The Impact of TikTok and AI on Personal Branding and Self-Monetization Among Generation Z in the Digital Creator Economy
Keywords:
TikTok, Artificial Intelligence, Generation Z, Personal Branding, Creator EconomyAbstract
The rapid development of digital technology in recent decades has transformed social interaction, economic activity, and identity formation, giving rise to the digital creator economy. This study explores the impact of TikTok and artificial intelligence (AI) technology on personal branding and self-monetization strategies among Generation Z in Indonesia. Using a descriptive qualitative approach, data were collected through online interviews with three purposively selected TikTok content creators who consistently produce content and engage in monetization activities. Thematic analysis revealed that TikTok serves as a primary platform for building authentic digital identities, fostering creativity, and enabling economic opportunities through brand collaborations, live streaming, and community engagement. AI tools such as ChatGPT and Canva were found to enhance content creation efficiency, from generating ideas and captions to producing visual materials, though human creativity and trend awareness remain essential. Respondents perceived the content creator profession as a viable long-term career, reflecting a paradigm shift in work values from stability toward flexibility and self-expression. The findings highlight the synergy between technology and human creativity in shaping new forms of work, identity, and economic participation in the digital era.
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