The rise of AI-generated content, particularly videos, is significantly impacting creators in India, according to industry leaders like Sunder Venkatraman of Josh. While AI can enhance creativity and streamline production, it threatens original creators by diluting audience engagement, potentially reducing their income by 15-20%. Platforms like YouTube are cracking down on repetitive, AI-generated material, emphasizing the need for originality in monetized content. Creators like Ayushi Rai express concerns about the rapid production ability of AI, which complicates visibility and creator earnings. Despite the benefits of AI tools, experts warn of a decrease in audience trust and the prevalence of misleading content. Initiatives by Meta and Twitter aim to label AI-generated media, but detection tools remain insufficient. As AI reshapes content creation, maintaining originality and creative integrity is paramount for platforms to foster vibrant creator communities and engage users effectively.
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