Kevin O’Leary used to believe engineering was one of the smartest career choices a person could make. Now, the Shark Tank investor says creative professionals could be among the biggest beneficiaries of artificial intelligence (AI).
He argues that companies are increasingly willing to pay for storytelling, photography, and video skills, particularly when those skills help attract customers. And while some people might use those talents to make extra money on the side, O’Leary claims creators working with multiple businesses could earn as much as $400,000.
Kevin O’Leary says creative careers are becoming more valuable
O’Leary explained his change of heart in an October post on X. “I used to say just a few years ago, the only education you should get is engineering, engineering, and engineering. I don’t believe that anymore.”
He explained that storytelling, photography, video editing, and content creation are “changing the landscape for both large and small businesses by acquiring customers.”
AI skills could increase your earning power too
And with AI becoming increasingly common in the workplace, O’Leary believes demand for these creative skills could grow even further.
“That’s the opportunity for photographers, videographers, creators, storytellers and editors,” he said. “It’s amazing what’s happening to just the arts. They are in demand. And AI’s even accelerating it more.”
And there’s some evidence that developing AI skills could pay off financially, too. PwC’s 2026 Global AI Jobs Barometer found that jobs requiring AI skills grew 69%, compared with 9% growth across the overall job market. Workers with AI skills also commanded an average 62% wage premium compared with people in comparable roles that didn’t require those skills.
Those findings aren’t specific to creative careers, but they suggest that learning to use AI alongside your existing skills could improve your earning prospects.
Why businesses are paying more for creative talent
In particular, O’Leary singled out photographers who can shoot products, create social media content, and understand platforms such as Instagram and TikTok. “They’ve actually become very expensive,” he said, suggesting that businesses are increasingly willing to pay a premium for that combination of skills.
That combination of creative and social media expertise can make a photographer particularly valuable to businesses trying to attract customers, and O’Leary believes the potential earnings reflect that demand.
O’Leary says some creators could earn $400,000
Perhaps his most surprising claim concerns how much experienced creative professionals can earn. “It’s not a $48,000 career anymore, it’s more like a $400,000 career,” O’Leary said.
But he wasn’t describing someone simply taking photographs or editing videos. He says highly paid creators are “showing them how to reduce their customer acquisition cost and increase their return on ad spend.”
Companies are willing to pay more for creative work that delivers measurable business results. So, if you can show that your videos, photographs, or social media campaigns bring in paying customers, you may be in a stronger position to negotiate higher rates.
The $400,000 figure isn’t a typical salary
Before quitting your job to become a content creator, it’s worth putting O’Leary’s claim into perspective.
The latest Bureau of Labor Statistics figures show that film and video editors earned a median annual wage of $75,420 in May 2025, while camera operators earned $74,990. By comparison, marketing managers earned a median of $166,790, illustrating the higher compensation available in some business-focused roles.
But these figures are well below $400,000, and O’Leary hasn’t provided evidence that such earnings are widespread.
His example also involves contracts with multiple companies, rather than a traditional salary with benefits. Freelancers must cover business expenses, taxes, and periods without work, meaning $400,000 in contract revenue wouldn’t necessarily translate into $400,000 in take-home pay.
Understanding social platforms could make you more valuable
The bigger opportunity O’Leary identifies involves knowing more than how to operate a camera or edit a video.
When discussing how companies evaluate creators, he said they ask, “Do you understand the difference between the algorithms on Instagram, TikTok, LinkedIn, and X?” His point is that companies increasingly want creators who understand not just how to make content, but how to make the right content for each platform. “This is a brand new phenomenon in America because of social media,” he added.
That platform knowledge matters because a TikTok video aimed at consumers may need a very different approach from a LinkedIn post targeting business executives.
If you’re working in a creative field, understanding these platforms alongside customer acquisition and advertising returns could help you offer more valuable services and potentially command higher rates.
Bottom line
Kevin O’Leary believes AI and social media are making certain creative skills increasingly valuable, particularly for workers who can help businesses attract customers and improve advertising results.
If you’re hoping to make extra money and find an online side hustle, developing skills beyond content creation could be worth your time. Learning how to use AI, understand social media performance, and demonstrate results for businesses may help you stand out when applying for jobs or negotiating freelance rates.