The creator is splintering as AI forces a new reckoning

October 13, 2025 Presented by Tension — between innovation and erosion — is reshaping how creators see themselves. Some are sprinting into the future, using AI to produce, edit and post at a speed that would've been unthinkable even a year ago. Others are digging deeper into what makes them human — voice, vulnerability and imperfection. TOP STORY The Creator Economy The creator is splintering as AI forces a new reckoning The next era of the creator economy won’t hinge on access to technology but on the intent. Advertisement OTHER THINGS TO KNOW Identity provider consolidation is not simply a procurement task. It's a broader business shift in approach to data management, performance measurement and activation. Effective consolidation depends on the provider offering both coverage and composability. Partner insights from Adstra. Agencies need to shift how they plan, pitch and prove their value to new and existing clients. Partner insights from Keen Decision Systems. Marketers are driving growth through smarter, more accountable programmatic buys on CTV. Partner insights from Blockboard. MEDIA & PLATFORMS Business of TV Brand advertisers find awareness-boosting niche for interactive and shoppable CTV formats As the holiday season approaches, more brands are embracing interactive CTV ads. But while retailers struggle to reliably squeeze sales from shoppable units, CPG, pharmaceutical and entertainment advertisers are putting interactive formats to use for brand awareness. PARTNER INSIGHTS FROM CEROS B2B audiences want content that listens, adapts and invites interaction For B2B brands still relying on static strategies, like gated PDFs, audiences expect more. Borrowing tactics from publishers could be the key to marketing that feels more like a conversation than a campaign. A MESSAGE FROM DISNEY CAMPAIGN MANAGER An easier way to run TV campaigns that deliver You shouldn't have to choose between efficiency and creativity when it comes to your media buys. With Disney Campaign Manager, you get both. One easy dashboard lets you set up, launch and measure across Disney+, ESPN and Hulu streaming platforms. Your campaign shows up where it matters most, making a bigger impact. It's not just a tool. It's a partner that makes things simpler and helps you deliver results your clients can count on. Learn more MARKETING Member exclusive Media Buying Briefing: The 5 industry themes we'll discuss at this week's Media Buying Summit From the frenetic pace of consolidation taking place mainly across independents to the constant win-and-lose battle for clients, there's been so small amount of change impacting the industry Retail Media Rewritten Retail media boom forces grocers like Kroger, Albertsons to reorganize Many of the largest grocers in the U.S., including Kroger and Albertsons, have restructured to bring their advertising and traditional retail businesses closer together. Retail Media Rewritten A look at the wide-ranging jargon coming out of the many ad networks Retail media is booming. Here’s a breakdown of the expanding media network landscape and why definitions behind retail, commerce and beyond matter. PARTNER INSIGHTS FROM WIDEORBIT Publisher workshop: Strategies for simplifying ad ops to drive revenue Join this virtual workshop on Oct. 21 at 1 p.m. ET, or watch on demand, to learn about the challenges publishers face in meeting cross-platform demand and how to solve them. Advertisement PARTNER INSIGHTS FROM CRITEO How incrementality reveals KPIs that A/B testing misses Marketers rely on A/B testing as the gold standard for proving retail media's impact, but it isn't the only way. ICYMI Member exclusive Future of Marketing Briefing: Sora's promise — and peril — for the creator economy Yes, this is another Sora story. But this one's less about the tech and more about what it's doing to the people behind it Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy