Source: Search Engine Journal
Unilever has built a network of 300,000 creators—many using AI tools to generate content at scale—that functions as a content production machine traditional agencies cannot match. The model works because it collapses the distinction between authentic creator voice and branded messaging; if 71% of creators are already using AI, the network becomes owned distribution channels that look organic. The operational risk is lower than the credibility risk: if audiences recognize they're consuming algorithmic content at volume, the entire category's credibility erodes, especially if competitors don't follow suit.