- Duration: 2026 – 2029
- Project lead: Dr. Vanessa Richter
Project Overview
Social media platforms and the creator economy have become highly influential in the dissemination of information and in politics. The current use of generative AI, coupled with political developments in the U.S., will significantly alter the dynamics of this sector. It is therefore important to understand the far-reaching implications of platform companies’ use of generative AI on the creator economy—and, by extension, on public discourse—as platforms are thereby reshaping popular communication and culture beyond the creator economy. Consequently, my ZF-funded research project examines the effects of GenAI on platform governance and the working conditions of marginalized digital creators, with a particular focus on people with disabilities and those living with chronic illnesses. The rollback of diversity, equity, and inclusion (DEI) practices and policies by major platform companies and the shifting sociopolitical landscape represent a critical moment, not only in terms of public representation and inclusion but also in terms of labor policy, as these changes disproportionately affect creatives from historically marginalized communities.
Since the creative industry is often among the first to be affected by technological innovations, developments in the creator economy can be viewed as an indicator of broader labor market trends and policy adjustments. Therefore, this study aims to shed light on the increasing precariousness of creative work on social media platforms such as YouTube, Instagram, and TikTok by analyzing the role of GenAI in the moderation, distribution, and monetization of content. Ultimately, this study will contribute to media and labor research by offering empirical insights into the evolving creator economy and providing policy recommendations to improve digital inclusion and equitable working conditions beyond the creator economy.