Ep73. Shira Lazar: A.I. & Our Wellbeing

Ep73. A.I. & Our Wellbeing: How Can We Improve the Creator Economy? Shira Lazar, Mental Health Advocate & Founder of ‘What’s Trending’ Weighs In

In a rapidly evolving digital landscape where artificial intelligence increasingly shapes how we create and consume content, understanding the future of the creator economy has never been more crucial.

In this episode, our guest is Shira Lazar, CEO and founder of What’s Trending, and we explore the past, present, and future of content creation in an A.I.-powered world.

Shira revolutionized web-first news in 2011 with What’s Trending, predating the creator economy as we know it today. She recognized the power of digital culture before most, becoming a go-to voice for emerging online communities and viral moments when traditional media wasn’t paying attention. Through advocacy work, her weekly newsletter The Alpha, and speaking engagements on stages like SXSW, VeeCon, and CES, Shira continues to shape how we think about technology’s impact on creators and society.

As an Emmy-nominated digital culture trailblazer, one of Fast Company’s Most Influential Women in Technology, and on Variety’s Women of Impact list, Shira has spent over two decades at the intersection of technology, media, and human connection. Her journey from broadcaster to digital innovator led her to an even more crucial mission — supporting creator wellbeing through co-founding Peace Inside Live, a wellness agency and collective. This work led to launching the Creators 4 Mental Health initiative which is focused on bringing mental health tools to the creator economy through events and community programming.

One question we dive into: Are A.I. creators making money? And do they have the tools to set themselves up for success in their careers? Today, you’ll hear Shira’s unique perspective on the evolution of the creator economy, from the early days of YouTube stars to the current A.I. revolution. She shares invaluable insights on creator sustainability, mental health, and building a more mindful digital future.

Listen in and continue reading to get a pulse on the creator economy and what’s needed so we all thrive, centering wellbeing to unlock our best content we can imagine.

The Evolution of the Creator Economy

The creator economy’s journey from its early days of message boards and “mommy bloggers” to today’s complex ecosystem of platforms and monetization strategies tells a story of constant evolution.

Shira, who witnessed this transformation firsthand, traces the progression from early community platforms through the rise of social media giants.

“For me, the first platform, really, I remember starting out as, like, to connect with people that I was meeting and knew and getting followers was Twitter,” Shira recalls. She describes how each platform emerged with its own unique culture and opportunities, from MySpace’s role in building digital celebrities to YouTube’s transformation of video content creation. A particularly significant moment came with the first VidCon, where Shira witnessed the power of creator-fan connections in real life.

“Seeing their fans lining up IRL…felt like the Beatles a bit, you know, screaming and lining up to take pictures. I was like, ‘Wait, what is going on?’”

Shira Lazar

This experience led her to create the Partners Project, which she describes as “the Inside the Actors Studio for YouTube stars,” marking an early recognition of digital creators as legitimate media figures.

The Monetization Landscape

Today’s creator economy presents both unprecedented opportunities and significant challenges, as Shira explains.

“In the US, there are 27 million paid creators, which is 14% of the population between the ages of 16 and 54… 10% of influencers can earn $100,000 or more per year. 26% make $1,000 or less.”

Shira Lazar

These statistics highlight the stark reality of the creator economy — while some creators achieve substantial success, many struggle to generate significant income from their content. This disparity underscores the need for more sustainable revenue models and support systems within the ecosystem.

When it comes to platform monetization, YouTube remains the gold standard for consistent creator revenue, though even this model has its limitations. “The only platform that consistently does that, that’s not including a bonus structure… really, YouTube is still the only place,” Shira notes, pointing out that other platforms’ bonus programs, while helpful, don’t provide the same stability.

The landscape has evolved to include multiple revenue streams, from brand partnerships to subscription models and digital products. Shira emphasizes that creators often provide exceptional value to brands, offering both content creation and distribution through their platforms — services that would traditionally cost significantly more through traditional advertising channels.

“In order to get $5,000 off of video on any of these platforms, how many views do you need to get? But you get $5,000 [to make a sponsored video] and that pays for your time to create the video, plus, you know, basically, them renting your platform to advertise on,” she explains, highlighting both the opportunities and challenges of brand partnerships.

Mental Health: The Hidden Cost of Creation

Perhaps one of the most pressing yet overlooked aspects of the creator economy is the toll it takes on mental health. Through her work with Peace Inside Live and Creators 4 Mental Health, Shira advocates for better support systems and resources for creators.

“We did a proof of concept event in LA in June called Creators 4 Mental Health, had some sponsorships, and then we did one in October, we did one with Shopify,” Shira shares, describing her efforts to bring mental wellness tools to the creator economy. Her vision extends beyond individual support to systemic change, particularly considering how the creator economy is set to grow.

“60% of [the next generation] want to be influencers and creators.”

Shira Lazar

The conversation takes an especially poignant turn when discussing the intersection of A.I., loneliness, and mental health. Both Helen and Shira express concern about the rapid deployment of A.I. companions without proper safeguards.

“These products are just being released so recklessly,” Helen notes, with Shira adding that developers must think “holistically about this, not just about the tech experience, the product experience, but the human experience.”

A.I.’s Role in Shaping the Future

While acknowledging the risks, Shira sees tremendous potential in A.I. to enhance creator capabilities and accessibility. She envisions A.I. as a creative assistant that could help streamline workflow and enhance productivity while maintaining authenticity.

“What if I had…an A.I. that was like, ‘Okay, here’s what I want you to shoot today. Here’s what I want you to do.’ Of course, I have input in that, and I can tweak it, but it becomes…a baseline for me to work from.”

This vision of A.I. as a supportive tool rather than a replacement for human creativity aligns with Shira’s emphasis on the importance of authentic connection in digital spaces:

“This is why you unfollow people that give you bad vibes or that are bringing you down…that is energy. You don’t need to be around someone in person at an event, dinner, this or that, to get them to suck your energy.”

Shira Lazar

Building a More Sustainable Future

Looking ahead, Shira emphasizes the need for a more holistic approach to creator support, including better infrastructure for health insurance, mental health resources, and professional development. She sees the creator economy as a new class of small business, requiring diverse revenue streams and support systems to thrive.

“We’re each a small business, so we’re a new class of small business…If you had one part of your business that was making a bulk of the money, if you were smart, you would say, ‘Okay, that’s great. But hey, if this dries up, I’m going to be screwed.’”

Shira Lazar

The Role of Inclusive Technology

A crucial aspect of the future creator economy, Shira argues, is ensuring technology serves all creators, including those with disabilities or limited access to traditional resources.

“As folks who are privileged…we forget how much these tools help…those in the disability community, those who might not have certain access that we have.”

Shira Lazar

This perspective highlights the importance of developing A.I. and other creative tools with accessibility and inclusion in mind from the start, rather than as an afterthought.

Looking Ahead: A More Sustainable Creator Economy

As the conversation draws to a close, Shira shares her vision for a future where creators can focus on quality over quantity, supported by technology that enhances rather than replaces human creativity. Her parting wisdom encapsulates the heart of thriving in the creator economy.

“It starts with you, and it ends with you. So work on you.”

Shira Lazar

This powerful reminder serves as both a call to action and a note of hope. As we navigate the evolving landscape of digital creation, maintaining our personal well-being and authentic voice becomes more crucial than ever.

The future of the creator economy depends not just on technological advancements, but on our ability to use these tools in service of genuine human connection and expression.

Through this thoughtful conversation, Helen and Shira illuminate the complex interplay between technology, creativity, and human wellbeing that will shape the future of digital content creation.

As we move forward into an increasingly A.I.-powered world, their insights offer valuable guidance for creators seeking to navigate this evolving landscape while maintaining their authenticity and protecting their mental health.

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Thank you, Shira, for joining us on this special episode of Creativity Squared.

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