The one thing AI and content creation have in common? The barrier to entry is on the floor. All it takes is a little bit of courage and self-belief. Distribution is king, and everybody here is realizing it. Brands are expecting to spend $33b on influencer marketing next year… as much as HALF of their ad budget. #ai #cannes #creativity

If you have concerns about job stability in the future because of AI, you should become a content creator. Let me explain. I'm currently at the Cannes Lions Festival and every single brand that is here is salivating at the mouth for creators. These brands know that the creators actually hold the keys to the kingdom that they are trying to get into, which is your eyeballs, your attention. We live in an attention economy. We all know this, but creators, what is a creator? The definition of a creator? It is someone who has honed the skill of capturing people's attention and continuing to bring them back over and over and over again. Because you could be a freelance marketer and go company to company to company and build brand pages that scale to millions of followers. Building a brand is different than building an audience. There is one industry that I would bet on right now besides AI. It's the creator economy. But let me be more specific. The smartest people who are getting into the creator space are either A, actually creators themselves. Like they're doing the really hard work of figuring out how to build an audience, which is a skill that once you learn, nobody can take away from you. Or secondarily, they are investing directly in the creators themselves. Over the past month I've been introduced to countless investors and VCs that typically would invest in companies, but the tune is changing. Now they want to invest directly in creators. The thesis is let's invest in the creator who has distribution and an ability to continue to cultivate an audience and whatever company product or service they make later will be a by-product. Distribution is everything. If you want to reach your audience, you better do it through a creator.