AI is changing product discovery from ranked links and social feeds into synthesised answers. Here’s how creator content can influence what AI systems understand, surface and recommend about brands.

Creator marketing has matured, but old assumptions still shape briefs and budgets. Here are seven myths brands should challenge in 2026.

Ahead of the 2026 AFL Grand Final, Fabulate Discovery compares six Brisbane and Fremantle player profiles to show why audience fit, engagement and content distribution matter alongside follower count.

Fully synthetic personalities are becoming more capable, but the bigger shift is happening between the extremes. Human creators are adding AI to their workflows, brands are experimenting with licensed digital likenesses and creative teams are using synthetic production to take creator ideas further.

Creator duos are becoming a recognisable content format, from shared accounts to recurring collaborators. We look at why the chemistry between creators can become part of the appeal, what happens when that dynamic changes and what brands should consider when evaluating duo partnerships.

New IAB Australia research shows creators are firmly embedded in how Australians discover and evaluate brands. But reach is only part of the story. Trust, relevance, expertise and increasingly AI discovery are reshaping what effective creator marketing looks like.

Substack is emerging as a new layer of the creator economy, giving creators another way to build direct audience relationships through writing. Alysha Woodey explores what this shift could mean for brands and creator marketing.

Australia’s proposed algorithm opt-out could give users more control over their feeds. It could also reshape creator discovery and prompt marketers to look beyond algorithmic reach.

AI is changing how people discover brands, products and recommendations. In this episode, the team explores what AEO and GEO mean for creator marketing, how creator content could shape the answers AI provides, the limits of what these platforms can see and why being visible to a machine isn't necessarily the same as being influential.

Political creators are changing how younger Australians engage with news and politics, making complex issues feel more accessible, relatable and easier to understand. We explore what’s driving the shift and what it means for the future of political influence.

Choosing a creator marketing partner is becoming more complicated as the category grows. In this episode, the team explores four warning signs marketers should look for, from hidden fees and questionable technology claims to organic-only strategies and creator recommendations shaped by who a partner happens to represent.

TikTok changed the creator economy by making discovery more important than follower count. We look at the rise of the For You feed, its impact on creators and brands, and how TikTok is now expanding into search, commerce and AI.

Influencers aren't disappearing, but what makes someone influential may be changing. In this episode, the team explores the backlash to OpenAI's first influencer brand trip, the evolution of influence in an algorithm-led world and why credibility, expertise and genuine human perspective could become more valuable than follower count.

For the first time, Australian YouTube creators are being formally preserved as part of our national cultural history. Following the launch of the NFSA’s inaugural Creator Capsule, we explore why the recognition matters and what it says about the growing cultural and economic impact of Australia’s creator economy.

Innovation has traditionally been viewed as something that starts in the West and travels east. But what if that direction is reversing? In this episode, the team explores how China and Southeast Asia are increasingly setting the pace across technology, commerce and creator marketing, and why looking east could give marketers a preview of what's coming next.

UK search behaviour is revealing where influencer marketing is heading next. Our analysis of more than 1,700 Google searches shows growing demand for AI influencers, TikTok expertise and specialist solutions, while traditional agency searches begin to flatten. Here’s what the data tells us about the changing priorities of UK marketers.

Influencer marketing investment is growing, but can marketers actually prove what it's delivering? In this episode, the team explores why there is no single metric for creator marketing success, how brands can build measurement frameworks around real business objectives, and why AI, closed-loop attribution and predictive analytics are shifting measurement from reporting what happened to predicting what will work next.

What if the real value of creators isn’t the audience they’ve built, but their ability to make advertising people actually want to watch? We explore why creator marketing is evolving from a media channel into a powerful creative engine.

AI is everywhere in marketing, but has it actually changed the way businesses operate, or are we simply using better tools to do the same work? In this episode, the team explores the difference between AI adoption and AI transformation, why workflow redesign matters more than prompts, and why human creativity has become even more valuable in an AI-powered world.

Creator marketing has already reached global scale. Its next phase will be defined by how quickly transparency, rights, measurement, disclosure and AI governance can evolve alongside one of the world's fastest-growing advertising channels.

As creator marketing budgets grow, brands must look beyond just creator fees and fund the distribution, rights, optimisation and measurement that drive real outcomes.

Learn how to create affiliate content that feels organic, protects audience trust and drives conversions without sounding like a scripted sales pitch.

Creator content is shaping how AI search engines understand and recommend brands, turning reviews, tutorials and comparisons into searchable reputation infrastructure.

Australia’s fame economy is going creator-first as influencers overtake traditional celebrities and reshape how brands value reach, trust and cultural relevance.

The creator economy is creating an entirely new workforce, from strategists and analysts to producers, rights managers, commerce specialists and Hollywood talent.

Employee-generated content can give brands credibility at scale but only when employees receive the support, recognition and compensation their creative labour deserves.

The questions brands should ask when choosing an influencer marketing agency, from proprietary technology and creator selection to fees, data and outcomes.

Learn why Fabulate uses account authentication, how it protects your identity and payments, and why verification has become an essential part of modern creator marketing. We explain what we can access, what we can't, and how you stay in complete control at every step.

Why creator-led short-form ads outperform traditional brand creative—and how paid amplification scales what works across TikTok, Reels and Shorts.

TikTok, Reels and Shorts may share a format, but not a strategy. Here’s how audience intent, algorithms and measurement differ across platforms.

Six months after Australia's world-first under-16 social media ban came into effect, the team revisits one of the biggest public policy debates of the past year. Drawing on new research, government data and international developments, this episode explores whether the legislation has achieved what it set out to do, and why protecting young people online requires far more than legislation alone.

UGC is reshaping creator marketing by giving brands scalable, social-first content while helping creators build careers without huge followings.

AI is ending influencer marketing’s era of unnecessary uncertainty, helping brands make smarter creator decisions through better data, prediction and automation.

AI is transforming creator production, but human creators still lead on trust, community and cultural relevance.

Ten warning signs your creator marketing partner may be outdated, from vanity metrics and hidden fees to weak technology and poor measurement.

Brands are measuring short-form and long-form creator content the same way. Here’s why each format needs its own ROI framework.

New alcohol marketing guidance reveals why brands must consider age-gating, audience demographics and compliance capability before selecting creators.

With the FIFA World Cup underway, the team explores how creators are reshaping sport, digital discovery and the future of the internet. From FIFA's creator-first strategy and Google's Search Profiles to Meta's paid subscriptions, this episode examines where the creator economy is heading next.

Fabulate data reveals which sports Australian creators are most interested in and how brands can tap into each sport’s unique creator ecosystem.

A strong creator media kit does more than showcase followers. It proves audience fit, creative value and why a brand should say yes faster.

Fans are no longer just watching the World Cup, they’re choosing who to watch it with, creating new opportunities for creators, platforms and brands.

AI is transforming creator marketing by helping brands streamline campaign management, reduce risk and turn every campaign into a learning opportunity. Explore the eight AI applications powering SparQ and how they help marketers scale creator programs without replacing the human judgment and creativity that drive great results.

Creator marketing is moving beyond discovery. Learn why brands need better creator intelligence to know who to keep, grow, reshape or let go.

Google’s new Search Console update shows creator content is moving beyond the feed, becoming part of how brands are discovered across Search, social and AI.

How brands can move at the speed of culture by using creators, data and faster workflows to turn trendjacking into an always-on operating model.

In Episode 16 of Influencing Outcomes, the team unpacks the rapid evolution of generative AI, the rise of TikTok Shop and the growing global tension between platforms, governments and digital identity. From Meta’s mass removal of fake followers through to debates around algorithmic control and social media scrutiny at international borders, the conversation explores how trust, visibility and influence online are becoming increasingly interconnected.

The ACCC’s action against HiSmile and Grill’d is a wake-up call for brands on influencer marketing disclosure, greenwashing and consumer trust.

Eliza Lewis has been recognised at the 2026 B&T Women Leading in Tech Awards, following three years of rapid growth, global expansion and a leadership approach that’s reshaping creator-led sales at Fabulate.

Disclosure underpins trust in influencer marketing, but it’s still widely misunderstood. This guide explains why disclosure is a legal requirement, how it’s regulated across major markets, and what brands and creators need to do to operate transparently and compliantly at scale.

Creator marketing runs on trust. As the industry scales and scrutiny increases, disclosure is no longer a box to tick but a core part of a creator’s career infrastructure. This piece breaks down why disclosure matters, where creators get caught out, what regulators actually look for, and how clear, upfront transparency protects audience trust, brand relationships, and long term earning potential. Practical, global, and written for creators navigating a rapidly maturing industry.

December is busy on socials. These are the content formats creators are leaning into this festive season and why they’re working.

Creator marketing is delivering real commercial impact, but measurement has not evolved at the same speed. The next growth phase depends on integrating creators into formal media planning, forecasting and performance models rather than treating them as a standalone tactic.

Creator marketing has moved from experiment to expectation. Using insights from the IAB’s 2025 Creator Economy report, this piece explores how creators are now planned and funded like a core media channel, alongside the challenges brands still face around discovery, measurement, and AI. The focus has shifted from proving whether creator marketing works to proving how well it performs at scale.

ROI is no longer the full story. As econometric data sharpens our understanding of TikTok performance, a new framework is emerging, one built on attention quality, contextual relevance and deliberate format strategy. This piece explores why sustainable growth depends on engineering impact, not just reporting efficiency

As audiences rethink fame and influence, creators are stepping into the Super Bowl spotlight. This piece unpacks why creator-led talent is gaining ground, where it works, where it doesn’t, and how brands can balance cultural relevance with mass reach on the biggest advertising stage of the year.

This is what took over feeds in April. From “hallelujah” gratitude posts to AirPods swaps and painfully relatable “horror” moments, these are the trends creators couldn’t stop making and audiences couldn’t scroll past.

Prospect lists just got a quiet upgrade. More control, clearer ownership, and collaboration that actually makes sense, without the usual mess.

YouTube has made its position clear: creators are the future, and low-quality AI content is not. This article unpacks why that line in the sand matters for creators, brands and the wider media industry, and why authenticity remains the most valuable currency in modern video.

YouTube is no longer competing with television. It has become it. From 200 billion daily Shorts views to record breaking living room watch time, Alphabet’s latest earnings call confirms a structural shift in how video is discovered, watched and monetised. Prime Time has gone vertical, and creators are at the centre of it.

Fabulate integrates the YouTube Creator Partnerships API into its platform, giving brands verified first-party audience intelligence, structured workflows and measurable performance visibility across every YouTube creator campaign.

Learn why Fabulate uses account authentication, how it protects you as a creator and why it matters across Southeast Asia. We explain what we can access, what we can’t and how you stay in full control at every step.

The Fab 100 is more than a list. It reflects a year of real discovery behaviour from brands using Fabulate. By looking at who was searched and shortlisted, clear patterns emerge around what actually drives creator discoverability and why some creators show up again and again.

These are the trends that dominated feeds in March. From playful edits to instantly recreatable formats, this is what actually stopped the scroll.

CES offered a clear signal that creator marketing is entering a more considered phase, one shaped by intent, behaviour and context rather than surface level metrics.

Instagram just dropped a wave of updates creators have been asking for. Subtle shifts that will change how we build, refine, and get results from content.

Meta advertising is not about polish. It is about behaviour. Facebook and Instagram are habit platforms, opened reflexively and judged in milliseconds. After analysing thousands of high performing ads and creator led campaigns, this guide reveals the unspoken creative rules that decide whether ads disappear or scale. From why the first frame matters most to why creator style content consistently outperforms traditional brand creative, this is a practical playbook for building Meta ads that feel native to the feed and earn attention where it already lives. If your ads look good but do not perform, this explains why and how to fix it.

Finfluencers aren’t just a trend, they’re quietly rewriting how financial decisions get made. This piece explores the shift in trust from institutions to creators, why brands are leaning in, and what it actually takes to make influencer marketing work in a category where every word carries risk.

As EOFY becomes more considered, creators are playing a bigger role in how decisions are made, shaping the thinking behind purchases, not just the outcome.

To make your December planning easier, we pulled together ideas that are taking off right now, plus formats that brands are using successfully when they work with creators!

Your round up of the November trends TikTok couldn’t get enough of, with smart ways creators and brands can jump on these and keep their content feeling fresh.

January set the tone for 2026 with trends that leaned into nostalgia, humour, and emotion. From throwback aesthetics to playful persuasion, these are the social moments that actually stopped the scroll and why they mattered.

Instagram may be rethinking what social credibility looks like. In a quiet global test, the platform is replacing “following” with “friends,” highlighting mutual connections over one way attention. If this shift expands, it could redefine how creators build influence and how brands evaluate it, moving the focus from scale to real connection.

Fabulate unveils the next generation of AI built for brands and creators and it’s changing everything.

Discover Fabulate’s new granular project statuses and get clearer visibility across every stage of your influencer campaigns, from concepting to payment.

Fabulate authentication is a secure way to link social accounts so we can automatically pull post performance data from live campaigns.

Let's show you how to submit and edit a pitch for jobs with Fabulate

As influencer marketing in Australia continues to mature, Fabulate has reaffirmed its commitment to the industry by continuing its partnership with the 2025 AiMCO Awards. With record submissions, new categories and the launch of the AiMCO Summit, the program reflects a shift toward structure, standards and long-term thinking across creator marketing.

Symphony, TikTok's suite of generative AI tools, is integrated into leading APAC influencer marketing platform Fabulate. New tools will give users access to Symphony’s AI dubbing tool, video generator and digital avatars

Fabulate was represented at the YouTube Global Partnerships Summit in New York, sharing insights on creator partnerships and highlighting the growing influence of APAC-led innovation on the global stage.

Fabulate wins Gold for "Best Influencer Marketing Platform" at the Marketech APAC Awards.

Our momentum continues as Fabulate is recognised once again among Australia’s fastest growing technology companies.

This episode of Influencing Outcomes explores the strategic tensions shaping creator marketing today, from global brand investment decisions to the expanding role of AI in scaling creator ecosystems, and what that means for the future of talent, trust and long term creator strategy.

This episode of Influencing Outcomes explores the growing demand for accountability in creator marketing, examining how rising expectations around performance, pricing and long-term value are reshaping the way brands invest in the channel and measure its impact.

Creator burnout is rising as content demands grow. Fabulate explains how creators and brands can build healthier, more sustainable partnerships.

In Episode 15 of Influencing Outcomes, the team unpacks the growing tension between platforms, governments, AI and audience trust. From TikTok World and the rise of creator led entertainment through to the News Media Bargaining Code and the impact of synthetic content, the conversation explores how media systems are struggling to keep pace with the technologies reshaping them.

This episode unpacks three stories shaping the creator economy, from platform power shifts to failed creator deals and the growing impact of AI on how audiences engage with content. It explores what is changing across platforms, creators and brands, and what marketers should be rethinking as the space continues to evolve.

Episode 5 examines how creators are driving full-funnel outcomes with Amanda Bosch, exploring how large organisations use creators as long-term assets, where creator content outperforms brand ads, and what it takes to turn creator investment into measurable commercial results.

Episode 4 explores the rise of structured, commercially rigorous creator pitches with Lydia Feely, revealing what marketers now expect in the pitch room, where capability gaps are emerging, and how transparency, governance and technology are reshaping the next phase of creator marketing.

Episode 3 unpacks the new power shift in creator marketing with Genevieve Day, exploring how creators are evolving into full-scale businesses and how agencies deliver value in a fast-changing commercial landscape.

Episode 2 unpacks the evolution of creator marketing with AIMCO’s Patrick Whitnall, examining how governance, regulation and industry maturity are reshaping the way brands, creators and agencies work together.

Episode 1 unpacks the collision of culture, data and creativity with Eugene Healy, offering fresh insights for marketers and creators alike.

Live streaming is moving beyond gaming as personality-led creators on Twitch, YouTube and Kick become prime-time entertainment for brands.

Seven Cannes Lions 2026 takeaways for brands on creator ecosystems, AI, entertainment, community, effectiveness and the future of creator marketing.

In Episode 18 of Influencing Outcomes, the team is joined by creator, entrepreneur and Social Summit co-founder Amy Dickinson (TikTok: @amzdicko) to explore what it really takes to build an audience in today's creator economy. From authentic storytelling and community building to creator monetisation, reality television and the future of the creator industry, the conversation offers practical insights for both brands and creators looking to build lasting influence.

As creator-generated, AI-generated and user-generated content reshape marketing, Fabulate’s Nathan Powell explains how brands should use CGC, AIGC and UGC across the funnel

In Episode 17 of Influencing Outcomes, the team explores two major signals that the creator economy is entering a new phase of maturity: Accenture Song's acquisition of Whalar and LinkedIn's launch of its Creator Marketplace. The discussion examines why investors are increasingly backing creator-led businesses, the growing role of creators in B2B marketing, and the rise of AI-generated influencers as regulators begin demanding greater transparency. The episode also features a deep dive with Intender CEO Phil Oren, unpacking how social search, AI-powered discovery and changing consumer behaviour are transforming the future of search.

Creator culture isn’t just for the young anymore. This episode looks at the rise of midlife creators, unpacking what drives growth, why consistency matters, and how experience, trust and relatability are opening up new opportunities for both creators and brands.

YouTube’s been in the game forever, so why does it feel like the biggest opportunity right now? This episode unpacks what’s changing behind the scenes, and why brands should be paying closer attention

What does it actually take to last in the creator economy? This episode moves past growth metrics to unpack the mindset, structure and decisions behind building something that holds its value over time.

Creators are no longer just part of the media mix, they’re reshaping how it works. This episode looks at the growing tension between sports rights and digital influence, how AI could redefine product discovery, and why the industry is being pushed to finally standardise how creator marketing is priced.