Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Brands ignoring the $15 trillion 50-plus consumer segment are leaving money on the table. Here’s how to build discovery workflows and creator rosters that actually reach them.
Platform consolidation and AI automation are forcing brands to rethink AOR agreements, in-house buildout, and agency specialization before their current model becomes a liability.
McKinsey data shows fully-implemented AI firms are twice as likely to gain market share. Here’s how to sequence brand content and creator strategy against your AI maturity level.
BoF-Shopify data shows AI-referred shoppers convert 50% better and spend 14% more. Here’s what that means for your GEO investment priorities.
77% of US consumers now use ChatGPT as a search engine. Here’s how to structure creator content so your brand gets recommended before traditional browsing begins.
The creator economy’s $250B valuation is reshaping how brands build rosters, negotiate exclusivity, and price long-term partnerships. Here’s what that means for your budget strategy.
TikTok’s embedded insurance for Shop merchants reshapes brand risk management, vendor liability, and platform dependency strategy in ways most marketing teams haven’t fully mapped yet.
Q2 brand-creator campaigns from Benihana, Weight Watchers, and Mango reveal the brief structures and talent logic that turn paid posts into organic amplification engines.
Platform consolidation, VC pullback, and subscription purges are reshaping which creator tiers deliver ROI. Here’s how to rebuild your brand roster for what’s next.
31% of AI-search users now turn to ChatGPT first. Here’s how brands should reweight creator content investment to win non-traditional discovery.