CreationDose’s Alessandro La Rosa discusses AI and the creator economy, and why a balance between automation and humanity is needed to preserve authenticity.
The rise of social media and influencers into the mainstream – and the subsequent monetisation that eventually emerged out of the field – has made the ‘creator economy’ an extremely buoyant market in the last decade.
In fact, a Goldman Sachs report from 2023 predicted that the creator economy could be worth as much as $480bn by 2027.
As the creator economy continues to grow, one company is working on using artificial intelligence (AI) to help content creators and brands manage collaboration strategies and campaigns.
CreationDose, a media-tech company based in Sicily, Italy, has developed an AI-powered platform called Vidoser, which aims to help manage the collaboration life cycle between influencers and brands, assisting in tasks such as content production and marketing campaigns.
“I’ve always had a deep passion for communication and for the ways people express themselves through the media,” says founder and CEO Alessandro La Rosa. “When I realised that creators were redefining the language of brands, I decided to build a platform that put them at the centre.
“That’s how Vidoser was born – with the mission to unite technology, creativity and new generations.”
Risk and trust
‘Make sure your ambition is always greater than your fears.’
According to La Rosa, this is the best piece of career advice he has ever received, as it pushed him to “never stop in front of risk, to believe in my projects and to build something concrete even when conditions seemed impossible”.
La Rosa held this advice to heart when founding CreationDose in 2018 and launching Vidoser in 2019, which he describes as the biggest risks he has ever taken, as at the time, talking about the creator economy “still sounded almost utopian”.
“We started with a small team and a big vision in an environment where the start-up ecosystem was still underdeveloped,” he says. “Today, I can say it was the biggest – and most rewarding – risk of my life.”
As CreationDose’s CEO, La Rosa leads the company’s strategic direction, overseeing product development, revenue growth and partnerships, with his main focus being defining the company’s long-term trajectory, ensuring technological innovation remains at the core of its culture, and aligning all business units toward common objectives.
As a business leader, La Rosa says he believes in giving trust and responsibility to his team.
“I try to build an environment where people feel part of the vision and can express themselves freely. I focus more on results than on hours worked, promoting a culture of listening and continuous growth. When people understand that their contribution has real impact, they give their best.”
Balanced automation
The advent of advanced AI technology has sparked concern in multiple industries – especially creative industries such as art and entertainment.
In the aftermath of the rise of generative AI, kicked off by OpenAI’s ChatGPT, professionals from creative industries – ranging from film, TV and literature to music and video games – have voiced worry about the technology encroaching on their sectors and work without restraint.
La Rosa recognises the concern that creatives may have about the technology, and emphasises that a balance is needed between automation and the human in the process.
“It’s natural that people feel apprehensive about AI, especially in creative fields where personal identity carries great value,” he says.
“AI should be used as a creative partner, not a replacement. It can help improve quality, analyse creator performance, suggest optimisations, review content or speed up editing – but the final decisions should always remain in human hands.
“Transparency in the use of AI, data protection and respect for the intellectual property of creators are essential principles.”
La Rosa says that the speed at which the creator economy is evolving means that one of the biggest challenges is maintaining that balance between automation and humanity.
“On one hand, artificial intelligence allows us to scale and optimise content production; on the other, it’s essential to preserve the authenticity of creators and support the people behind this industry,” he says.
“The main advantages are the ability to analyse millions of data points, predict trends and optimise campaigns in real time. The downside is the risk of losing authenticity if everything becomes too automated.”
La Rosa believes that the right balance comes from combining AI with human sensitivity. “Data can guide decisions, but the relationship between brand and creator must remain deeply human.
“I believe AI represents an extraordinary opportunity to free up time, enhance productivity and make tools accessible that were once available only to a few,” he says. “The difference will always depend on how it’s used: as a lever to elevate human ingenuity, not to replace it.”
Don’t miss out on the knowledge you need to succeed. Sign up for the Daily Brief, Silicon Republic’s digest of need-to-know sci-tech news.