Abstract
With the acceleration of artificial intelligence generated content (AIGC) technology into the fields of brand planning, advertising creativity, visual design and content communication, the production mode and collaboration relationship of brand co-creation have changed significantly. Creative workers no longer only undertake content production and program implementation, but gradually participate in brand value planning, user insight and creative decision-making. Their professional identity has also changed from traditional independent creators to intelligent COLLABORATORS and value planners. Technology empowerment has expanded the creative production space, but it has also brought problems such as the weakening of creative subjectivity, the blurring of the boundaries of professional ability, and the conflict of multiple subject values, which makes creative workers face new pressure of professional identity. Based on this, the article analyses from three levels and puts forward strategies such as strengthening the awareness of the creative subject, expanding the structure of composite ability, improving the human-computer collaboration mechanism, and participating in the co-creation of brand value, in order to promote creative workers to adapt to the production environment of the AIGC era and realise the effectiveness between personal creative ability and the long-term value of the brand. Connect.