OpenAI’s upcoming test of ads in ChatGPT in the US is dominating headlines. But few are talking about what it could mean for the creator economy.
The move, along with the rise of AI chatbots in general, has the potential to reshape where creators get discovered, how their content is used and how they make money.
OpenAI said ads will initially appear at the bottom of chats for adult US users when there is a “relevant product or service” based on a current conversation. Fidji Simo, who was previously the head of the Facebook app and CEO of Instacart, is leading the initiative.
ChatGPT will have plenty of opportunities to serve ads to its users. More than half (57%) of Americans used AI chatbots for product research as of August, according to data from Omnisend.
That means advertisers will start to direct more of their focus—and eventually spending—to ChatGPT. Traditional search budgets will be most at risk, but social media and influencer strategies could also be impacted. Case in point: In a post on X, OpenAI CEO Sam Altman shared an example of the types of ads he “likes”: Instagram ads.
“An example of ads I like are on Instagram, where I've found stuff I like that I otherwise never would have,” he wrote.
It’s also important to look at ChatGPT ads in the context of what else OpenAI is doing.
Most people in the creator economy think of AI as a content creation tool. It certainly is but it’s also a new distribution channel. With the launch of Sora 2, a partnership with Disney and the introduction of individual apps within ChatGPT, OpenAI is also looking to build a new content ecosystem, not unlike Meta Platforms.
Meta is one of ChatGPT’s biggest competitors and the second biggest ad platform worldwide after Google. The company has punted launching ads in Meta AI until at least the end of this year, but the pressure is now on.
The rise of AI chatbots comes with challenges and opportunities for creators. They risk losing visibility if they’re pushed down or replaced by AI summaries. Plus, creators may not be credited for their content. That could translate to declines in viewership and engagement on their core platforms, as people may be less likely to tune into original content from creators.
Then there’s the ripple effect. News publishers, for example, are now focusing more on TikTok and YouTube as AI overviews, such as those that appear at the top of Google search results, are hurting traffic to their sites, per data from Reuters Institute for the Study of Journalism. This could further crowd those platforms, making it even harder for creators to break through.
The good news is that OpenAI has said that ads won’t influence ChatGPT’s AI-generated answers. That means product reviews from creators, for example, could still show up in chats even when there’s an ad.
Many people also still like to double-check AI answers and recommendations, particularly on social platforms like YouTube, Facebook and Reddit. That suggests that creator and user-generated content will remain an important part of our online experience.
As OpenAI continues to build out its offering, it could also open up new ways for creators to share their content and earn money, such as through ad-revenue sharing or content licensing.
But creators will need to adapt. Much like many of them pivoted to short-form video with the rise of TikTok, creators will have to do the same as AI evolves. Building expertise and credibility will be key, both to show up in chatbot results and other AI features, and to be a trusted source when people look for social proof.
In other news…
The First US Influencer Certification
A nonprofit is building the new Institute for Responsible Influence. Its first order of business: creating a certification program for US creators.
The institute, which was announced on Tuesday, will provide training and other resources to creators so that they follow rules from the Federal Trade Commission to properly disclose sponsorship deals. Creators who complete the training will be certified.
The Center for Industry Self-Regulation, which is part of non-profit organization BBB National Programs, is the group behind the effort. While the initiative has a lot of support from ad agencies and organizations, it’s up to creators to enroll and complete the certification.
We discussed the FTC guidelines and how other countries like the United Arab Emirates are approaching influencer regulation, in last week’s podcast, embedded below.
The Round Up
The World Economic Forum kicked off on Monday in Davos. TikTok is ramping up its presence this year, bringing four creators from the US, Nigeria, UK and the Philippines to discuss topics like digital literacy, advocacy and cybersecurity. It also opened the first “TikTok Experience Center,” for attendees, who include government leaders, business executives and experts on topics like climate change and economic policy. Separately, other creators are also on the ground, including tech-focused YouTuber Marina Mogilko and “Diary of a CEO” host Steven Bartlett.
Tech earnings start this week, beginning with Netflix on Tuesday afternoon. Meta Platforms releases its fourth-quarter results on Jan. 28, while Google reports Feb. 4. Spotify and Pinterest report Feb. 10 and Feb. 12, respectively. We’ll share our analysis of the results in future newsletters and podcast episodes.
Adobe announced $10 million in grants and product donations this year for filmmakers. It will also fund creators directly for the first time through the Adobe Film & TV Fund, which was launched in 2024. One of the creators who will receive funding is YouTuber and “Chicken Shop” host Amelia Dimoldenberg’s Dimz Inc. Academy. Her program aims to help 18 to 24-year-olds from underrepresented backgrounds develop skills for careers in digital media.
Instagram’s video editing app Edits now lets users overlay content, like an old Reel or profile preview, onto a new Reel so viewers can click through. It reminds us of the “Related Video” feature on YouTube.
Beehiiv, the newsletter publisher, expects to nearly double its annual revenue to $50 million this year, CEO Tyler Denk told Reuters. (Scalable is part of Beehiiv’s Media Collective program for independent journalists.)
Deals, Deals, Deals
Bitmine Immersion Technologies, a crypto company, invested $200 million in MrBeast’s holding company Beast Industries. In October, the YouTuber filed a trademark for “MrBeast Financial,” which is described as offering online banking and crypto services. 👀
Fanvue, a UK-based subscription platform for creators to connect with their fans, announced $22 million in Series A funding led by VC firm Inner Circle.
Statusphere, a micro-influencer marketing firm, raised $18 million in Series A funding led by Volition Capital.
Today in TikTok
• TikTok quietly launched a separate microdrama app called PineDrama in the US and Brazil. Read more about what we expect from TikTok in the microdrama space in 2026 here.
• TikTok Shop launched shoppable photos, meaning creators and brands can now include direct links to buy products in their photo carousels.
• TikTok will start rolling out new age-verification technology in Europe in the coming weeks as it faces mounting regulatory pressure in the EU to crack down on accounts belonging to children under 13.
Creator Moves
Alix Earle launched a new series called “Get Real with Me” on YouTube. It’s a twist on the get-ready-with-me format that catapulted her to success on TikTok. In the show, she conducts longer, in-depth interviews with guests, beginning with her friend and fellow TikToker Jake Shane. The move shows how short-form creators are opting to develop recognizable, recurring series and focus on long-form content as they look to build stronger relationships with their audiences.
Anti-doomscrolling influencers are the new de-influencers. Olivia Yokubonis, who goes by “Olivia Unplugged,” is one of a growing number of creators making videos encouraging people to watch their screentime, especially on social media. In response to people who pointed out the irony in what she’s doing, Yokubonis said: “Where else am I supposed to find you, Kyle? For us to be actually seen, we have to be where people are.”
🎭Dylan Mulvaney and Abigail Barlow are joining the cast of “Six” on Broadway, becoming the latest social media stars to appear on major theatre stages in New York. Whitney Leavitt, one of the TikTok creators in Hulu’s “The Secret Lives of Mormon Wives” reality TV series, is also making her Broadway debut soon, playing Roxie Hart in “Chicago” on February 2.
Alan Chikin Chow, best known for his viral YouTube Shorts, is partnering with Netflix on a new scripted K-Pop series. He’s working on the series with Hybe America, the US division of the Korean entertainment company behind K-Pop boy band BTS.
Regulatory Woes
James Fishback, a Republican candidate for governor of Florida, is proposing a 50% “sin tax” on OnlyFans creators in the state. He believes this would deter people from joining the adult content site, and that they would use the revenue to raise teacher pay and improve school lunches. Florida-based Sophie Rain, who is one of OnlyFans’ top paid creators, pushed back on the proposal, saying many people rely on the platform to support their families. It also unfairly targets the (mostly) women who create content on the platform, rather than the (mostly) men who pay for that content.
A group of British parents are suing TikTok in the US, claiming their children died while attempting a “blackout challenge” on the app. “We strictly prohibit content that promotes or encourages dangerous behaviour,” a TikTok spokesperson told the BBC.
ICYMI: X said it would block owner Elon Musk’s AI chatbot Grok from creating sexual and naked images of real people on its platforms in some locations. The move comes after wide backlash to these images on X and regulators opening investigations into the matter.
