The decline of content creators has a name. Market saturation? No. Algorithm? Neither. Economic crisis? None. The word no one wants to say is: replacement. AI is replacing human creators in every industry, with a speed and efficiency that makes competition simply absurd. This is not a doomsday prediction: it is already happening. Right now.
The signs are everywhere, but many prefer to ignore them, in two ways: either by clinging to the comforting illusion that all human creativity is irreplaceable, or on the contrary by waving the spectre of the Apocalypse (which is another way of not analyzing the facts).
I’ll show you why both are naive beliefs. The data is overwhelming, the examples undeniable. And it’s not just about automation, as in previous technological leaps. This time it’s different: AI doesn’t replace a format, it replaces human effort itself. And it does so by improving every single day.
Proof that AI is eating up content creators
You can hear it already, right, fellow content creators? You work twice as hard (more research, more dedication, more strategies). Your content is better than ever. Yet instead of growing, you are stagnating, or worse, losing ground.
You push yourself just to reach numbers that were easy to reach two years ago. And you are not alone. Ask any independent content creator (YouTubers, writers, graphic designers, TikTokers, musicians, voice actors, authors) and they will all tell you the same thing: “It’s harder now.”
Many (not all, but many) will blame saturation. They will blame the algorithm. They will blame the market, inflation, politics… anything but the truth. Not because they don’t know it. Because they don’t want to face it. And what is that truth? AI aims to take over independent content creation: not just a part, but all of it. And it’s not happening slowly.
AI channels are outpacing human content creators
As mentioned, AI isn’t just changing content creation; it’s reshaping the entire landscape. Its speed is impacting every industry that relies on creative work.
Companies like Video e AutoShorts are accelerating the shift toward AI-generated YouTube content by offering powerful tools that automate every aspect of video production. These platforms allow users to generate scripts, voiceovers, images, and even full videos with minimal manual effort, significantly reducing the time and cost of content creation.
These AI-driven tools are enabling video production and monetization at an unprecedented scale, flooding the platform with AI-generated content that competes directly with human content creators. Unlike traditional YouTube channels that require weeks of writing, filming, and editing, AI-powered channels can produce and upload dozens of videos per day.
Faceless content and artificial personalities
AI ‘Faceless’ Content Leads the Charge, But It’s Just the First Phase of a much broader transformation. AI isn't just automating content; it's learning to interact with audiences in real time. Nowhere is this more evident than in the rise of AI personalities like Neuro-sama.
Programmed by Vedal and debuted on Twitch in December 2022, Neuro-sama interacts with viewers in real time, plays video games, and even sings during livestreams. Powered by a large language model, she dynamically responds to chat interactions, making her conversations uncannily human-like. As of March 2025, Neuro-sama's YouTube channel has amassed over 550.000 subscribers and millions of views.
Neuro-sama is just the beginning. As AI-generated personalities become more advanced—capable of real-time emotional responses, lifelike animations, and personalized audience engagement—the distinction between human and AI content creators will become nearly invisible. Because, in effect, AI is not just a tool for producing content; it is becoming the content itself.
AI Writing Is Saturating Blogs and Books
Platforms like Chat GPT, Jasper e Claude have made it possible to generate entire blog posts, articles, and even books in minutes. What once took hours of research, writing, and editing can now be done at scale with minimal human input.
A report Reuters already highlighted in 2023 A shocking example of AI’s growing presence in the publishing world: A man used ChatGPT and MidJourney to create a fully AI-generated children’s book (from concept to publication) in less than 72 hours. The book, with AI-written text and AI-generated illustrations, was uploaded to Amazon KDP and immediately put on sale.
But it's not just unknown "indie publishers" who are embracing AI: bestselling authors are also being discovered using it. Last year I told you about the "pioneer" of the genre, a Japanese author who won a literary prize with his novel (by the way, it's coming out in Italy, we'll talk about it later) written with the help of AI.
Exactly one year later, in January 2025, the romance novelist KC Crowne was “outed” for using AI-generated writing in her latest book after readers discovered an unedited AI prompt left in the final text. The mistake sparked a firestorm of backlash, raising concerns about authenticity, ethics, and transparency in the writing industry.
Not just content creators: AI outproduces (and outperforms) human artists too
Yes, sir: AI can now generate detailed, stylized artwork in seconds—and customers are noticing. Businesses and content creators who once relied on freelance illustrators or great photographers Now they are turning to AI art tools that can produce professional-quality images instantly and at zero (or nearly zero) cost.
The commercialization of AI-generated art is already impacting professional artists. In 2022, an AI-generated work titled “Théâtre D'opéra Spatial” sparked controversy when it won first place in a digital art competition, beating out human artists. The winning work was created using midjourney, raising concerns about whether AI-generated works should be allowed to compete against human-created works.
The trend is clear: as AI-generated art continues to refine its ability to replicate human creativity, the distinction between handcrafted craftsmanship and machine-generated imagery will blur. Art is no longer the exclusive domain of human vision and skill: AI also becomes an artist itself (an artist who takes the principle that “art is also in some way theft” to its fullest extent, being able to steal from all human knowledge).
Music and dubbing: AI is also hitting these sectors
In April 2023, an AI-generated song titled “Heart on My Sleeve” stunned the music industry by using AI-generated vocals that perfectly mimicked the voices of Drake e The Weeknd, two of the most famous artists in the world. The song was uploaded to Spotify, Apple Music and YouTube, where it amassed millions of streams before being removed.
The viral success of “Heart on My Sleeve” has shown how easily AI can clone popular artists and raised concerns about copyright, royalties, and the future of human musicians in an era where anyone can generate a hit with AI.
But it's not just music. The AI voice cloning is also rapidly changing the gaming and entertainment industries. Over the past couple of years, many video game companies have quietly begun replacing professional voice actors with AI-generated performances, a move that allows companies to reduce costs and avoid contractual obligations. AI voice models can generate, edit, and translate lines on demand, eliminating the need for lengthy recording sessions.
The Final Blow: AI Gets Better Every Day
What makes this phase different from those that have characterized previous technological changes? Three factors first of all: Speed, scale e flow. Unlike the transition from radio to TV or from newspapers to digital media, AI does not replace a format, but an effort: human effort.
Independent content creators don't just compete with each other. They compete with an intelligence that never sleeps, never tires, and never stops improving. But this isn't just technological progress. It's not just another industrial shift. And it's not just technological acceleration. What we are witnessing is the manifestation of a force far greater than any individual innovation: a force that has shaped evolution, intelligence and competition for millennia. It is called will to power (you read it Nietzsche?). It is the force that governs all existence, inexorably pushing everything toward its most optimized, efficient, and dominant state. A synthetic will to power, the first case in human history.
The Will to Power Through AI
This law is not a philosophy. It is not a theory. It is simply observable reality. Wherever life exists, wherever systems emerge, wherever competition takes place, the will to power is in motion: refining, evolving, and eliminating what can no longer keep up. The changes we are seeing with content creators are a crystal clear example of this force in action. AI is the most refined manifestation of the will to power we have ever created.
And it moves through AI just as it moves through everything else, forcing industries to evolve, systems to optimize, and inefficiencies to be eliminated. That's why AI is advancing at an exponential rate. And that's why independent content creators are struggling to survive. And, of course, that's why the creative landscape of the future It will not look like what we know today. There is no stopping the will to power. There is no stopping this improvement. And I tell you this firsthand, as an advertiser and a journalist: I face, I will face the same harsh reality as everyone else reading this article. But, like everyone else, I will also exercise my will, and I will organize my response. And I will not be alone. Because, as the Joker played by Heath Ledger said, “what doesn’t kill you, makes you… stranger.”
The Human Response to the Content Creator Crisis
As mentioned, as the will to power moves through everything (including human content creators facing this new reality) we are already seeing how it is shaping and refining the human response to AI’s takeover of content creation. And it's not mere resistance. As AI continues to improve at an unstoppable pace, human content creators are being forced to evolve. They aren't just reacting; they're adapting, competing, and in some cases, learning to survive. even working in synergy with AI.
With AI-generated books flooding online marketplaces, authors are now struggling for visibility in an industry where readers can no longer be sure whether a book was written by a human or an algorithm. To counter this, a growing movement among publishers and authors is pushing for “Authored by Human” labels to distinguish books written by humans from content generated by AI. Across the world, several certification processes will be introduced that will allow authors to verify their books as products of human creativity. Accredited authors will be able to display a “Human Author” logo on their book covers and promotional materials, signaling to readers that their work was created without AI assistance.
Of course, they will be “distilled” works, like a good (or bad) Whisky is today. But they will be there, and they will have their own intrinsic value. And they will not be the only fruit of the “call to the arts” that will involve us.
The music world reacts
As AI-generated music continues to flood streaming platforms, a growing number of artists and industry leaders are fighting to preserve the value of human-made music. One of the most notable efforts comes from Human Artistry Campaign, an initiative designed to establish ethical standards for the use of AI in the music industry.
Backed by leading music organizations and independent artists, the campaign argues that AI should serve as a tool to support human creativity rather than replace it. The campaign promotes several key principles, including artists' rights (and the actors) to control how their voices, styles and likenesses are used, ensuring that AI cannot be used to clone musicians without consent.
Video and YouTube content creators defend themselves
As AI-generated videos become more common, both platforms and individual content creators will take steps to maintain transparency and protect human-generated content. YouTube has already introduced policies requiring creators to disclose when their content includes AI-generated elements, such as voice cloning or AI-generated content. deepfake. Videos with synthetic media must now be labeled, ensuring that audiences can distinguish between AI-generated and human-created material.
At the same time, content creators themselves are fighting back. A group of bloggers and influencers have launched the “Keep it Real” campaign, which promotes authenticity in digital content and aims to prevent unauthorized AI replication of creators’ work.
Of course, while some creators are struggling to preserve human creativity, others are adapting by monetizing the rise of AI. Companies like I find They now offer content creators the ability to sell their unused material for AI training purposes, allowing them to profit from material that would otherwise remain unused.
Content creators and everything else: the way forward
I know that the responses to AI’s incursion into creative spaces are all “reactive”: they didn’t emerge until the problem was already too big to ignore. That means they’re already fighting from a disadvantaged position. But that’s simply what happens when people are blind to the will to power. Because of this ignorance, the measures taken to protect individual creators are not strategic, but desperate: a bit like throwing darts at a chalkboard, not a target. After all, how can you defend yourself from something you don’t fully understand?
AI is certainly the “how” of this palingenesis of creativity, but the will to power is the “why.” AI is not an isolated “disruption”: it is the most recent and visible manifestation of a force that has always, and always has, shaped competition, evolution, and survival. Those who fail to see this reality will remain stuck in “response” mode, trying like stunned boxers to recover from the next wave of refinement. Ever closer to a technical knockout.
Content creators who study and understand the will to power will be the ones who survive in the new creative landscape.
Instead of blindly reacting, some content creators will know where to direct their energy, and their actions will be effective. They will see what is coming before it hits them, and they will move with the advancement of technology instead of being overwhelmed by it. Content creators who fail to see this will continue to chase trends, trying to figure out what they are doing wrong, until they are inevitably outclassed. Until they become extinct.
Again the extreme importance of philosophy in the age of artificial intelligence. Yes indeed: dear content creators, to fight against AI you must study Nietzsche. The session is adjourned. Happy reading!
