The Application of Artificial Intelligence (AI) and Data Analytics for Content Creation on YouTube and TikTok
Keywords:
Artificial Intelligence, Data Analytics, Content Creation, Digital Ethics, Creator EconomyAbstract
In the era of the Creator Economy driven by online video platforms, the application of Artificial Intelligence (AI) and Data Analytics has become central to the production and dissemination of content on platforms such as YouTube and TikTok.This academic article aims to examine the patterns of how these technologies are applied in content creation, as well as to analyze the ethical impacts and challenges that arise in parallel.
The analysis reveals that the digital content ecosystem is a battleground shaped by tensions between multiple theoretical frameworks. On one hand, the Uses and Gratifications Theory (U&G) and the Technology Acceptance Model (TAM) explain how content creators employ analytic tools to understand and meet audience needs. On the other hand, all of this takes place under the pressure of the Attention Economy Theory, which represents the platforms' ultimate goal: to capture and retain viewer attention for as long as possible. In this context, AI functions as a mechanism that intensifies and amplifies these tensions through powerful content recommendation systems.
Case studies of content creators in Thailand illustrate two contrasting dynamics in practice. On one side, successful creators can leverage data analytics as a creative ally without compromising their authenticity. On the other side, the pursuit of algorithmic optimization—driven by the logic of the attention economy poses ethical challenges such as the production of clickbait content, the emergence of filter bubbles, and the phenomenon of creator burnout. This article concludes that the most pressing challenge lies in striking a balance between technology-driven efficiency and ethical responsibility, in order to foster a sustainable and creative digital media ecosystem.
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