Many creators are already using AI tools in their content production

Washington DC, July 13, 2023 — A new survey conducted by Descript and Ipsos among podcasters, YouTubers, and short-form video creators finds that nearly two-thirds of these creators have already used generative AI in their content production, and more than three in four say they are likely to use AI tools moving forward. Among creators in this survey that have not tried generative AI tools, lack of familiarity is the most common reason – 45% say they aren’t familiar with the tools, and one in three say they aren’t familiar with AI in general. The poll also finds that slightly more than half of these respondents believe AI tools have produced higher-quality content, made them more creative, and saved time.

Read Descript’s Content Creator Trends Press Release here.

About the Study

These are the findings of a Descript poll with data collection by Ipsos conducted between March 29 and April 12, 2023. For this survey, a sample of 1,004 podcasters and video creators from the continental U.S., Alaska, and Hawaii was interviewed online in English. To qualify, respondents needed to be 18+ and create and publish original podcast or video content on their own personal account, a business account, or as a part of their job for a business or brand at least once a month.

The sample was randomly drawn from Ipsos’ online panel, partner online panel sources, and “river” sampling and does not rely on a population frame in the traditional sense. No post-hoc weights were applied to the data and findings reflect the opinion of these respondents.  

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.8 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,005, DEFF=1.5, adjusted Confidence Interval=+/-5.3 percentage points).

About Ipsos

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.

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Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com