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Marketers have been trying to game LLM responses to suit their brands since users began turning to AI for search.

In recent months, they’ve become aware that AI search responses aren’t just a user touchpoint that needs attention, but a competitive arena in which they might influence the way their rivals are perceived — and have to guard against their rivals doing the same to them.

Despite the well-publicized issues with AI hallucinations and bias, web users tend to perceive AI results as neutral. When a response supplies positive information about a brand, that works in marketers’ favor. When an AI Overview or ChatGPT response goes in the other direction, it can become a serious problem for a brand.

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Sean Evans, the man behind the hit YouTube celebrity interview series “Hot Ones,” was named one of Time’s 100 most influential creators of 2025. He was early to CTV, early to the interview-as-spectable creator format, and among the first journalist-slash-creators to turn a YouTube show into a recognizable franchise. 

He has watched platforms and formats rise and fall, and has a front row view of how creator-led shows can move culture – and brand dollars.

Digiday sat down with Evans to talk about how the creator economy got here, how interview formats and platforms have evolved, what’s real versus hype around AI and CTV, and where the next wave of creator business is headed.

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