At IPX, we caught up with Courtney Sauceda, Senior Director of Product Management, to hear about industry innovation and how the industry grapples with accelerated change.
“Our big thing is really finding a way to surface information, help the brands optimise where they're landing and ultimately pay out for and give credit where credit is due, for the content and the creators that are working so hard to keep a brand visible in those search results,” said Sauceda.
But while tech is emerging to provide a clearer lens into LLM visibility, the industry is contending with theft of content.
“It's not ideal that these massive AI search engines are pulling content and really surviving and thriving based on publisher and creator content. But we also know that's a really important and authentic part of how a consumer makes decisions,” said Sauceda.
“So, figuring out what is that locking mechanism and what does it take to unlock it? What's that cost? Is going to be is where the market does have to come together,” she added.
Meanwhile, on the monetisation and remuneration side of the conversation, “payments are sexy again,” said Sauceda, and discussed the evolution of paytech enabling anytime withdrawals for creators.
“We'll also be looking at ways to extend into gift cards, crypto payments,” she noted.
Looking ahead, Sauceda said, working in the creator world, the innovations she’s most excited about are in creator networks on social platforms and the visibility and data they're opening up.
“That ends up being a huge unlock for us on many levels,” said Sauceda. “Whether that's things that we can tap into within AI, things that we can tap into within our measuring ecosystem, and ways to really help brands and creators connect more authentically and more quickly to drive those partnerships.”
Watch the full video below.
