Browsing: creators

There’s a new deliverable on the creator brief: AI visibility. As more people start their shopping journey in AI chatbots, marketers are hoping creators can help put their brand names in front of those shoppers. 

I returned from this year’s Cannes Lions conversations with a familiar feeling, the same one I get at the start of every summer. Something new has the whole industry’s attention. This time it’s creators and AI, and you could barely sit through a panel without hearing that the future belongs to individual voices with a…

Pick creators the way you hire people, not the way you buy ad space. An ad disappears the moment it scrolls past. A creator partnership leaves two things behind that outlast the campaign:

Zoom has a brand awareness problem, but not in the way that you think. The tech company is trying to convince people that it’s an end-to-end, AI-first work platform rather than just a meetings platform, and it’s building an AI visibility strategy with creators to accomplish that. 

The overwhelming majority of people trust recommendations from other people rather than direct brand advertising. In response, businesses are shifting their marketing strategies and reallocating budgets toward user-generated content (UGC). In the first quarter of 2026, UGC conversion rates grew 6.73 times.

China, Aug. 5, 2026 /PRNewswire/ — An increasing number of content creators from around the world are traveling to Yiwu to explore wholesale markets and host livestream shopping sessions, reflecting the city’s growing role in cross-border e-commerce

Brands used to treat creators like media buys, spending ad dollars to rent their audiences. Now, they’re prodding creators to help them shape concepts, influence products and pressure test ideas.