Tag: creators
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The Creative Majority Is Here, Relocating Agency Value
Nearly one in four people globally now participate in the creative economy. AI has made production near-universal. Platforms have flattened distribution. SXSW continues to pull together the group that reflects that shift—creators, brand operators, AI researchers, neuroscientists, agency leaders—all in the same rooms, working through what creative value looks like when high-quality production is no…
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The Rise of AI Influencers: Meet Bruce Ryder
AI-generated surfer Bruce Ryder is gaining attention in a retro-inspired short film, showcasing advancements in virtual influencer technology. Created by Emma Barbato, Bruce embodies a lifelike character thanks to tools like Kling and Midjourney. The phenomenon raises questions about the future of AI influencers and their impact on human connections and influencer markets.
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How Prime Video is Using Robotic Billboards to Boost The Pickup
Prime Video and Omnicom aren’t just promoting their new heist comedy The Pickup with the usual digital banners or billboards. Instead, they’re driving brand storytelling—quite literally—through the streets of Los Angeles via a fleet of Prime Video-branded robocouriers. With the help of Coco Robotics, the autonomous delivery bots have been transformed into talking, movie-themed rolling…
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Soap Gets an AI Glow-Up
Unilever went viral with a cookie-scented Dove body care line after deploying a hybrid strategy of AI-powered content creation and a massive influencer push. With plans to scale its influencer roster by up to 20x, Unilever is using AI to generate thousands of branded assets each week—versus the trickle it used to produce monthly. That…
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How Unilever and IPG Studios are Reinventing Creative Production with AI
Unilever is swapping storyboards and long lead times for something a little more real-time. The CPG juggernaut just launched Sketch Pro, an in-house design hub built to crank out social-first creative at triple the current speed. Partnering with IPG Studios, Unilever is tapping into generative AI tools like Adobe Firefly and Google’s Veo 3 to…
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Is Trust in Influencers Waning?
Turns out, consumers trust traditional ads more than influencer endorsements. A new survey of 3,700 U.S. adults by the National Advertising Division (NAD) found that while 58% have made purchases based on influencer content, more than a quarter said they don’t trust influencer marketing at all—compared to just 11% who distrust advertising. The main issue?…
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Hammering Home Influence: Lowe’s Courts Gen Z with MrBeast and 17K Creators
Lowe’s is swinging for a younger demographic with the launch of its Creator Network—an ambitious swipe at social-era brand building that’s already netted over 17,000 creators in its beta phase. At the center is MrBeast, who’s not only curated a storefront on Lowes.com but enlisted the brand as the exclusive builder for season two of…
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How the NFL is Using Creators to Go Global
The NFL isn’t just relying on traditional broadcasts to expand its international Super Bowl audience—it’s bringing in digital creators to do the heavy lifting. With viewership growth outside the U.S. as a top priority, the league has tapped influencers from countries like Germany, Mexico, and the U.K. to create localized content tailored for international fans.…