Session Replay
AI With a Human Touch:
Building Better Creator Partnerships at Scale
AI has the power to revolutionise creator marketing—but the key to success lies in using it to enhance, not replace, the human connections at the core of successful creator partnerships. In this session, industry experts share actionable strategies for integrating AI into workflows to give you more time to focus on what really matters: building relationships. Learn how to balance automation and human creativity to streamline processes, supercharge decision-making, and scale campaigns efficiently—while keeping authentic relationships at the heart of your strategies.
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Session Replay
From Tastemakers to Talent: How Creators Are Redefining Entertainment
This session explores how creators have evolved from content contributors to cultural powerhouses shaping the future of entertainment. Leaders from Amazon, YouTube, and Buttermilk reflect on the platform-driven shift that gave creators not just distribution, but influence—turning passion into programming. You’ll learn how Gen Z’s participatory mindset is driving demand for co-creation, why authenticity and trust are the new entertainment currencies, and how brands can tap into niche communities with global resonance. With examples from Prime Video, YouTube trends, and creator-led commerce, this conversation reveals what’s next when creators move from the sidelines to the spotlight.
Roya Zeitoune
Head of Culture & Trends, EMEA, YouTube
Lucrece Loeb
Head of Creator Marketing, EU, Amazon Creators
