The OpenAI CEO says generative artificial intelligence is transforming content creation, threatening influencers, and forcing media companies to reinvent how they work.
The rapid advancement of generative artificial intelligence is reshaping the world of content creation and threatens to radically transform professions once considered untouchable.
In this context, Sam Altman, CEO of OpenAI and creator of ChatGPT, has predicted that automation will not only impact digital creators but could also lead to the disappearance of influencers and other traditional jobs, such as customer service.
During an interview on the digital program TBPN, Altman stated that the collaboration between humans and machines will define the future of visual communication.
In his words, “If the content is great, I don’t think you’ll care much whether it was generated entirely by AI or by a human,” underscoring the growing indifference of audiences toward the source of content—as long as it’s original and of high quality.
This perspective emerged in a conversation with Bill Peebles, head of the Sora project, where Altman warned that content creators must adapt to a new, technology-driven landscape.
The arrival of generative AI has deeply changed the way users consume information and entertainment. For Altman, what audiences truly seek is “good, original, thoughtful, new, and useful content,” regardless of whether it comes from a person or an automated system.
His vision points toward a hybrid model, where human creativity is enhanced by artificial intelligence’s efficiency—forcing digital creators to reinvent themselves and integrate new technological tools into their creative process.
In this sense, OpenAI has spearheaded the development of Sora, an application that generates short videos from written descriptions using the company’s most advanced video model to date.
This tool demonstrates how automation can become a partner of human talent, expanding expressive possibilities and surpassing the limits of traditional audiovisual production.
Despite his advocacy for automation, Altman emphasized the importance of preserving the human dimension in creative work. He explained that while audiences prioritize quality, they also value a personal connection with the author—even when the work has been produced with the help of AI.
“You just want great content. But you also want some human connection with it,” the OpenAI executive stated on TBPN.
He compared this need to readers’ interest in learning the story behind a book that moved them—proof that the human element will remain essential in the age of AI.
The impact of artificial intelligence extends far beyond content creation. In an interview with The Tucker Carlson Show, Altman identified the customer service industry as the first sector likely to be fully replaced by automated systems.
According to his statements, current AI systems already outperform human workers in both speed and efficiency—signaling an imminent transformation in the field. “I’m sure those people will lose their jobs, and AI will do it better,” he said, referring to workers who handle phone or online customer inquiries.
Altman’s forecast is supported by recent research. Reports from Randstad Research and Accenture reveal that 56% of users prefer conversational AI for quick answers, while only 25% favor human interaction.
Faced with this scenario, the OpenAI CEO stressed that the arrival of artificial intelligence should not be seen as a catastrophe, but rather as a transition toward new kinds of work.
