United Talent Agency has partnered with Coactive AI on a new artificial intelligence tool to allow creator and brand marketing clients to tell new stories in new ways.
The major agency will use Coactive AI’s information analysis tool to better process and identify content across emerging digital platforms – including views and likes of video and images – to drive more precise audience connection and content performance measurements.
UTA Creators will roll out the proprietary AI tool — which aims to process and analyze different types of unstructured online information like text, images, audio and video online — to creators and brand partners starting in fall 2026. UTA will also continue using its own proprietary intelligence tools to show creators and brands what content performs and, more crucially, why.
UTA is betting the AI partnership will allow its creator clients across sports, fashion, food, lifestyle and news to tell stories in new ways and with greater audience reach and resonance, and take some of the guesswork out of the process.
“Creators generate an enormous amount of cultural signal, but most analytics today still only tell you what happened, not why it resonated. Our partnership with Coactive changes that. UTA will give our clients unprecedented visibility into the themes, emotions, and creative patterns that drive connections across platforms, so brands can engage talent in ways that feel smarter and more authentic, and talent can build their businesses with more intelligence,” Oren Rosenbaum, partner and co-head of UTA Creators, said in a statement.
