Affiliate Idea Factory

This story was originally published by sister site, Modern Retail.

Brands and retailers say they’re seeing strong returns from creator content, whether that’s from mini-series or unboxing videos.

While creator programs aren’t new, more retail players are jumping into the space to court consumers, drive engagement and spur sales. This year, Aerie launched a creator program for its most avid fans, while Gap Inc. began an employee creator program. Ugg started working with art students on creative content and product description pages, and Target debuted two new creator programs, Club Target and Target Ambassadors. Meanwhile, Kohl’s began giving its creators a chance to earn a commission on every sale, in addition to getting free products.

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Companies like hospitality chain Wyndham Hotels & Resorts, consumer healthcare firm Opella and betting brand BetMGM have little in common. What they do share is a broad portfolio of individual products and a need to spin up large quantities of digital creative assets to market them.

All three brands are building in-house creative teams trained to leverage AI to mass-produce digital creative assets, paired with media performance data that informs the next campaign or iteration. It’s a sign that scaled AI creative production is becoming ordinary among marketing’s upper middle tier advertisers.

While the first advertisers to press ahead and scale up AI production efforts were companies with industry-leading media and marketing budgets like Unilever, Coca-Cola or L’Oréal, advertisers outside that pantheon have begun to build out similar capabilities.

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