IAB’s Zoe Soon: Creators are Becoming the Trusted ‘Concierge’ for AI-Era Discovery

Brand investment in creators is growing at twice the rate of digital advertising. But this fundamental shift is about more than money; it’s about how consumers form identities and make purchase decisions. “The story isn’t that creators are growing. Consumer behavior is changing. For a long time, mass media drove mass culture and we thought […]

Last updated Aug 10, 2026 by ATDb automated enrichment