Last week Youtube published its ‘Culture & Trends Report 2023’ for which they analyze trends and conduct surveys in 14 countries. 

One of the findings of the report is the explosive growth of AI-related creativity on the platform. In 2023 alone, the platform reported over 1.7 billion views of videos related to or using generative AI tools. This could mean AI tool tutorials but also AI-generated content or even so-called ‘VTubers’ –an online entertainer or influencer who uses a virtual avatar, generated by using computer graphics. 52% of people say they watched a VTuber over the past 12 months. 

AI creates an enormous unexplored space of creativity and expression that will lead to new formats and ways we consume content. But it will also spur a discussion around the importance of human authenticity (or lack thereof) in the creative process. And while many brands embrace the AI revolution, some brands also go against AI. For example, Nikon is presenting photos of natural places in our world that are stranger than fiction, using the tagline “Don’t give up on the real world”. Or take a look at Polaroid’s Real Life campaign, celebrating the beautifully imperfect and unpredictable nature of life.

Read the trend report here. Or read last year’s insights from the report where we highlighted the finding that (digital) culture is hyper-individualizing, leading to a loss of ‘watercooler discourse’