Insights Disney opened its IP vault to TikTok creators. Accenture bought the world's largest creator agency. LinkedIn launched a Creator Marketplace. The institutionalization of creator marketing is here — and it's moving faster than brands are ready for.
Insights The era of the viral lottery ticket is over. A professional creator middle class is rewriting the economics of influencer marketing — and the contracts, AI tools, and IP rights that come with it.
The global beauty market grew 10% and every major player upgraded their outlook. AI personalization and live commerce aren't experiments anymore — they're the category's growth engine.
More than half of consumers globally say everything is starting to feel the same. Hyper-blanding is a structural consequence of optimization — and the countermovement is already here.
Performance-tied compensation now accounts for 53 percent of brand partnerships — up from 23 percent just two years ago. The flat-fee influencer deal is over, and the creator economy is being restructured around accountability.
Google didn't just update its ads platform at Marketing Live 2026 — it replaced the foundation. Gemini is now the operating system of Google Ads, and the implications for every brand, agency, and performance marketer are hard to overstate.
