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AI Changing How Discovery in the Creator Economy Works, with Yehuda Neuman of PartnerCentric
Description
Your customers are starting to ask ChatGPT which brand to buy. The answer it gives them comes partly from creators. And nobody can tell you how it decides. Not the platforms, not the agencies, not even the people who built it.
That should worry anyone who has ever had to defend a creator budget. Three years ago finance won the argument: prove the sale or lose the spend. Now the AI rewards the awareness those same creators build, and there is no line on your dashboard for that. You could be paying $14,000 for a post that did its job in a place you cannot see.
Yehuda Neuman ran creator programs for ByteDance and built celebrity deals before that. He has watched one AI assistant name a random LinkedIn user the world's top expert because the man said so on his own profile. He has watched a video with 30 views outrank a million-follower account. And he will tell you, with no hedging, that if you are still buying creators on follower count, you are paying for the wrong thing.
If you run creator marketing at a brand and the ground under you feels like it is moving, this is the episode that tells you why, and what is still solid.
Chapters
00:00 Cold open
01:06 How shoppers find brands now, and how brands find creators worth paying
05:26 The creator videos already showing up in AI answers
07:36 Finance won the performance argument. Then the AI changed the scoreboard
11:56 Getting your brand into the AI's answer is your job, not the creator's
16:39 Nobody knows how the AI decides who to trust
21:17 Should you be paying YouTube creators more now
25:49 What he would stop paying creators for
30:25 Why follower count is still on your brief, and who put it there
36:04 One huge creator or an army of small ones
37:39 The creator who moved a sale that no link can prove
41:20 When affiliate, influencer, and AI visibility become one budget
46:24 If you still buy on follower count, you are paying for the wrong thing
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