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Welfare Implications of Democratization in Content Creation: Generative AI and Beyond.

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Τίτλος: Welfare Implications of Democratization in Content Creation: Generative AI and Beyond.
Συγγραφείς: Zou, Tianxin, Shi, Zijun, Wu, Yue
Πηγή: Journal of Marketing Research (JMR); Aug2026, Vol. 63 Issue 4, p607-625, 19p
Θεματικοί όροι: Influencer marketing, Social media in marketing, Generative artificial intelligence, Democratization, Media consumption, Consumer behavior, Well-being
Περίληψη: The rise of content-creation technologies such as generative artificial intelligence (GenAI) has reshaped the way people produce and consume content. These technologies democratize content creation, enabling inexperienced individuals to generate content that rivals the quality produced by professionals. This article adopts a game-theoretic model to study how the democratization of content creation affects welfare. While the content-democratization technology can assist low-quality creators in improving their content quality, it can precipitate a flood of such content in the market and crowd out high-quality content production, leading to welfare losses. An incremental technology development with a small reduction in the quality gap can hurt individual consumers and all creators, leading to a lose-lose market outcome. In contrast, a development with a high reduction in the quality gap benefits individual consumers and all creators, leading to a win-win outcome. Furthermore, when platforms can more effectively screen content and promote high-quality content, welfare rises, but the content-democratization technology is more likely to reduce welfare. The findings help explain the distinct impacts of content democratization in different industries. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Βάση Δεδομένων: Complementary Index
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  Data: Welfare Implications of Democratization in Content Creation: Generative AI and Beyond.
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  Data: <searchLink fieldCode="AR" term="%22Zou%2C+Tianxin%22">Zou, Tianxin</searchLink><br /><searchLink fieldCode="AR" term="%22Shi%2C+Zijun%22">Shi, Zijun</searchLink><br /><searchLink fieldCode="AR" term="%22Wu%2C+Yue%22">Wu, Yue</searchLink>
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  Data: Journal of Marketing Research (JMR); Aug2026, Vol. 63 Issue 4, p607-625, 19p
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  Data: <searchLink fieldCode="DE" term="%22Influencer+marketing%22">Influencer marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media+in+marketing%22">Social media in marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Generative+artificial+intelligence%22">Generative artificial intelligence</searchLink><br /><searchLink fieldCode="DE" term="%22Democratization%22">Democratization</searchLink><br /><searchLink fieldCode="DE" term="%22Media+consumption%22">Media consumption</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Well-being%22">Well-being</searchLink>
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  Data: The rise of content-creation technologies such as generative artificial intelligence (GenAI) has reshaped the way people produce and consume content. These technologies democratize content creation, enabling inexperienced individuals to generate content that rivals the quality produced by professionals. This article adopts a game-theoretic model to study how the democratization of content creation affects welfare. While the content-democratization technology can assist low-quality creators in improving their content quality, it can precipitate a flood of such content in the market and crowd out high-quality content production, leading to welfare losses. An incremental technology development with a small reduction in the quality gap can hurt individual consumers and all creators, leading to a lose-lose market outcome. In contrast, a development with a high reduction in the quality gap benefits individual consumers and all creators, leading to a win-win outcome. Furthermore, when platforms can more effectively screen content and promote high-quality content, welfare rises, but the content-democratization technology is more likely to reduce welfare. The findings help explain the distinct impacts of content democratization in different industries. [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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        Value: 10.1177/00222437261423540
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      – Code: eng
        Text: English
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        PageCount: 19
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      – SubjectFull: Influencer marketing
        Type: general
      – SubjectFull: Social media in marketing
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      – SubjectFull: Generative artificial intelligence
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      – SubjectFull: Democratization
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      – SubjectFull: Media consumption
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      – SubjectFull: Consumer behavior
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      – SubjectFull: Well-being
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      – TitleFull: Welfare Implications of Democratization in Content Creation: Generative AI and Beyond.
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              Text: Aug2026
              Type: published
              Y: 2026
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