- 3 hours ago
Creators, who are no longer just amplifiers but brand architects, sit at the intersection between strategy, technology and content generation. But as platforms are flooded with machine-generated content, human creators must compete with infinite output, or become side-lined. This panel explores how creators can become embedded - and compensated- as the drivers of culture in the next chapter of the creator economy, and how technology is enabling creator-brand collaboration built on data, authenticity and shared audiences.
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00:08come on up guys come on up we're just gonna roll through it
00:17so welcome to the fly day friday black stage in the afternoon we've got three sessions all
00:22creator economy focused we've got a ton of interesting stuff going on i'm moderating
00:26helping to host a little bit we'll have another group up here uh i'm jim ladder back i'm editor
00:30and ceo of inside the creator economy i don't want to sit on this thing because it's going to go
00:34away
00:34um been doing this for a long time so here's what we're going to be focusing on the state of
00:38the
00:38creator economy the changing power dynamic between brands and creators creators is culture and the
00:44trend towards synthetic creators and just how authentic they are so stick around through five
00:48there's going to be amazing stuff here i want to jump right into it with this session we're going
00:53to be talking about how the economics are being worked out ai can produce infinite content
00:58but they're still largely paid for reach and not what they're worth creators have arrived
01:02let's explore what it means we've got three great experts right here from three different parts of
01:07the world working with creators down uh down at the end we have sandy morrigan uh global head of social
01:14and advocacy and influence at l'oreal give it up for sandy i know you will in the middle hannah
01:21who is the vp of gen ai new business ventures at adobe just as much applause i didn't bring my
01:29crew
01:29apparently and then finally ian shepherd ceo and co-founder of electrify video partners runs a new
01:35age network of creators invested in youtube channels and beyond give it up for ian like i said i'm jim
01:41let's get started we're going to talk about culture engine or a better media buy to start it off what
01:47is it ian you're buying creators you're investing in creators you're building a media company you've
01:53got creators what's the difference between a creator and a media company yeah so it's not about the size
01:58of the audience it's about the organization organization behind the creator and so to be
02:03successful in today's super competitive world a creator needs a team they need script writers editors
02:10graphic designers and to put it into context we've invested into 11 relatively large creators
02:16and we have a team of more than 200 people working behind them producing the content and so what the
02:21audience sees is a youtube channel but actually behind the scenes there's a real team so when you do this
02:27and bring people in it's not just a bigger team and better thumbnails what happens organizationally when
02:31you bring all the creators together in one place yeah so there are some real shared services and it's
02:36not necessarily the sexy stuff it's the processes and systems that are required and so we have a
02:41recruitment team and the recruitment team helps find the the employees for the different channels that
02:46we've invested in we also have a data science team and so we're constantly learning about what's
02:51happening with the algorithm and how we can optimize our content accordingly tell me about one channel in
02:56your portfolio you brought them on and all of a sudden they crossed the line and it was amazing
02:59what happened sure so the first creator we invested in um has the largest astronomy channel on youtube
03:06and it was a solopreneur just one guy doing it all on his own he was the jack of all
03:10trades and over
03:11the last four years we've built a team of 15 people around him and now he spends about four hours
03:16a week
03:17in the business whilst the team is running it for him amazing all right sandy i want to move to
03:21you
03:21and l'oreal many thousands of creators globally i think you've got 20 or 25 that you even brought here
03:26to the event so think about all these creators you work with where do they sit in between cultural
03:31ecosystem on one side and a sophisticated media placement on the other how do you see them in
03:37the l'oreal universe so starting by beauty being the number one conversation in social creators are
03:43part of this conversation and at l'oreal with l'orealista is our part of being the best partner for
03:48for our
03:48creators is the creator club um i would say as well that yes i would say that the creators that
03:57they
03:58are when when the creators are working with us we see them that they are creating between four and
04:03eight times more content not because we are asking them to because they genuinely want to so this for
04:08us is being part of a community and not really because it's a media buy and to continue i would
04:13say
04:14as well when we built l'orealista that i don't know if you have seen like what amazing stand downstairs
04:19it's amazing you should all go down and see it it's cool yes and it has its own cheering section
04:25when we built l'orealista we did it through some principles that they are like a trust community
04:32mentorship coaching these are not traditional influencer marketing tactics they are really
04:38relationship commitments tell me about one brand that once you started moving sort of from just like
04:44off-the-shelf influencer marketing to really this collaboration and partnership embedding that
04:49really really made a big shift and and how that works just give me one example so the whole
04:53l'orealista actually because she's the umbrella for all our l'oreal brands so l'orealista is the
04:58mother of our 40 brands at l'oreal that they are inside the program an example that i do love
05:02for example
05:03is with the serra words i don't know if you follow the serra vea words so we have seen like
05:08creators
05:08that started with l'orealista they joined the program without a big following they started improving
05:13you know like their content skills they presented themselves to the serra words they won nationally
05:18so in four markets they won the competition and now they are in la in the big final so
05:23actually you realize that you move from doing campaign activations to actually doing a creator
05:29journey and helping her to grow right in her skills that's awesome um let's move on to you hannah
05:34at adobe you work with musicians you work with artists who are also creators how do you see those
05:40creators as cultural partners for brands for platforms and beyond
05:45i think that you know the days are gone of one-way push of media or from brands and i
05:51think this is
05:52a testament to follow up what ian and and sandy have said so you know social has retrained us we're
05:58probably watching i think the latest study i saw 12 hours of video a day on multiple devices we do
06:04need
06:04to eat and sleep and shower so at some point that's going to level off but we um have wanted
06:10to hear from
06:11peers and we want authentic uh recommendations so that works really well um i think as ai and i'm
06:18sure we'll get there in a second as ai enters the picture i think our craving for what is really
06:23real
06:23to us deep calling unto deep becomes more important our job at adobe we've been in the creativity business
06:30for 40 years we have a really cool joint um display downstairs where it can take you through that
06:35is to arm every creator whether you're an a-list hollywood director or a starting out influencer
06:42with the tool set that can let you amplify yourself and i love the idea of being able to supercharge
06:49the creative vision that you have in your head and of course we can talk about some of the creators
06:53and musicians i work with they just want to unlock the sketchbook and get more of their ideas
06:58four to eight times more content ceos and cmos also want five times more content so that's that's
07:05what i think is changing in the industry now i want to talk in with all three of you about
07:09this well i
07:10will start with you uh hannah so how do you think about creativity and taste as strategic brand
07:16differentiators why they're so important for creators the creativity and the taste for brands
07:21tell me why it's more than just a nice to have and why it's something that all brands really need
07:26to
07:26have so i love history as a predictor of the future and i'm going to take us back to the
07:30invention of
07:31the camera the camera when that launched we know that painters were actually quite upset and thought
07:36that paint painting was dead at that point the camera's just a tool after that we got the explosion
07:42cabrian explosion of new styles and new artists calo impressionism you know all those beautiful things
07:48that is where we are right now so when you say creativity judgment discernment taste that has always
07:55been the trend of what breaks through for us it's no different in this age what i would say is
08:00the tooling
08:01whether it's digital or ai helps remove creative drudgery nobody wants to resize pixel by pixel for 12 channels
08:10to reach you know local audiences let let something help you with that break through out of your sketchbook
08:16the things that are really going to speak to your narrative right open up creativity and make the drudgery go
08:21away
08:22right what about creativity and uh and brand and taste and strategic things for you guys at l'oreal
08:29so at l'oreal we like to say that no brief is the new brief and letting like creators you
08:35know do the
08:36best like what they know how to do best is to create in their own terms and conditions and also
08:40because
08:41right if we are working with a creator it's because she has a particular way in relate to her community
08:45so this is how we like to operate ian all the creators that you work with in your uh with
08:51your
08:51channels how are they helping to change brands with their creativity with their taste with what
08:56they do and how important is that in your portfolio yeah so brand sponsorship is the largest part of the
09:02revenue for our business and we're really going on a journey with our creators many of them they're
09:06very passionate about what they do but they're not experienced they're working with brands and what we want to
09:11build authentic stories uh authentic ways of working together with brands and so we're supporting them
09:17um creatively and commercially with building out products together i want to move on and talk a
09:23little bit about um something that's just happening talking about what's happening in hollywood in the
09:27movie world and this has been going on and it's been a slow rolling train that all of a sudden
09:31just
09:32blew up i'm talking about obsession back rooms iron lung these movies that were not all individually
09:38created by youtubers but there were youtubers involved in one case with markiplier of creating
09:43the whole movie in others creating the concept and others being the directors and others coming in and
09:48all coming out of and generating via youtubers really the success this summer of movies is all led
09:57by youtubers creating that culture creators who grew up on youtube i want to start with you ian because
10:04you look out at this and think about is youtube a replacement for film school is this
10:08the beginning of an inevitable takeover of hollywood and traditional media have we arrived is this a
10:13slow process or did something specific just happen yeah so i don't think it's a replacement of film
10:18school i think what has changed is the removal of permissions and so for decades creators needed to get the
10:24attention of studios to release their content whereas youtube has changed that a creator can publish
10:30something they can get immediate feedback and so with someone like kane parsons what's happened is that
10:35he's produced fantastic content and the audience has found it yep what do you think about that um um
10:41sandy let me know about where you are how you think about that are you going to be making
10:44some l'oreal movies with creators and putting them out no that is in the roadmap but we never know
10:50right
10:50yeah yeah um if i if i could just yeah no jump in just jump in um i mean obsession
10:56and backroom i think
10:57are a beautiful i'll call it like titration in chemistry we've added that last drop and it's come to
11:02fruition but just like ian said what's happening here is removing of the green light process and
11:07the financial risk process and profile of movie making right um a minute of youtube i think costs
11:14somewhere like ten thousand dollars to make medium quality a minute of netflix two hundred thousand
11:19dollars a minute of theatrical a million dollars per minute so if you're thinking as a as a big studio
11:26or something else what are you going to green light what you've seen over the last 10 years we see
11:30a
11:30lot of sequels right we see known ip what you're seeing all the creators in this room is that
11:36everyone can green light themselves and i think that's the upside down bit micro dramas which i'm
11:41sure we won't talk about here but i i do watch a few um that's an ability to get yourself
11:46out there
11:47with a real story and narrative and it all comes back to the story and narrative so i just want
11:51to
11:51double down like we're in a moment where i think more creators are going to green light themselves and
11:56studios will pick that up as an afterthought yeah in many ways it's that creators both are the content
12:01and they're the driver of butts and seats as well and they're very much they bring people i'm used to
12:06that i visited your offices in brazil and you had tiktok shops going on right there talk about how
12:12creators are moving from just being this small piece to really taking over the whole creative side
12:17of it and the whole delivery side of it whether it's selling things from your offices in rio
12:21to putting people in seats in theaters in china or in new york or right here tell me a little
12:29bit
12:29about that yes exactly like what i feel is that creator economy is at the really center of all
12:34the materials right like you have like the marketing you have the e-commerce you have the loyalty
12:39everything is going through like the creator getting like a space that is becoming more central
12:43and more important yeah we want to talk a little bit about who pays for all this too so
12:48creators have absolutely arrived but um and and again i want to go back to you sandy on this first
12:53one when you think about one-off deals versus longer-term creator partnerships as you build out
12:58your relationships with creators globally are we seeing a shift from the one-offs to the long-term
13:03partnerships and what's better on the economic side for you guys so we do both we do a one time
13:09we do
13:09long time uh but it's true that with l'orealista what we were trying to explain in our booth
13:14is how we are moving creators to become lifelong partners and this is what we are doing like
13:19shifting when from activation campaigns to a creator journey that you are really investing
13:24in her development into their mentorship you are making her like a partner of the brand that goes
13:29beyond a just one-time collaboration and is becoming like a lifetime collaboration or this is
13:35what we are aiming the l'oreal teams when they are working with advocacy and influence now through
13:39our program of l'orealista they are really into knowing what the creator is interested at what
13:44category she wants to develop is a skincare makeup hair care what kind of training that she needs is
13:50she having a good network or not can we provide in that sense so it's really like a development plan
13:55and this goes beyond a just one-time shot collaboration it really goes all the way long
14:00so like market director are they are creators now helping you create product themselves new products
14:05with creators are you creating new products new new lines new skincare lines new products things like
14:10that whether they're they're part of that from the very beginning like they are part as well of
14:15sometimes of the marketing campaigns in how to do the go-to-market activation they are part of telling us
14:20look these are all the comments that i have in my instagram in my tiktok you should be developing this
14:24or that they are feeding us content ideas for campaigns so actually like the creators are really part of
14:30of our go-to-market strategy and we'll we see sponsorships are still about 60 percent of creator
14:36revenue performance deals are growing equity is rare how do you think about this with what the folks
14:42that you work with but also the rest of the creator market yeah so i think that the challenge is
14:47that
14:47creators are paid for views and reach but brands are looking for performance and so what we need to do
14:52is change that alignment so that they're working together we're hoping that and expecting that there'll be
14:57more models commercial models evolving over time where creators are paid in different ways for
15:04the contribution that they're making towards a brand's objectives yeah now you came from disney and
15:08universal music and so you saw that musics had this like brutal reckoning over streaming royalties
15:13and more does that start to play out with creators as well do you see that happening
15:17yeah i mean i think it's very early days i don't think it's going to look the same it could
15:22look
15:22different a key thing about a creator is the audience that they have access to and so what we
15:28might see are different types of royalties aligned to the audience rather than just purely the the
15:33streaming like we saw in the music industry and hannah on your side because you work really closely with
15:37creators in a number of different areas do you see creators becoming creative directors for other
15:42companies and brands and really going in there and owning that aspect versus just reacting to it
15:47you know i i think every creator has become their own creative director and in the way of you know
15:53we talked about empowering themselves through freeing up more time they're able to act almost
15:59like a larger agency for themselves and create more interesting content that cuts through um either for
16:05local markets different narratives that they've wanted to develop so that's actually been really
16:09exciting and of course i work not just with um the creators themselves like uh king will who's done
16:15some breakthrough bbl drizzy uh videos but i also work with the large brands themselves like disney
16:21imagineering and and disney and you can see that um owning your ip i think is one of the most
16:27important
16:27things when we talk about who gets to benefit from the economics and i would ask you all just as
16:33you work
16:33with some of the tools and think about the ai think about where your ip is going and the nutrition
16:38label of
16:39those models and how you are being compensated or protected in that process that's one thing of course
16:45adobe for 40 years has been in the creative uh community we really care about creative rights
16:50and copyright in that sense yeah you know i i want to talk a little bit about whether companies should
16:57acquire creators and creator businesses and then we'll get a little bit more into the ai side of
17:01this and how that's changing that as well but you know i'm really struck by the model you're building
17:06where you have all these great creators under one house some you own some you have um like half
17:09interest in and everything else do you think that companies like l'oreal should be acquiring creators
17:14like you are and then i'm going to ask you what you think i don't think that brands need to
17:19acquire
17:20creators but i really do believe that all brands should be working with creators we see some of the
17:25most successful brands becoming media companies constantly producing content maybe 10 years or so
17:31everybody was building a social team moving forwards brands should be working closely with creators
17:37and can you see yourself building a network of creators internally that you own and that are just
17:41you know what you're part of our network and there's hundreds of them or even more a network
17:45is something but acquiring like a creator company is completely different right because at this sense
17:50they would lose all the authenticity like everybody knows works for l'oreal so it's a little bit biased
17:54the opinion i would say all right well we'll see what happens i do think the idea of hiring a
17:59creator
17:59is really interesting anybody want to say anything more about that i i agree with you with it which is
18:04i think
18:04a little bit aren't think of them as a channel as if they're not a channel for you today and
18:09i
18:09actually i don't think a lot of brands think of them as an authentic channel that's the part you should
18:14be um looking at they also may move on from your brand which i think is finey and you probably
18:19you
18:19know they want to be multi-brand as well they have a voice so i'm not sure that l'oreal
18:24should buy a
18:25company but we are online i know um we'll come back in five years and see where we're at um
18:30henna i want to
18:30talk a little bit about uh firefly foundry as we sort of lean a little bit into ai and you
18:35know
18:35you foundry lets brands create lots you know millions of assets if they want to without hiring
18:39creators or artists how do creators compete with that that's an i think that's a misnomer so firefly
18:46foundry is around deep tuning uh with the brand or the artist permission okay so they're along with
18:53so if you look at you know we came out and talked about how we're helping at disney imagineering if
18:57you've ever been to a disneyland or uh you're a disney they it takes them years to build those
19:03design and build those uh attractions they're about to launch you know a park in abu dhabi
19:08anything that you can help to speed that process along moving from sketch from an artist to a dd a
19:152d
19:15image to a 3d render of what that new teacup ride might look like that speeds up the process and
19:20so
19:20that's what we're doing with them with every brand and artist we work with it's an and not an or
19:26our job is to make the artists work or the creative directors work feel more fluid and feel much more
19:32on brand yeah i love that you're built on it's like commercially safe you're paying artists you're
19:37bringing stuff in there talk about why that's really important for you guys more than just ethics it's
19:41important for the entire ecosystem um i mean i believe in copyright i believe in ip i think that
19:49if you design something unique you should have ownership around that ip um or or by permission if you
19:55want to monetize that ip terrific whether it's a brand again or a single artist is a gentleman um
20:01that we brought in onto my team called kent kirstie he was at invoke he got the first piece of
20:06ai artwork
20:06copyrighted with a lot of human judgment in that i think everyone needs to think about what does ip mean
20:12in this new world disney's taken a very strong stance on it obviously uh brands like coca-cola you
20:18know pepsi gatorade everyone's thinking ahead you need to own the ip because you have a very specific
20:23hundred years of of thinking around the creative direction it's not just a flat file it's the color
20:30scheme it's how you frame things it's who you decide to put as talent right in in in those shots
20:36so
20:36that's what the ip is and you own it and you own the judgment around that that's great love that
20:42um
20:44sandy i want to talk a little bit about l'oreal experimenting with virtual influencers alongside
20:48human creators we have a whole session on this later but i do want to make sure i get some
20:52points of view
20:53here um are there areas where you found out virtual influencers are better uh areas where it's not
20:59so good so we do have markets that have experience with uh virtual influencers that they look like
21:05very surreal very much play into the fantasy like really portraying something that is not like a
21:11human real being let's say so in that way we have a tremendous success like influencers that they have
21:17been engaging that have reached a million of views what for us is slightly different in the age that
21:23we are right now is that uh virtual influencer it's okay but what is not that okay is to have
21:29like an
21:29influencer that is like really clone like a digital twin right like it's looking like a real human being
21:34because we are selling real products that have to be tested in real skin and real hair so that's
21:41that's the thing that uh for us is where we are drawing the line so cgi created virtual ones it's
21:47okay but they cannot look like a human beings in that sense you know what do you think yeah so
21:52we
21:53invested we recently closed an investment in the world's largest newsletter about ai and the creator
21:59roan chang experimented with his own digital twin and he produced quite a bit of content on there very few
22:04people knew that it was a digital twin but what he actually found was that it didn't have the same
22:09authenticity and so he reverted from his digital twin back to recording but i do think that there's
22:14a space for these digital twins whether it's for localization or dubbing or um we just use them for
22:20pickups as well sometimes so if uh the creator's not available we can rely on their digital twin to
22:26replace it right so just a little bit like oh my god we should have got the shot just like
22:30this and
22:30that works right yeah it does yeah yeah we do it day to day what about the musicians and the
22:34artists
22:34that you work with what do they think about it so you know i think back to the spectrum
22:39of what the pipeline looks like in pre-visualization of an ad or a movie or a music video
22:44you're using a lot of comp tools like cgi or you know sketch tools or 3d rendering so that's a
22:51very
22:51natural place as you're trying to ideate through hundreds of ideas to use um virtual ideas also when
22:59you're done shooting you know most of the artists i work with still actually shoot you know actual film
23:04and then at the end maybe in post-production that's where a lot of time gets eaten you're trying to
23:08fix the color scheme you're trying to fix the framing you didn't get that shot you wanted from
23:12that angle those are also really good places to work in the technology it's been used for many
23:18years and by cgi and you know i don't think anyone thinks king kong actually climbed you know that
23:23building in new york remember polar express oh my god but but i will say this mix of you know
23:29what
23:29when is a digital avatar or digital twin appropriate for many years people have been deploying them in
23:36learning learning and development we like to learn by listening and so in some corporate
23:40settings we do end up with uh digital avatars also when we shop don't don't you know sometimes you
23:46like a product explainer on the page those are really great cases i think for digital twins it's
23:51obvious that that's you know that's a digital avatar talking to you and that's being deployed at
23:56at scale right now yeah i want to talk about um shop in particular and cabby lam and what he
24:01did i don't
24:02know if you guys know cabby lam one of the biggest tiktokers doesn't speak he sold himself sort of as
24:07a digital twin to this company that was going to use him for live stream shopping around the world
24:11different languages etc it didn't seem to work and they backed off on it but i wonder if you
24:15you guys have any reaction to that idea of a creator turning themselves into something to work around the
24:22clock maybe it's for shopping or other things anybody think that we may get there eventually i mean you
24:27had shops in the you know in in your offices and and i get that you don't want to have
24:31people selling
24:31things because it's not real skin or you know but but how do you think that develops out anybody
24:36how do you think how do you think digital twins going out and selling 24 7 in a digital shop
24:43is that is that doable at some point it's something that we don't want to do for now for sure
24:49like it's in our ai trustworthy principles because as i was saying like when you buy a product you are
24:55not
24:55just buying it because of the efficacy that you're expecting to have in your own hair or skin you're
25:00also buying like the promise of the sincere sensoriality that you're going to have with this
25:04product and we believe that this has to be a human being that has felt through it to be able
25:08to talk
25:09about it so they're not going to move products if they don't do it yeah so the creators you work
25:14with
25:14do they i mean creating is a hamster wheel right you got to create and create create and feed the
25:18content
25:18monster there's that promise that maybe you could create a digital twin of yourself and you could get
25:23some sleep and maybe it could create a little bit is that playing out or not i think for the
25:27creators we work with it's not we definitely use different tools across the business to help us
25:33with efficiency but we're not looking at digital twins immediately i do think inevitably it's going
25:39to happen but i just not sure exactly where it's going to come from yeah um hannah i want to
25:44talk about
25:45ai as an art form you work with a number of artists that are creating art with ai as a
25:51not a hundred
25:52percent but as a friend as a partner as somebody building stuff i mean you had norman teague at
25:56moma and help build that up talk about norman teague talk about moma and talk about ai as a way
26:01to
26:01help artists make better art more realize what they want versus replacing them so if you come to new
26:07york please visit moma of course museum of modern art museum of modern art i got to plug our cultural
26:12institutions we're a long-time partner with them norman teague is actually a furniture designer
26:17he builds physical furniture he's doing barack obama's furniture for the presidential library
26:23but when he started working through his own pipeline and process he thought i want to embrace ai again in
26:30the in the upstream design process and so one of his quotes that i love is he talks about
26:37ai and firefly as a search engine for his imagination and he told me you know i have all these
26:44ideas of
26:44how i organically might put a he's a jazz he loves jazz putting a record player in a chair together
26:50and
26:50so sometimes i feed that i feed references and a prompt and it'll give me back things we call them
26:56hallucinations he's like that are surprising and maybe i will take some of those vectors and keep
27:01developing those thoughts so for him upstream that's why i think where where are you using
27:06the tooling i agree with you digital avatars in production maybe not but if you would like a stand-in
27:12for vo pickup as you're drafting something that's happening now that's happening now
27:18so for norman's case he really wanted to employ it in part of his process he's obviously still building
27:23his foam models and he's building the actual furniture but but he's the one who really opened
27:28my eyes to unlocking the sketchbook so he did his beautiful exhibit there where he took you through
27:33that whole process and showed you what he built at the end of it is it still there it's not
27:37showing
27:37now but i'm on the website you can it's on the website on the website or visit him in chicago
27:42he's
27:42a professor in chicago i want to move on and talk a little bit about trust because i have a
27:46feeling
27:46that in the age of ai creating slop and you know coming into our comments that trust as you're a
27:53human
27:53creator in many ways is all that we have left um we know creators need to own their own audience
27:59they've got email communities direct courses most creators are still being they're still building on
28:04rented land but how do they leverage that trust to build audience ownership yeah i think you mentioned
28:10it there it's really about building a relationship directly with the audience on newsletter platforms
28:15like substack or beehive or community platforms like circle where they're they're owning that
28:22relationship with the audience and they're not at the disposal of the algorithm controlling who sees
28:27their content yeah and and sandy when you work with creators it used to be the creators would just
28:35take any deal that was handed to them it's like money i need money but in many ways i see
28:39creators
28:40more and more thinking that brand's not right for my community not right for what i do how are you
28:46seeing creators are they feeling more empowered now and turning things down that don't make sense and
28:50does that change the way you think about working with them yes and actually that's why in the last
28:55years we have really been pushing to have as much you know like to have to know our creators and
29:00what
29:00they are interested so we can personalize the experience towards towards them so again if you go
29:05to our booth of l'orealista you will see that we start by a quiz to better understand what are
29:10you
29:10interested at what kind of learning expeditions do you want to experience what kind of network do you
29:14want to do so this way we can tailor made more like relationship that we are having with with our
29:19creators which is important and how do you think about trust and creators and the the creators that you
29:24work with and how we amplify that and build out on that trust i mean in this and all the
29:30noise
29:31you know we talk about the attention economy we're flooded even before ai existed we were flooded by
29:36so much information what do you have left if you don't have your own discernment and the audience
29:40trusts you right so i think that's paramount these days is to have your own voice cultivate that narrative
29:46and stay true to it of course use tooling to help you do more but you have to have that
29:51voice
29:51and i think as well in real life experiences are going to become key because if the community
29:57follows you out of the right out of the phone out of the platform is where you can really
30:01show like that they have a strong community that has been built okay so real quickly in the minute
30:05we have left each of you tell me how can we prove that a creator is human so that they
30:11can build that
30:14trust uh what a question in the final minute i think gotta lead with a hard one right and with
30:19a hard i think the community is going to be the most real creators how do we prove human i
30:24mean one
30:25we should also have digital forensic watermarking which we do uh called content authenticity i think
30:30that's one emotion matters and none of the ai can produce emotion at this moment that's really
30:36coming through human direction i think you're so right on live we all know we're all human in this room
30:41right right right we're all human on stage what about you how do we prove humanity i love this
30:45creator called lias i don't know if they are going to organize the watch party see how many
30:50hundreds of thousands of people are showing up to every single event that is doing that's trust for
30:54me show up and be human and be messy and be real and get out there i love that that's
31:00all the time
31:00we have thank you to hannah thank you to sandy thank you to ian big round of applause for these
31:05guys
31:08our next session will build on these themes we're going to take a tiny little break to reset the
31:13stage and do a little bit and i will be right back here to introduce the next session
31:16do not go anywhere big round of applause for everybody thank you guys and yes lead me off
31:21thank you
31:22so
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