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Whenever I read news or LinkedIn posts where the CEO of an agency announces, “We won a new client and are hiring 17 new team members,” I get a bittersweet feeling.

On one hand, it’s incredible to see a company grow, invest in the industry, and develop talent. But on the other hand, I can’t help but wonder: where will all these new hires go if the agency loses that client? Or how many agencies held back from that pitch because they didn’t want to risk having to hire a whole department?

We live in an era of transformation on multiple levels. One of the most significant, and the one I resonate with most, is the ability to humanize a brand. That’s exactly what a Content Creator or Influencer does.

Instead of traditional B2C (business-to-consumer) communication, we now operate in a B2C2C model (business-to-creator-to-consumer).

A Creator fosters a personal, human connection, delivering a message that feels one-to-one, yet reaches thousands or even millions. That’s why the influencer marketing industry has grown nearly 30x in the past decade.

AI has been part of our lives for over 50 years, often unnoticed. But only now are we witnessing the 

democratization of Artificial Intelligence (AI)

: with minimal investment, a laptop, and an internet connection, anyone can build a product, conduct complex data analysis, or create an assistant.

This democratization benefits everyone, especially businesses that now market themselves as AI-powered. Many went from barely understanding AI to positioning themselves as industry experts overnight. So, the real question is: 

How do we separate the good from the ugly? 

How can anyone in this space genuinely leverage AI? 

The answer is simple. I call it the success triangle:

The Marketing Discipline Most Impacted by AI

AI is set to transform both our personal and professional lives. However, its impact won’t be uniform. While some processes will see incremental improvements, others will undergo 

When applied to marketing, certain disciplines will experience a far greater impact in terms of

 than others. Take a look at the graph below:

In the chart, the X-axis represents MEDIA investment: the further right, the higher the spend. The Y-axis measures the staff required to deploy that media. Naturally, one might assume that as media investment increases, so does the team needed to manage it. But is that really the case?

When we compare disciplines like TV, Digital, and even Paid Social, increasing investment from $1M to $10M doesn’t mean a 10x increase in team size. In fact, these channels are highly efficient—the number of resources required to deploy $1M versus $10M remains nearly the same. The workload scales non-linearly.

Influencer Marketing tells a completely different story. The staffing needs grow at a steep, linear rate. A brand investing $1M in influencers typically requires a team of 3-6 to manage the campaign. But at $10M, that team often jumps somewhere between 15 and 30!

No other marketing discipline demands this level of heavy lifting to deploy media. Unlike traditional channels, where content is centrally created and distributed, Influencer Marketing operates at scale through individuals, each with their own voice, platform, and creative approach. A single campaign might involve hundreds of creators collaborating with a brand within days or weeks, leading to extreme fragmentation in execution.

Why traditional creative workflows can’t keep up with decentralized content creation

This dispersed, highly customized content creation model makes it nearly impossible to scale efficiently using traditional workflows. The media buy isn’t consolidated, and the output isn’t controlled by the brand or a creative agency - it’s shaped by independent voices, each with their own audience dynamics and creative outputs.

too staff-intensive, too complex, and too complicated

. Even when it makes sense to invest, the sheer operational load makes brands hesitant to scale up.

And it already has 3Billion+ Content Pieces worth of data.

With Universe, Primetag is redefining the Industry Paradigm. 

We believe the current way of working in this industry is flawed. With Universe, Growth in Creator Media will be possible, scalable and - more importantly - sustainable.

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