AI changes creator playbooks: Cannes Lions showed platforms weaving AI into creator tools as marketers balance scale with credibility.

The next wave of retail growth is coming from younger shoppers. They blend stores, social commerce, and AI with ease. But rising expectations around trust, transparency, and control are reshaping the path to purchase.

Google expands YouTube tools: New creator, trend, and AI insights tie planning, content, and ads into one fuller-funnel workflow.

Women’s sports deliver standout ROI: Faster audience gains and 40% higher ad impact make them a cost-efficient play.

LinkedIn wants to be a B2B influencer hub: A new marketplace lets advertisers browse creator “cards” to find ideal partners.

TikTok Shop is settling into a new phase as uncertainty about its future fades. Social commerce is maturing fast, but rising competition, shifting consumer habits, and tighter expectations are raising the stakes for brands.

Gen Z loyalty isn’t driven by reach alone. Brands that prioritize community, cultural relevance, and authentic engagement are setting a new standard for retail marketing.

YouTube courts brands with TV-style creators: Upfront pitch pairs stars and CTV scale as linear TV time slips.

More than half (53%) of patient groups view US drugmakers favorably, an 8-point drop since last year, tied to funding and engagement cuts.

Music streaming apps hit saturation: As downloads stall, platforms bulk up bundles to justify higher fees and retain paying fans.

The creator economy is now a core part of the digital marketing landscape. In this video, Principal Analyst Max Willens explains why creators are essential to marketers’ strategies, and how brands can set themselves up for success.

Get the correct answers to our Big Question quiz in the EMARKETER Daily newsletter.

Video production tops the creator skill investment list at 22.4%, ahead of branding (20.0%), storytelling (14.3%), community building (12.8%), and AI tools (9.6%), according to a January survey from Influencer Marketing Factory.

AI is reshaping brand safety by amplifying risks around placement, accuracy, and authenticity while offering new tools to control them. As automation scales, marketers face a growing tradeoff between performance gains and trust.

Scheduled Trial Reels let creators time experiments globally, improving influencer campaign performance on Instagram.

Consumers may be drawn to unregulated peptide products for now, but long-term brand success in this space will depend on transparency and clear education.

A TikTok-Cameo integration unlocks new revenue streams, enhancing TikTok’s value in influencer marketing strategies.

Meta is courting TikTok and YouTube stars for Facebook, but weak discovery may limit marketer upside.

Our data shows why this move makes sense.

45% of March Madness viewers skip the regular season, yet 9.4 million watched tournament games in 2025—unlocking reach on TV and streaming.