content creation
Why it’s time we took Singaporean content creators more seriously
Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.
‘Digital twins are not the enemy’—H&M's AI influencer models spark debate
Following the news that fashion retailer H&M will use AI to create digital 'twins' of 30 models, we explore if it's a good idea, and what it might mean for creative campaigns.
CreativeX report finds brands waste millions on assets that are never used
Nearly all global campaign toolkits are never activated in local markets, according to the findings.
When creator content goes mainstream
There's no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM's William Wun.
Consumers prefer AI content from influencers, research suggests
More than half of consumers (60%) prefer creator content designed by generative AI, a new study has found.
A marketer's take on TikTok's exit from Nepal
The ability to reach a massive audience via TikTok has been an indispensable tool for brands in Nepal. But with the app's impending exit from the country, there's now a profitable opportunity for domestic players to step up and fill the gap, opines Ujaya Shakya.
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