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April 3, 2026 | SIGN UP
Jim Cooper The pool of creators has become so vast and varied that it’s beyond the reach of humans working at agencies to tap with the precision, speed and repeatability demanded by their brand clients. As we reported this week, AI is has begun to shoulder that selection capability for agencies. Dentsu, for one, has rolled out an AI agent system called “Creator & Trends Studio” (CATS), which helps with influencer selection. CATS, in place since January, clicks into an API partnership with Meta, and makes recs on creators via filters such as subject matter, profile, and if they are part of a current social media trend. It’s a response to the reality that brands now work with so many creators – Walmart works with hundreds of thousands at this point – that manual creator campaign organization is nearly impossible. Read our most important AI coverage here every Friday, ICYMI.
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