We often talk about creators as artists or entertainers, but the reality in 2026 is much simpler: Creators are small business owners.

In this episode, Tim Sovay, chief partnerships officer at global influencer marketing platform CreatorIQ, breaks down the monumental shift from simple influencer posts to complex creator commerce. The conversation explores why micro-influencers are seeing a resurgence in a world craving authenticity, and why legacy brands such as Gap are finding new life through creator partnerships. Brands face an equally significant challenge: shifting their focus away from “celebrity” influencers and instead identifying the micro-communities that are the true source of strong engagement.

Sovay also dives into the logistical hurdles facing the industry — specifically the “messy middle” of marketing workflows — and how AI is poised to streamline everything from discovery to payments.

The sound bite

"Every brand became an e-commerce brand overnight."

The takeaways

Micro-influencers are gaining traction again due to their higher engagement rates.
Brands need to integrate creator marketing into their overall strategies.
The constant delay of creator payments are impacting creators’ businesses.
AI will play a crucial role in streamlining marketing workflows.
Brands must focus on building long-term relationships with creators, versus one-off projects.
The rise of creator commerce is reshaping marketing strategies.
Understanding ROI is essential for both brands and creators.
Legacy brands such as Gap are making a comeback in the creator space.

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