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-generated content is flooding feeds, and audiences are pricing in the trust discount. Here’s what that means for brand-building budgets.
Record M&A activity is consolidating creator platforms and agencies, shrinking brand leverage. Here’s how to protect negotiating power.
Why brands are shifting from one-off influencer deals to creator retainers, and what it means for budgets, ROI, and program structure.
Arizton pegs AI-MarTech at $74B by 2031 — here’s how brands should rethink vendor contracts before locking in multi-year deals.
IAB’s data puts creator ad spend at $44 billion, but the real story is where growth concentrated and where budgets stalled.
AI Overviews are cutting search CTR by 18%. Here’s how brands must rebuild funnels for zero-click discovery, from top of funnel to close.
Generative search now drives half of product research, forcing brands to rebuild funnels around AI visibility, not just clicks.
AI adoption in creator discovery, briefs, and reporting is the real signal of creator economy maturity — not spend totals.
Circana’s incrementality data shows most brands underspend on influencer marketing relative to proven ROI. Here’s how to find your ceiling.
Most creator deals end after one post. Here’s a framework for turning transactional influencer relationships into repeat, ROI-positive partnerships.