YouTube is set to get a huge makeover that could fundamentally change everything about content creation on the platform. CEO Neal Mohan made several major announcements this week at the Cannes Lions International Festivity of Creativity. YouTube is quick to show you the tools that allow you to create shorts videos from scratch using Google’s New Veo 3 AI Creator.
This is not a new edit or filter feature. Currently, we are dealing with artificial intelligence that allows us to create entire videos with no human shot content. This technology is said to allow anyone to create video content in seconds. This sounds really cool on paper. But like all the AI we’ve seen these days, it’s sparking a lot of debate about what this will do for a future of creativity and authenticity on the web.
The promise of endless possibilities
Mohan is clearly excited about what this technology might open up. In his keynote address, he sketched out his vision for the creation of democratized content. “Anyone who talks to them can turn their passions into a profession,” and “People with a voice can unite people and make a difference.”
He emphasized that “the possibilities for AI are unlimited,” and framed this as the next article in a creator-led revolution.
The appeal is clear. Photos with the ability to create professional-level content without expensive equipment, technical skills or appearing on camera yourself. For those with ideas but limited finances, this may even be an arena like never before.
Disadvantages: Too much AI content
But there’s something behind this coin that scares many people. Among critics there is fear of the spread of what they call “AI slops.” This is low-quality AI-generated content that clogs YouTube and makes it difficult to find videos made by real people. If you’re someone who can create an unlimited number of content with minimal effort, this site has plenty of bland automated videos that don’t add anything to people’s lives.
And there is the bigger question of truth and authenticity. More advanced and widespread AI-generated content makes it difficult to tell what is real and what is no better. This makes it difficult to distinguish between authentic creator content and machine-produced content in ways that disrupt the consumption and how to believe online media.
Hollywood is pushed back
The entertainment industry is not standing out vaguely. YouTube has already been forced to sign deals with major talent agencies such as the Creative Artist Agency (CAA). However, they only cover some of the more prominent individuals who have leverage to negotiate these protections.
Dozens of other writers, actors and producers are opposed to the fear that AI is basically stolen their work and letting them go out of business. They called for stronger regulations on how generative AI could be adopted, particularly with a focus on intellectual property rights and fair compensation. However, so far these requirements have not led to much tangible legal protection.
What does this mean for YouTube’s future?
YouTube’s foray into AI-generated content is a major change in how the company thinks about creativity and creativity. On the positive side, it allows us to explain what certain people can’t otherwise. On the negative side, I think we are heading towards a world where human creativity is inherently dying due to an infinite flood of fake content.
Whether we want it or not, technology is coming, and YouTube appears to be determined to lead the charging. For creators, audiences, and those who care about true storytelling, the problem is how to make this new world work without sacrificing what makes human creativity special.
Time alone tells whether this AI revolution will improve human creativity, or whether it will replace it with something cheaper, faster, and ultimately undesirable.
