Summary of Key Points
In the first half of 2026, AI creators (those who can produce high-quality content using AI tools) have become highly sought-after in the industry. Platforms organize competitions, MCNs sign up these creators, and AI tool manufacturers offer support. However, beneath the surface of this excitement lie some issues: audiences are more interested in the visual spectacle and plot elements of AI-generated content but struggle to remember the creators themselves. AI creators are still far from becoming IP assets that can attract and engage viewers on a long-term basis. The current popularity is mainly driven by the needs of producers (platforms, MCNs, etc.) rather than the active choice of consumers.
I. The Industry's Fierce Competition for AI Creators: Not Out of Passion, but for Control of the Future
Why are platforms, MCNs, and AI tool manufacturers all competing fiercely for AI creators? Essentially, they are vying for three things:
1. The “voice” in AI content creation: The first to produce an AI hit will define what “AI-generated content should look like” (e.g., whether it should have a sci-fi or emotional tone), essentially securing a position in this new field.
2. Stable, high-quality creators: There are few AI creators who can consistently produce excellent content, and once they get used to using a particular platform’s tools (such as Kuaishou’s Keling), it’s difficult for them to switch platforms, effectively locking in those creators for the long term.
3. Control over new market trends: AI creation is an uncharted territory without established pricing standards. Having AI creators who can produce hits allows for higher negotiation power when negotiating partnerships with brands.
For example, Bilibili and Douyin organize AI creation competitions, and MediaMalt signs up 140 AI creator accounts; SenseTime sponsors an AI section at a film festival—all of these actions are aimed at securing these three benefits.
II. Audiences' Reaction to AI Creators
Despite the industry's enthusiasm, audiences remain relatively indifferent:
- Content over creators: For instance, the video “All Things Are Born” has nearly 100 million views but only 1.18 million followers (only 1-2 out of every 100 viewers follow the creator). Comments often focus on the “mechanical cultivation world” and the plot elements, with few mentioning the creator.
- Visual spectacle over story: AI can create stunning visuals (e.g., floating energy barriers, mysterious creatures), which impress audiences but are quickly forgotten, leading to no desire for further watching or replaying.
- **Lack of interest in “AI”: The widely shared video “Paper Phone” (produced with AI assistance) was shared by CCTV, and what moved netizens was the emotional content about missing loved ones, not the fact it was made with AI. Audiences do not perceive AI-generated content as a distinct category; they judge only the quality of the story.
III. The Road to Becoming an IP
To become an IP that attracts and engages viewers, AI creators need to:
1. Have memorable elements: Most AI creations rely on visual effects to attract attention, but their characters and stories lack depth. For example, the “door” element in “Zero Number File” was popular, yet no one remembers the name of the protagonist.
2. Sustainable profitability: Only a few top AI creators receive commercial deals (e.g., @OldDreamRecorder collaborating with car companies), while most can only earn from AI manufacturers’ promotions, resulting in unstable income.
3. Replicable creativity: Many AI creation teams are informal (e.g., @LifeLongerThan Dreams uses WeChat Docs for collaboration). Hits may be the result of a stroke of genius and cannot be reproduced on a large scale.
4. Deep worldbuilding: Some AI creations attempt to develop into series after just two episodes, leading to criticism from viewers who say, “How can you make derivatives before even reaching hundreds of episodes?” Mature IPs require long-term development.
IV. A Real Trend or a Bubble?
The conclusion is that while there is a real trend, there is also a potential bubble:
- A real trend: AI creation represents a new force in content production—platforms need fresh content to retain users, MCNs need new creators to generate revenue, and AI tool manufacturers need cases to prove the effectiveness of their tools. These are genuine needs.
- Where the bubble lies: The industry treats AI creators as potential IP assets, but they have not yet been tested by consumers. If everyone focuses solely on visual effects while neglecting story and emotion, we may end up with many short-lived hits without truly memorable IPs.
In summary, AI creation is a valuable tool, but it should not be treated as an IP in its own right. The key is to tell a good story that resonates with audiences, making them care about the characters and plot, rather than relying solely on AI-generated visuals.
Final Thought
AI creation is a useful tool, but don’t overemphasize it as an IP. Focus first on telling a compelling story that makes viewers invest emotional connection with the characters and plot. Otherwise, even the hottest trends will eventually pass.