Alessandro La Rosa of CreationDose 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 mainstream influencers – and the subsequent monetization of the platform – has made the ‘creator economy’ the most booming market of the last decade.
In fact, a 2023 Goldman Sachs report predicted that the creative economy could be worth an estimated $480bn by 2027.
As the creator economy continues to grow, one company is working on using artificial intelligence (AI) to help content and product creators manage engagement 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 life cycle of collaboration between influencers and brands, helping in tasks such as content production and marketing campaigns.
“I’ve always been very interested in communication and the way people express themselves through the media,” said founder and CEO Alessandro La Rosa. “When I saw that creators were redefining the language of products, I decided to create a platform that would put them at the center.
“That’s how Vidoser was born – with the aim of bringing technology, creativity and new generations together.”
Risk and trust
‘Be sure that your desire is always greater than your fear.’
According to La Rosa, this is the best piece of advice he has ever received, as it pushed him to “never give up in the face of danger, believe in my projects and build something tangible even when the circumstances seem impossible”.
La Rosa took this advice to heart when he founded CreationDose in 2018 and launched Vidoser in 2019, which he described as the biggest risks he had ever taken, as at that time, speaking of the creator economy “it still felt almost the same”.
“We started with a small team and a big vision in an area where the startup ecosystem was not developed yet,” he says. “Today, I can say that it was the biggest – and most rewarding – risk of my life.”
As CreationDose’s CEO, La Rosa leads the company’s strategy, guiding product development, revenue growth and collaboration, focusing on defining the company’s long-term trajectory, ensuring that technological innovation remains at the heart of its culture, and aligning all business units to common goals.
As a business leader, La Rosa says he believes in providing trust and commitment to his team.
“I try to create an environment where people feel part of the vision and can express themselves freely. I focus more on results than hours worked, I encourage a culture of listening and continuous growth. When people understand that their contribution has a real impact, they give their best.”
Limited automation
The advent of advanced AI technology has caused concern in many industries – especially creative industries such as art and entertainment.
Following the rise of productive AI, pioneered by OpenAI’s ChatGPT, professionals from the creative industries – from film, TV and books to music and video games – have expressed concern about technology entering their fields and working without restraint.
La Rosa recognizes the concerns creators may have about technology, and stresses that a balance is needed between automation and the human being.
“It’s natural for people to feel apprehensive about AI, especially in creative fields where self-awareness is very beneficial,” he said.
“AI should be used as a creative partner, not a replacement. It can help improve quality, analyze the creator’s performance, suggest improvements, review content or speed up editing – but the final decisions should always be in human hands.
“Transparency in the use of AI, data protection and respect for the intellectual property of creators are important principles.”
La Rosa says the speed at which the creative economy is developing means that one of the biggest challenges is maintaining that balance between automation and humanity.
“On the one hand, artificial intelligence allows us to scale and increase the production of content; on the other hand, it is important to preserve the authenticity of the creators and support the people who run the industry,” he said.
“The main benefits are the ability to analyze millions of data points, predict trends and optimize campaigns in real time. The downside is the risk of losing authenticity if everything is 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 always be deeply personal.
“I believe that AI represents an incredible opportunity to free up time, improve productivity and make accessible tools that were previously only available to the few,” he said. “The difference will always depend on how it is used: as a feature that enhances human intelligence, not as a substitute for it.”
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