#creators

#creators

The borders between creators and showbiz are blurring as influencers gain prominence, breaking records in multiple domains from reality TV to music.

These tools, like Scene Graph or custom items, just give us more versatility and efficiency. With these updates, we can focus on innovation rather than imitation.

"There's a forced humility from the networks and streamers that wasn't there before," said Becky Owen, global CMO at influencer marketing agency Billion Dollar Boy.

The majority of e-commerce is really just a scaled up Sears catalog, said Tom Verrilli, Chief Product Officer at Whatnot, indicating that live shopping is a major evolution.

"The creator economy has exploded but the support systems haven't kept up. As more Gen Z step into this space…we need to treat it like the real workplace it is."

Cartwright mentioned that brands are moving to shorter-term partnerships as a strategy to cope with economic uncertainty and new tariffs impacting their budgets.

"Because traditional social media platforms have shifted from a place to see people you follow to algorithm-driven, interest-based feeds, there's a lane open to create this type of experience," said Dina Murphy, product director of LTK.