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As attendees at Cannes Lions 2023 sit around and discuss what form generative AI will and should take, creator Christina Najjar (better known as her nickname Tinx) has what seems like a hot take: she wants no part of artificial intelligence.

I dont like AI at all. AI will probably end humanity, and well be lucky if it doesnt. Im more focused on that than sort of some of the more immediate implications, Najjar said. I know some creators are working with AI already. I dont want to overly automate any aspect of my process right now.

Najjar has been working on investing in her influencer brand for three years and has grown it to include a merch deal under her Rich Mom series, hosting an ongoing podcast with SiriusXM and securing brand deals for her accounts, particularly across TikTok and Instagram.

This interview has been condensed and edited for clarity and length.

I cant think of where I would want to use AI instead of bouncing an idea off of a person or just going through the normal way. If that makes me old-fashioned, then so be it. Im not really interested in AI. AI should be used to find cures to diseases and solve global warming. I really dont think that we need to be eliminating any jobs in the creative space.

That just doesnt interest me. Even if it makes it more efficient, I would just rather speak to a person. Theres really no space for it in my world as of yet.

Audio is very intimate. Its very intimate to be in someones ear. Theres something very intimate about it because someone is usually doing something in private while they listen. So you really do have their attention more than, say, if theyre sitting in front of the TV and scrolling through TikTok mindlessly, or theyre on Instagram in between classes, like they might catch something, they might not.

With audio, I really have a chance to flesh out some of my bigger ideas and really connect with my community on them. And they go there with me. Im so lucky that they do. But thats kind of where I go deep. So whenever I have something, not necessarily more serious, but something that I just want to explore more than a 30-second Instagram story, Ill go to audio.

I think about format a lot. Why do I go to TikTok versus why do I listen to a podcast? I wanna be informed. Of course, I wanna be entertained, but I really want to walk away with something. Whereas TikTok, I want to just be entertained. Instagram, maybe I want some escapism. So I really try to think about why people are going to a certain platform or media, and then delivering the content in that way.

Ive always just created what I felt like I should create. Thats probably one of the reasons that I have found success. Trying to over-engineer a brand is so transparent and you can see when people are trying to do it really turns me off. So I just have never thought of it that way.

I work with mostly brands and products that I genuinely love and its very easy for me to talk about things that I love. Weve been very lucky in that sense.

https://digiday.com/?p=508109

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Why Tinx thinks AI will 'end humanity' and refuses to use it in content ... - Digiday