creator economy
Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.
Fighting influencer fatigue with authenticity and inclusion
Dot Media’s CEO and co-founder notes that brands can overcome influencer fatigue by prioritising real connections, diverse content, and strategic collaborations.
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Comedy creators pack a punch in GroupM's 'Top 100 digital stars of 2024'
Comedy creators dominate the list, followed by creators specialising in technology, travel, and photography in The Goat Agency's Top 100 Digital Stars of 2024 list.
Tata Motors Commercial Vehicles CMO on going a 'huge distance' to engage with creators
Shubhranshu Singh talks with Campaign about making real human engagement a priority for their creative and why he prefers in-house work with multiple agencies instead of a single AOR.
From niche to mainstream: The rapid rise of the creator economy
With the creator economy touted to reach $480 billion by 2027, its emergence has undeniably changed marketing plans and reshaped the future. KlugKlug's co-founder and CEO Kalyan Kumar explains.
When creator content goes mainstream
There's no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM's William Wun.
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