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.
AI discovery tools are compressing mid-tier creator rates while niche experts gain pricing power. Here’s how brand strategists should reposition their creator budgets now.
AI is reshaping the CMO role faster than most brand teams are prepared for. Here’s what agentic tool proliferation and the skills gap mean for marketing leadership architecture.
AI-powered creator programs at scale risk destroying the authenticity signals that drive algorithmic reach and audience trust. Here’s how brands can automate without losing what works.
Upfront payment standards and revision cycle caps are stabilizing creator income, cutting production friction, and driving measurable content quality gains for brands operating at scale.
Forrester’s data shows 94% of B2B buyers use generative AI in purchasing. Here’s how to structure creator content so AI surfaces your brand during research.
Shell, SAP, and Prudential’s shared-learning model at ANA Masters reveals how CMOs should structure internal generative AI pilots to close the enterprise confidence gap.
As creator networks, AI platforms, and collective studios become the primary partnership layer, brands must rebuild their contractual, attribution, and operational infrastructure now.
Finance leaders now demand CPA and sales lift data before approving creator budgets. Here’s how brand procurement teams should redesign compensation, KPIs, and reporting to deliver it.
Holding companies are growing revenue with fewer people. Here’s what that talent efficiency signal means for brand teams evaluating agency partnerships and creator program buildouts.
MLB Players Inc.’s roster-as-network model offers brand strategists a replicable template for coordinated multi-creator partnerships across sports leagues, music collectives, and creator cohorts.