Episode 10: Influencing Outcomes

This episode of Influencing Outcomes explores the structural shifts redefining the creator economy, from the battle between sports rights holders and digital influence, to the role of AI in reshaping commerce, and the growing pressure to formalise how creator marketing is valued and priced.

In this episode, Nathan Powell is joined by co hosts Eliza Lewis and Ben Gunn for a wide ranging conversation on the systems and incentives shaping the next phase of the industry, and where creators sit within them.

The discussion opens with a tension playing out across global sport and media. As broadcasters continue to invest heavily in exclusive rights, creators, athletes and platforms are increasingly driving the cultural relevance of those moments. The team explores what happens when ownership, distribution and influence begin to fragment, and whether the value of rights alone is enough in an environment where attention is being shaped elsewhere.

From there, the conversation turns to Meta’s reported move into AI powered shopping, and what it signals for the future of discovery. If social platforms have already shifted how people search and buy, the next phase may be driven by AI systems learning directly from creator behaviour. The team unpacks why creators could become one of the most influential signals in how products are surfaced, recommended and ultimately purchased.

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The episode also touches on Indonesia’s under 16 social media restrictions, raising broader questions around regulation, platform responsibility and how different markets are approaching the role of social media in younger audiences’ lives.

In the final part of the episode, the conversation turns to one of the most pressing questions in the creator economy: how creator marketing should actually be priced. Drawing on new ANA data, the team explores the lack of standardisation across the industry, the growing demand for transparency, and why this moment mirrors the early stages of programmatic media, where infrastructure, benchmarks and trust are still being established.

This episode is designed for marketers, agencies and creators who are thinking about infrastructure, scale and monetisation, and who want to better understand how technology, platforms and creators are shaping the next phase of the creator economy.

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