AI predicted to reshape Australian content creation by 2025

New research indicates that over a third of Australian content creators believe artificial intelligence (AI) will redefine content creation trends by 2025.

According to the 'Fujifilm Forecast: Content Creation Trends for 2025', 34% of creators predict that AI will significantly influence the content creation landscape in the coming years. In addition, 27% identified virtual influencers and AI personas as an emerging trend set to have an impact this year.

The report, which explores pertinent issues within Australia's creator economy, also reveals that 28% of creators feel optimistic about the potential of AI to enhance content quality and originality. However, the community appears divided, with 39% of creators acknowledging that AI has made content creation more accessible through tools like auto-captioning, while an equal number express concern over the potential for misinformation and the effect on human creativity.

Another pressing issue highlighted in the report is the potential impact of a US TikTok ban, with 65% of Australian content creators expressing concern over how such a development could affect domestic content. In particular, 28% worry that it would reduce the quality of content on their 'For You' page, while 25% anticipate a need to alter their content consumption habits.

The report identifies several key trends and challenges for Australia's six million-strong creator community in 2025. Among these are changes in content monetisation, the increasing role of AI, and a shift towards short-form content. Platform preferences have also been documented, with Instagram being the top choice for 60% of creators, followed by Facebook at 52%, and TikTok at 46%.

The types of content creators plan to produce and consume are also evolving. Photography emerges as the leading content type creators intend to focus on in 2025, with 52% saying they plan to create photographic content. Educational content is next at 35%, followed by travel content at 31%. For consumption, comedy tops the list, with 65% of creators planning to enjoy this genre, while educational content follows at 60% and travel content at 54%.

Concerning monetisation, 51% of creators are currently not earning income from content creation but indicate a desire to do so. Balancing content creation with other responsibilities like full-time employment was cited by 44% as a major challenge.

There is also a notable shift in how businesses are engaging with content creators, as 38% have identified partnerships with brands as a significant opportunity in 2025. Meanwhile, 65% of creators predict that short-form video content, such as TikToks and Instagram Reels, will prevail as the dominant format, with 46% noting it will have the most significant impact.

Shaun Mah, General Manager of the Electronic Imaging & Optical Devices Divisions at Fujifilm Australia, commented, "The content creation landscape in Australia is evolving rapidly, presenting both incredible opportunities and significant challenges for creators. The Fujifilm Forecast not only captures the trends shaping 2025 but also celebrates the creativity of those at the forefront of this dynamic community. We are committed to empowering creators with the tools and knowledge they need to succeed in this ever-changing industry. As the industry continues to evolve and help shape global storytelling, it's crucial that we foster a sustainable and innovative creator economy that allows Australian talent to thrive."