The Creator Economy as the New Culture Engine: Who Foots the Bill?

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.