative work.
To gain perspective, I spoke with the Head of Marketing and Sales at PhoeniX Creators, a Switzerland-based agency managing digital creators worldwide. His insights highlight both sides of the discussion — the advantages that make A.I. appealing, and the risks that every creator should keep in mind.
According to him, one of the clearest benefits of A.I. is efficiency. “Tools like ChatGPT, MidJourney, or Canva’s A.I. features allow creators to move faster,” he explained. “They can brainstorm ideas, polish drafts, or create visuals in minutes. For small teams or solo creators, this saves huge amounts of time.”
Another benefit is accessibility. In the past, advanced design or editing often required expensive software and years of practice. A.I. lowers that barrier, allowing newcomers to experiment and produce professional-looking work. For creators who might not have the resources to hire specialists, A.I. can serve as a useful stepping stone.
Finally, A.I. can spark creativity by offering variations or unexpected ideas that humans might not have considered. “Sometimes the best part of A.I. is the inspiration it provides,” he said. “It gives you a base to build on, not a finished product.”
The risks of A.I. use
But A.I. isn’t without challenges. One of the biggest risks is loss of authenticity. Content that relies too heavily on automation often feels generic, and audiences can usually tell. Overuse may result in followers losing interest because the personal touch that draws them in is missing.
There are also ethical concerns. Many A.I. models are trained on existing work, raising questions about copyright and originality. For creators trying to build a long-term brand, relying solely on A.I. output may pose legal and reputational risks.
Brückmann also warned about complacency. “It’s easy to lean on A.I. as a shortcut, but that can stop creators from developing their own skills. The strongest brands are built on individuality, not automation.”
Finding balance
For PhoeniX Creators, the solution is balance. A.I. should be treated as a tool, not a replacement. When used thoughtfully, it can save time and inspire ideas. But it should always serve the creator’s authentic voice, not erase it.
As he summarized: “The future isn’t about humans or A.I. — it’s about how the two can work together. The creators who thrive will be those who use A.I. without losing themselves in the process.”
For more insights into sustainable growth strategies for digital creators, visit PhoeniX Creators.
As the digital landscape continues to evolve, staying adaptable is crucial. Creators who remain open to learning, experimenting, and refining their craft alongside technological tools will stand out. Embracing A.I. thoughtfully can be a powerful advantage — but preserving your unique voice is what truly makes your work unforgettable and impactful.
