The ad industry is defining the line between “creator” and “influencer.”

The ad industry is defining the line between “creator” and “influencer.” The discussion on how these two categories of brand partners vary has been going on for a while now, but marketing experts are looking at it this way: creators focus on producing “original, platform-native content,” while influencers are often leveraging (much larger) pre-built audiences to drive immediate impact. This distinction is also extending to new categories like “makers,” who use artificial intelligence or innovative tech to produce content. As content strategies shift, creators are prioritizing collabing and long-term partnerships, while influencers leveraging short-term, transactional campaigns. The rise of AI influencers further complicates these distinctions, with some arguing that AI cannot truly be a creator—but that’s an entirely separate debate. (Digiday)