"The first version of the creator economy was built around macro creators, brands working with 15 or 20 highly visible faces each month. That model hasn't worked. The issue isn't belief in creators, it's unlocking the high-scale model that works in a content-based algorithm."
"There are no rogue-like agents that operate independently of a human review. But they make everything we do much faster. Devotion automates parts of this process, using AI to help brands scale their creator discovery, management, and content workflows."
"Devotion works with brands on tasks such as analyzing influencers' posts and captions to ensure they are within company guidelines; it helps brands decide which posts to share and boost; and it can provide a brand fit score indicating how well a creator aligns with the brand's ethos."
Cami Tellez, founder of the viral undergarments brand Parade, has launched Devotion, an influencer marketing platform co-founded with former TikTok executive Jon Kroopf. The platform addresses inefficiencies in how brands currently manage influencer relationships by automating creator discovery, management, and content workflows using AI. Tellez argues that the first-generation creator economy model focused on macro creators has failed, with creators accounting for only 2% of ad spend. Devotion uses AI to streamline processes while maintaining human oversight, helping brands analyze influencer content for brand alignment, decide which posts to amplify, and manage creator payments. The platform aims to unlock scalable influencer marketing strategies that work within content-based algorithms.
Read at TechCrunch
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