Recognizing that digital content creators play an increasingly influential role in shaping today’s online information ecosystem, UNESCO, in partnership with Google, developed the Super Creators Toolkit. This practical guide to informed and ethical use of AI is grounded in media and information literacy (MIL) principles. The workshop in São Paulo, held with the support of Google and YouTube, in partnership with Redes Cordiais, was the first test of the draft Toolkit by content creators ahead of its launch later this year.
MIL is a set of competencies that empowers people to critically access, evaluate, create and engage with information and media in ways that are informed, ethical and meaningful. For digital content creators, these skills are increasingly essential in an AI-driven information environment.
In an extensive discussion, content creators explained how they use AI tools for ideation, research, scriptwriting, translation, editing, as well as the generation of images, audio and video. Participants agreed that, while AI can expand creative possibilities and streamline production processes, it also brings new challenges and issues. The information produced by AI is not always accurate with the sources not always transparent. In addition, AI can have embedded biases. In an environment where AI can generate convincing text, images, audio and video at scale, creators need the skills to assess the accuracy of information, understand how AI systems produce outputs, identify potential biases, verify sources and maintain transparency with their audiences.
Participants' experience ranged from creators who had never used AI tools to people who systematically incorporate such tools in their workflows. They recognized the usefulness of AI at certain stages of production as well as its drawbacks.
I always approach Artificial Intelligence by thinking how it can help the editors and illustrators I work with to make their work more efficient. I never think about how it might replace them because, in my opinion, there is no way to replace people.
Felipe CastanhariContent creator (IG: @fecastanhari)
A central piece of the toolkit is the SIFT method – an English-language acronym referring to the four steps to take before publishing content. It stands for Stop. Investigate the Source. Find Better Coverage. Trace Claims to their Original Context. Anchored in MIL, this method offers a practical, proven framework that can serve as a powerful guide for both producers and consumers of content.
Responsibility of content creators to share reliable and fact-checked material was also highlighted during the workshop. Social media audience metrics are only indicators and should not determine what to post. Creators should be the ones who decide what type of content would better serve their audience.
The meeting brought together several dimensions: technical information such as the SIFT method and media and information literacy provided by UNESCO, but also a human experience of engaging with other people.
Rosana HermannContent creator (IG: @rosana)
The workshop took place within a context of growing concern about AI-generated content, which circulates widely across social media platforms, news feeds and messaging apps. Disinformation makes it increasingly difficult for people to assess the authenticity of content, identify its sources and make informed judgements about its reliability. Media and information literacy has, therefore, become increasingly important. By equipping people with the competencies to critically engage with digital content and understand emerging technologies, MIL contributes to stronger information integrity and more resilient digital societies.
Information integrity faces growing pressure as the accuracy and credibility of public discourse declines. Content creators sit at the center of this crisis, acting as both a primary challenge and the potential solution to building a reliable information ecosystem. Leveraging their influence over millions of followers, these digital voices are uniquely positioned to champion media and information literacy, advocate for ethical AI use, and cultivate informed online communities.
Source: https://www.unesco.org/en/articles/unesco-and-google-partner-empower-brazilian-content-creators
