What we have long called the creator economy is evolving to become more of a “meaning economy,” where the creators and brands and experiences that engage us will do so through story, craft, and a deeper and more sophisticated sense of meaning. The creator economy was ultimately driven by content (enabled by ubiquitous access to content creation and... See more

AI will commoditize decades of content marketing and SEO tactics, and usher in a new era of brand and influencer marketing.  With models like ChatGPT driving the cost and time required to write effective SEO content down to zero, every brand will “flood the zone” of search engines, completely commoditizing content marketing. Perhaps this will make

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The creator economy is now a multi-billion-pound sector, with estimates placing its value at over £200 billion in 2025.

But while the early years rewarded relatability, mass appeal, and a good editing style, we’re now entering a phase where value creation looks very different. The creators gaining traction now are the ones who deliver something... See more