MIPCOM, the long-running annual global trade show for television and digital media, celebrated its 40th year last week in partnership with YouTube, furthering the bridge between the creator economy and traditional TV shows. Many influencers have already made the jump to our living room TVs—MrBeast, Lilly Singh, and others have leveraged YouTube fame as a springboard to more mainstream TV shows—and it's clear the industry sees them as light bearers for acquiring YouTube talent with built-in audiences. But AI feels different. While the gates are opening for content creators to reach wider audiences, AI can play a different kind of numbers game: Like a podcast company churning out 3,000 episodes of AI-generated content per week, most episodes can fail and it could still be a worthwhile return on the investment.
One company, LoglineAI, described as an "AI-led creative studio," invited me in an email to "explore the future of storytelling." Their value proposition is using AI to "deliver character consistency, multi-lingual dubbing with adaptive lip-sync, and emotion-aware visual storytelling, enabling faster, smarter, and scalable content production." I would have considered it bunk had I not attended so many sessions highlighting the success of AI-generated content. Like me, you may not know that "slopcore" content could be so popular.
Whether AI-generated content will reserve its lane in vertical video or bleed into traditional TV is yet to be decided. You may remember Quibi as an example of micro dramas failing to gain traction, but numbers suggest that dismissing vertical videos would be a mistake. The trajectory of micro dramas in the Chinese market challenged many of my own assumptions: Vertical dramas bring five billion dollars in annual revenue, driven initially by middle-aged and older audiences before expanding in popularity on its way to catching up with the standard box office.
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