Artificial intelligence is increasingly influencing content creation on major online platforms. Substack, a popular newsletter service with over 35 million subscribers, has seen its leading authors incorporating AI tools into their writing processes. This shift reflects broader trends in digital content production and raises important questions about authenticity and the role of AI in creative work.
In recent years, the use of AI in content creation has surged. Earlier research identified that over 40 percent of Medium posts and 5 percent of new Wikipedia pages were likely AI-generated. Compared to these findings, the current analysis reveals that Substack is also embracing AI, indicating a widespread adoption across various content platforms.
How are Substack authors utilizing AI?
Substack’s top writers are leveraging AI tools like OpenAI’s ChatGPT and Claude to enhance their newsletters. David Skilling, CEO of Freedom Sport and author of a soccer-focused Substack newsletter, uses AI for research and editing. “I see A.I. as a support tool rather than a creator,” Skilling told Observer, highlighting AI’s role in assisting his writing process.
What types of content benefit from AI assistance?
AI assistance is particularly beneficial for newsletters covering sports, financial advice, and business topics. Josh Belanger, who runs the Belanger Trading newsletter with 352,000 subscribers, employs AI to expedite research and infuse his writing with personality. “It helps with just getting a lot more stuff done faster,” he explained, showcasing the efficiency AI brings to his work.
What is Substack’s stance on AI-generated content?
Substack does not ban AI-generated content but monitors for spam and bot activities. “
We don’t proactively monitor or remove content solely based on its A.I. origins, as there are numerous valid, constructive applications for assisted content creation.
” This policy allows authors flexibility in using AI while maintaining content quality through existing spam detection mechanisms.
GPTZero’s recent report analyzed the 100 most popular Substack newsletters, finding that 10 percent of top authors use detectable AI. Among these, 7 percent rely heavily on AI for more than one in every ten posts. These findings demonstrate that reputable writers with large subscriber bases are incorporating AI to enhance their content, particularly in specialized fields like sports and finance.
The integration of AI in content creation continues to evolve, offering both benefits and challenges. For readers, it emphasizes the importance of transparency in understanding how content is produced. Content creators and platforms like Substack must navigate the balance between leveraging AI for efficiency and maintaining trust with their audiences. As AI technology advances, ongoing dialogue about its role in creative industries will be essential to ensure ethical and effective use.
