As content creation becomes more demanding and competitive, many digital creators are turning to AI not just for inspiration but as a cost-saving tool. Instead of hiring assistants, researchers or social media strategists, they’re letting AI handle those tasks the way one would delegate work to an intern.
According to research by Wondercraft, an AI audio-generation startup, over 80% of creators globally are now using AI tools in their workflow. Some pump out ads using AI to drive volume, but a growing number use the technology more strategically to manage behind-the-scenes work that would normally require paying someone.
Here in Kenya, it’s becoming increasingly common for digital creators, lifestyle influencers, bloggers and even small business owners to use ChatGPT, Jasper, Grammarly, and other AI tools to write captions, plan content, and draft contract terms tasks they would previously outsource to assistants or freelancers. With freelance rates in Nairobi rising and many young creators lacking budgets for a full-time team, AI is becoming the “silent teammate.”
AI as a Creative Assistant and Research Partner
Across the digital space, many video creators and content producers are now using AI tools as virtual assistants — especially for brainstorming, research and script drafting. Instead of hiring a scriptwriter or creative assistant, a growing number of YouTubers and TikTok creators now turn to AI platforms to generate video ideas, outline scripts, check facts and structure their content before production.
In Kenya, this trend is growing quickly. With virtual assistants or part-time content writers charging anywhere between Ksh 25,000 and 60,000 monthly, subscribing to an AI tool like ChatGPT Plus for just about Ksh 3,000 a month feels like a smart, cost-saving alternative for individual creators and small teams. For many, AI has become a silent creative partner always available, always quick, and budget-friendly.
Copy Editing and Polishing Content
Another area where AI is proving valuable is content refinement. Many creators use AI tools like Grammarly, Quillbot, or even ChatGPT to clean up grammar, improve sentence flow, or tailor the tone of their posts especially when writing captions, blog drafts, newsletters or LinkedIn updates. The aim is not to fully generate new content from scratch, but to refine human-written content and make it clearer and more professional.
This has allowed many professionals and online writers to publish confidently without needing to hire a copy editor. That said, some users have expressed concern that excessive polish can sometimes make content appear “too AI-generated,” raising a new dilemma between authenticity and technical perfection. While AI editing increases quality, it also risks making content sound less personal which is something audiences can often pick up on.
AI as a Social Media Analyst
Beyond writing support, AI is being used as a digital strategy advisor. Many creators now input their best-performing social media posts into AI platforms and ask the tool to identify trends such as which days bring the highest engagement, which topics generate the most reactions, or which hashtags have the best reach. AI can also suggest adjustments to posting schedules or new content angles based on past data.
Hiring a professional social media strategist in Nairobi can cost anywhere from Ksh 5,000 to 15,000 per hour. In comparison, using AI tools that cost less than Ksh 3,000 per month provides a very attractive alternative especially for creators who are just starting out or operating on a lean budget. The insights may not be as deep as a human strategist’s, but they offer a solid foundation to help creators grow and better understand their audiences at a fraction of the cost.
What are your thoughts on this? Is AI helping you in any way?