At Cannes Lions 2023, attendees discussed the proliferation and uses of generative AI. However, creator Christina Najjar (aka Tinx), had a different opinion. She declared she had no interest in artificial intelligence and instead focused on its potential effects on humanity. She has been running an influencer brand for three years and has a successful merch deal, podcast, and brand deals on TikTok and Instagram.
When asked about AI, Tinx expressed her disinterest in the technology. She believes AI should be used to solve global issues rather than eliminate creative jobs. She also mentioned she would rather speak to a person than use ChatGPT or similar tools.
When creating content, Tinx considers the audience and format of each platform. She creates content on audio for deeper exploration, while on TikTok and Instagram her goal is to entertain. Tinx claims she never over-engineers her brand, instead creating whatever she feels like. She also chooses to work with advertisers she personally loves and enjoys.
As the conversation at Cannes Lions 2023 showed, Tinx’s opinion on AI is not shared by everyone. Yet, her approach to content creation and deciding which advertisers to work with demonstrate her successful influencer brand.
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