Thinking through AI as the next new platform opportunity - Version One

Thinking through AI as the next new platform opportunity - Version One

Is "Creator Washing" the New Greenwashing?

In the evolving landscape of technology, two important topics have emerged: the potential of AI as the next platform opportunity and the rise of "creator washing" as a concerning trend. While seemingly unrelated, these topics share common points that highlight key considerations for businesses and developers.

When thinking about AI as the next platform opportunity, one crucial question arises: who will retain the most value from these platforms? History has shown that platforms tend to extract the bulk of the value for themselves, leaving little for those building on top. However, in the realm of AI platforms, there is a possibility of multiple contenders, much like the division of cloud computing between AWS, Azure, and GCP. OpenAI, Google, and Facebook, with Microsoft as a partner, are leading the race to play a significant role. The competition among these companies should limit the potential for a single entity to monopolize profits at the expense of others. This gives hope to companies and developers building on these platforms, as they may have a fairer chance to benefit from their innovations.

The second question that arises is whether incumbents or start-ups will capture the majority of the new value being generated. Incumbents, with their vast data sets, large user bases, and strong financial positions, have a clear advantage, especially in the consumer market. However, when it comes to enterprise software, there is an opening for start-ups to create more value for their customers with vertical-specific AI products. By focusing on designing interaction models that minimize friction and risk, start-ups can differentiate themselves. This can be achieved by incorporating human intervention when necessary and addressing regulatory and privacy constraints effectively. Start-ups can also leverage their unique data, both original datasets and feedback loops, to bring a fresh perspective to the market.

Now, let's shift our focus to the concerning trend of "creator washing." Just as greenwashing involves misleading claims about environmental sustainability, creator washing is the act of misleading creators into believing that a product or service prioritizes their needs and success more than it actually does. Truly ethical creator platforms prioritize creator equity, diversity, mental health, and economic sustainability. They place long-term creator success above short-term profits.

A notable example of a platform that excels in community building and avoiding creator washing is TikTok. TikTok's suggestion algorithm ensures that each creator has an equal opportunity to find new fans, regardless of their previous popularity. This approach promotes fairness and inclusivity, allowing creators to thrive based on the quality of their content rather than their existing fame.

To combat creator washing, it is crucial for businesses to prioritize transparency and authenticity. They should align their actions with their claims and genuinely prioritize the well-being and success of creators. This involves providing fair compensation, fostering diversity and inclusion, and actively supporting creators' mental health. By doing so, companies can build trust with their creator communities and establish long-lasting partnerships.

In conclusion, as AI emerges as the next platform opportunity, it is essential to consider the distribution of value and the potential for incumbents versus start-ups to capture the new value being generated. Additionally, the rise of creator washing highlights the importance of ethical practices and genuine support for creators. To navigate these challenges successfully, businesses and developers should prioritize fairness, transparency, and authenticity. By doing so, they can foster an environment that benefits all stakeholders and drives sustainable growth in the AI and creator economy.

Actionable Advice:

1. Embrace collaboration: In the AI platform space, collaboration between companies can help ensure fair distribution of value. By working together and setting industry standards, companies can create an ecosystem that benefits all participants and avoids monopolistic control.

2. Prioritize user-centric design: When developing AI products, it is crucial to design interaction models that minimize friction and risk for users. By considering the impact of false positives and false negatives, companies can create user-friendly experiences that enhance adoption and trust.

3. Foster genuine partnerships with creators: To avoid creator washing, businesses should prioritize authentic relationships with creators. This involves fair compensation, diversity and inclusion initiatives, and support for creators' mental health. By prioritizing long-term creator success, companies can build trust and loyalty within the creator community.

By implementing these actionable advice, businesses and developers can navigate the challenges and seize the opportunities presented by AI as the next platform opportunity while avoiding the pitfalls of creator washing.