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For the past two years, the world has been captivated by the oracular power of Large Language Models (LLMs). We ask ChatGPT to write code, analyze poetry, or draft emails. Yet, a persistent friction remains: the “copy-paste gap.” The AI can generate brilliant output, but the human still has to take that output, navigate to […]

For over a decade, influencer marketing has been dominated by reach. Follower counts, engagement rates, and audience demographics were the primary currencies brands used to evaluate value. But in the last two years, a quiet shift has been taking place. The creator economy is rewriting itself with the emergence of user-generated content (UGC) creators.  UGC

Most brands don’t struggle to start creator programmes. They struggle to scale them. The first few creator partnerships often look promising. Early content performs well, internal excitement builds, and creator marketing starts to feel like a dependable growth lever. But somewhere between the fifth and fiftieth creator, momentum slows. Output becomes inconsistent. Results plateau. Teams

For much of influencer marketing’s history, follower count has been treated as a proxy for value. It was visible, easy to compare, and convenient for justifying spend. Larger numbers suggested greater reach, stronger influence, and higher impact. But as the creator economy has matured, this assumption has quietly broken down. Today, follower count tells us

In the world of AI, automation, and productivity tools, credibility is everything. These are products that sit close to users’ data, workflows, habits, and decision-making. Yet, many B2C AI brands continue to rely on highly polished, brand-led content to build trust. This may look like slick product videos, studio-shot demos, tightly scripted testimonials, and pristine

It’s not rocket science, but it helps when you have a partner to launch and scale with you.