Publishers have always come in all shapes and sizes, but with easily-accessible tools and powerful software platforms putting publishing prowess in the hands of so many, the look of a “publisher” has never been more diverse.
A recent URLgenius survey with the commendable goal of “shining a bright light on the hustle, heart, and high-tech savvy of today’s creators” found that 43% found AI tools to be helping them streamline their workflow. And though 30% hadn’t noticed any impact, 23% said AI makes content creation more accessible and 21% said that content “increases competition.”
“59% of North American creators and influencers use AI tools for content creation or business operations at least occasionally,” writes EMARKETER’s Arielle Feger of the URLgenius findings. “AI chat tools like ChatGPT and Claude are the top AI tools used by 38% of content creators worldwide, followed by audio tools like Wondercraft or ElevenLabs (21%) and image generation tools like Canva or Midjourney (21%), according to April 2025 data from Wondercraft.”
Of those AI-users surveyed by URLgenius, the most popular AI use was automating engagement (34%), followed by identifying what to promote (23%), analyzing data and audience insights (23%), and editing and enhancing video (19%).
(Source: URLgenius)
As URLgenius’ Scott Allan writes, “Creators are now teaming up with AI to turbocharge their workflows, boost earnings, and outsmart an economy where more than half of full-time creators are feeling the pinch from slower consumer spending.”
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