Forget follower counts. Brands are paying for sales.
Illustration: Sarah Grillo/Axios. Stock: Getty Images
Creator commerce has evolved from an experimental marketing tactic into a core strategy for retailers, as brands bet that trusted human recommendations will matter even more in the AI era.
Why it matters: The shift is motivating brands to rethink how they recruit, manage and measure creator relationships.
Axios Media Inc., 2026
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In the modern era, brands can be present anywhere. Showing up intentionally is the key to success.
