What happens when brand safety and speed meet the messy magic of real human influence? We bring on influencer marketer Emma Curry to explore where AI-driven creators can help, where they can harm, and how transparency keeps audiences on your side. From synthetic personas that never miss a talking point to the irreplaceable trust earned by human voices, we map the tradeoffs and share a practical framework: keep humans in the loop, use AI to pressure-test briefs, and pick categories wisely so you don’t sell perfection where people need honesty.

Then we get tactical. Retail media keeps accelerating, demanding more assets, more often. We break down how to structure creator shoots for evergreen use, capture both short video and lifestyle stills, and design modular CTAs that swap by retailer without losing the story. Emma shares a favorite move, bring social into the store. An original song cut for in‑store radio during the holidays became prime exposure and a masterclass in stretching one asset across channels where buying actually happens.

We also wade into the contracts that decide your ROI: usage windows that match retail turnover, the extra costs of in‑store and CTV, and when SAG-AFTRA rules apply. The headline: don’t commission content without a plan. Decide where it will live, how it will refresh, and what success looks like before you press record. Plus, we have fun with quick hits on ads in public restrooms and smart fridges, BNPL holiday habits, and “Campaigns We Love,” featuring Huggies’ cheeky “Do It for the Team” and Walmart’s nostalgia-rich WhoKnewville.

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