All creators in the new arena of user-generated content

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The most beautiful friendships, like the greatest love stories, leave us speechless. This is what happens to Dog, an anthropomorphic dog from New York who meets Robot, his new robot friend. Their friendship grows into an inseparable one in 1980s Manhattan, but their happiness is shattered when Robot rusts during a dip in the sea. The silent film, which is currently also in cinemas and has already been nominated for the 2024 Oscars as best animated film, tells about a world populated by animals, people and humanoids. Will it happen to us too? Never before have our social stories intercepted the new frontiers of artificial intelligence, especially generative intelligence, which creates multimedia stories that were unthinkable compared to the past.

Ia within everyone’s reach

One plus one is much more than two when the production of user-generated content – ​​known in marketing by the acronym Ugc, or User-generated content – ​​is built with the help of artificial intelligence. Here then is the rise of AIGC, or Artificial Intelligence Generated Content. These are photos, videos and messages that have been optimized, improved and expanded thanks to tools such as painting, writing, musical composition, video generation, speech synthesis and programming. The technology therefore offers enormous potential to create unique and personalized content for companies and users on a large scale, wrote Forbes in America.

The numbers also tell us this: Today, consumers spend 5.4 hours a day on self-produced content, which 75% of marketers consider valuable because they make a brand more authentic when intercepted. But be careful. Already thirty years ago, the two English sociologists Nicholas Abercrombie and Brian Longhurst theorized the rise of performers: the spectacle would soon exceed its natural boundaries and invade all the interstitial spaces of everyday life. However, the innovation lies in the AI ​​that goes into the field to shape this content.

“Artificial intelligence has already entered our lives more clearly than you might think, including and especially in the field of content production. In addition to the most advanced tools, there are many others that already include AI-driven features. Many smartphones integrate functions to crop part of the image, eliminate elements or correct imperfections. For early adopters and more advanced users, many generative AI tools are now common for both text and image and video production, allowing them to unleash their creativity beyond their practical capabilities. The future will increasingly move in this direction, where we can all be creators. The real difference will increasingly lie in the ability to create,” says Matteo Pogliani, founder of Onim, the national influencer marketing observatory. Thus, artificial intelligence is powerfully penetrating the production of user-generated content.

According to Globalwebindex, 18.1% of users already use these tools at least once a week. But the prospect is of exponential growth. In recent days, Dove has launched a campaign on the value of authentic images, reporting that by 2025, 90% of this content will be generated by AI. «Generative tools linked to texts such as ChatGPT are widely used, but tools linked to images and videos are also finding their way: tools such as Midjourney, Adobe Firefly and DALL-E are able to convert the ideas of users who might not they would have the technical capabilities to create them,” says Pogliani.

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