In this episode of Behind The Mirror, Keith Posehn and Dafra Sanou dive into the real edge creators have in an AI-driven world: authenticity, trust, and human connection.

From MrBeast to Jackie Aina to Becca Bloom, they break down why some creators build fanbases that no algorithm can replicate — and what that means for brands, marketers, and the future of discovery.

If you run partnerships, work with creators, or build growth programs — this conversation will change the way you see the creator economy.

Chapters

00:00 – Welcome & intro to the episode

01:05 – The idea of “AI-resistant” creators

02:20 – Trust as the foundation of creator influence

04:00 – Parasocial relationships and why they matter

06:00 – Full-self authenticity: MrBeast, Jaden Animations & more

09:40 – Jackie Aina: balancing privacy with trust

12:00 – Influence without oversharing: the power of selective authenticity

14:50 – Becca Bloom & engineered likability vs. genuine connection

17:10 – What brands should really look for in creators

19:25 – Creator discovery vs. AI discovery

21:45 – The future of creator trust in an AI world

22:30 – Closing thoughts & what’s next

Zorz helps brands launch and scale referral, affiliate, and partnership programs that convert.

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In this episode of Behind the Mirror, host Keith Posehn sits down with longtime friend and industry veteran David Rodnitsky, founder of 3Q Digital, for a deep dive into how artificial intelligence is reshaping the marketing landscape.

From the rise of zero-click search to the rapid evolution of LLMs like ChatGPT and Claude, Keith and David explore what these changes mean for marketers, agencies, and brands trying to stay relevant. They discuss the declining dominance of traditional SEO, how consumer behavior is shifting toward AI-driven answers, and why content still matters more than ever - even if the way it’s consumed is changing.

Other key topics include:

• How AI is disrupting Google’s business model and ad revenue

• The tension between AI-dominated, AI-native, and AI-resistant industries

• Where the biggest opportunities lie for performance marketers

• Why adaptability and strategy will be the most valuable skills in the AI era

Whether you’re a CMO, agency owner, or growth marketer, this conversation offers crucial insights into how to pivot, innovate, and lead in a world where AI is rewriting the rules of digital marketing.

Tune in to learn how to future-proof your marketing strategy before the next big shift hits.

Affiliate marketing is often dismissed as a bottom-of-funnel, last-click channel, but that perspective sells it short. In this episode, host Keith Posehn is joined by Ashley Whetung, Senior Consultant at Zorz, and co-host Liem Vuong to explore how affiliate and partnership programs can play a much larger role in demand creation, trust building, and brand growth.

From mass media publishers to creators and influencers, the discussion dives into how partnerships fuel discovery, drive efficiency, and deliver long-term ROI. Ashley breaks down how brands can test, iterate, and scale smarter—turning affiliate from a transactional channel into a strategic growth engine.

If you’re rethinking how affiliate and creator partnerships fit into your marketing mix, this episode will change the way you see the funnel.

Chapterization

00:00 – Introduction – Keith welcomes Ashley Whetung and Liem Vuong

00:30 – Affiliate Misconceptions – Why brands see affiliate as bottom-of-funnel

01:55 – Beyond Demand Capture – Affiliate as awareness & trust-building channel

04:00 – Expanding the Affiliate Spectrum – Mass media, creators, and hybrid models

06:10 – ROI & Up-Funnel Testing – ROAS, CAC, and opportunities beyond last-click

08:30 – Efficiency & Cash Flow – Performance-based payouts and ad spend efficiency

10:25 – Macro Environment Impact – Economic pressures shaping brand strategy

12:40 – Influencer Evolution – Hybrid creator models and long-term value

14:40 – Authenticity & Trust – Building lasting relationships through creators

16:20 – Case Studies – NordVPN, Skillshare, and other breakout examples

17:20 – Testing & Iteration – Building your affiliate/creator “muscle”

20:20 – Scaling Strategically – From first campaigns to repeatable growth

22:25 – Borrowing Trust – Startups leveraging partners for credibility

23:30 – Closing & Key Takeaways – Lessons on persistence, strategy, and long-term impact