TheSoul Publishing COO: AI is the future of content creation

At the Digital Agenda Summit 2024, Aleksandra Sulimko, the Chief Operating Officer of TheSoul Publishing, shared some exciting insights on how technology is changing the way we create content. TheSoul Publishing, based in Limassol, Cyprus, is behind some of the world’s most popular online channels like 5-Minute Crafts, Bright Side, and 123 GO!, which entertain millions of people around the world with fun and creative videos.

Sulimko explained how artificial intelligence (AI) is becoming a key tool in making content creation easier and faster. By taking care of repetitive tasks, like sorting data or editing videos, AI allows creators to focus on the fun and important parts—like coming up with new ideas and telling stories that connect with people.

"AI can handle the boring stuff, so creators have more time for inspiration and creativity," Sulimko said. She was clear that AI isn’t about replacing human creators, but rather helping them do what they do best—create content that’s original and emotional, things that machines can’t replicate.

She also talked about how new technologies, like augmented reality (AR) and virtual reality (VR), are going to change how we experience content in the future. As our devices evolve, content creators will have to keep up with these changes, staying flexible and finding new ways to engage audiences.

“The real challenge is remaining entertaining while adapting to new technology,” she said. With AI helping out with the technical stuff, creators can spend more time focusing on being unique and connecting with their audience on a deeper level.

TheSoul Publishing, which creates content in 21 languages, continues to lead the way in digital content. Channels like 5-Minute Crafts are among the top YouTube channels, pulling in millions of views. Sulimko said that AI is helping the company grow and improve the way they make and share content.

Her main message was simple: AI is here to help, not replace creators. It’s a tool that can open up new opportunities, making it easier for creators to focus on what really matters—being creative and making content that people love.