Creators May Move From Influencer Budget to Paid Media: LUMA Partners
We’ll believe it when we see it, but a new report from LUMA suggests that creators might evolve from influencers to paid media — and, surprise, it’s AI doing the nudging. AI offers improved creative review, probabilistic comparisons of outcome against traditional ad channels — and creators themselves are dipping into predictive outcome modeling. Creators are also now tending to span across a number of platforms rather than sticking with their niche.