5 Takeaways from Creator Power: The Business of Influence with Adobe, Meta, Smosh and Michelle Khare

Creators are no longer just content producers; they are building media businesses that compete with traditional Hollywood studios.

From audience engagement and sponsorship strategies to AI-driven tools and production efficiency, the business of creators is evolving rapidly.

To help make sense of it all, TheWrap brought together leading creator Michelle Khare as well as industry experts including Jared Carneson (Adobe), Alessandra Catanese (Smosh), and Megan Bycel (Meta). Their candid discussion offered sharp insights on how creators are monetizing their influence and how AI is shaping the future of content creation.

Normally reserved for WrapPRO subscribers, this exclusive content is made available through Adobe’s sponsorship.

KEY TAKEAWAYS

Creators as Media Empires
Creators like Michelle Khare are moving beyond content creation to become full-fledged media businesses, with YouTube backing Emmy consideration and the creator economy projected to reach $480 billion by 2027.

Audience-First Approach Wins
Authenticity and engagement now trump traditional Hollywood gatekeeping. Fans choose creators for genuine connection, giving creators a direct path to influence and revenue.

Organic Brand Extensions
Creators are monetizing through merchandise, sponsorships, and experiences aligned with their brand — turning audiences into customers without compromising authenticity.

YouTube Dominates Living Rooms
Per Nielsen, YouTube outpaced Disney in total viewing time, proving creator content is mainstream entertainment, not just an online niche.

AI as a Creative Enabler
From captioning to editing, AI helps creators focus on storytelling, not grunt work. AI is being used as a tool to optimize creativity instead of replacing human stories.

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This roundtable is presented by Adobe

Adobe empowers everyone, everywhere to imagine, create, and bring any digital experience to life. From creators and students to small businesses, global enterprises, and nonprofit organizations — customers choose Adobe products to ideate, collaborate, be more productive, drive business growth, and build remarkable experiences.

Want to learn more about the Creator Economy?
Get the scoop at TheGrill 2025

As traditional studio models are disrupted, creators like Dhar Mann are building full-scale production companies and hiring Hollywood execs like Sean Atkins to lead them. With 10B annual views and 200+ employees, Mann is rewriting the Hollywood model.

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TheWrap is committed to leading critical conversations around industry disruption. As AI and creator-led models take center stage, WrapPRO is tapping into these forces to inform, connect, and elevate the next wave of innovation and talent shaping the entertainment business.

📌 AI in Hollywood: A Creative Turning Point

Artificial intelligence is Hollywood’s most debated topic, reshaping everything from studio partnerships to visual effects. TheWrap gathered leaders from Nvidia, Moonvalley, Flawless AI, Adobe, and “Brooklyn Nine-Nine” to unpack where it’s headed.

Insights Include

• The unexpected ways AI is already shaping Hollywood
• What top executives think the industry isn’t ready for
• Where the next big shift in storytelling could come from

These roundtables are one of the many perks for WrapPRO subscribers. Sign up for a free 14-day WrapPRO trial now and get exclusive access to these conversations as they happen.