AI Is Reshaping the Creator Economy — Will Your Content Business Survive It? | Susie Bulloch

Dec 4, 2025

Susie Bulloch, the founder of Hey Grill, Hey, is a barbecue content creator turned CPG entrepreneur. In this conversation, she shares how she grew a simple WordPress site into a thriving brand. Susie explores the growing influence of AI on the creator economy and emphasizes the importance of fostering real human connections. She discusses her pivot to product lines and in-person experiences, arguing that authenticity and relationships are key to thriving in an increasingly algorithm-driven landscape. The future of content is about community, not just clicks!

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ANECDOTE

Humble Blog Turned National Brand

Susie Bulloch started Hey Grill Hey in 2015 with a $35 WordPress site and grew it into a million-plus follower brand.
Organic recipes and community requests led to a successful product line and media appearances.

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ANECDOTE

Audience Demand Sparked Product Line

A viral sweet rub recipe drove audience demand that prompted product development in 2018.
Retailers approached Hey Grill Hey, leading to national retail distribution and CPG growth.

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INSIGHT

Platforms Are Closing The Open Web

AI has enabled mass copying and low-quality content that undercuts original creators.
Platforms now prefer keeping users on-site, reducing referral traffic to independent websites.

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How Hey Grill Hey Began

03:26 • 57sec

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Why Susie Focused on Women and Backyard Cooking

04:23 • 3min

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From Blog to Courses and Products

07:10 • 2min

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Building Retail and Team Growth

08:53 • 3min

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Organic Content Over Paid Ads

11:30 • 3min

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State of the Creator Economy

AI's Impact on Traffic and Trust

21:20 • 1min

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Pivoting Revenue Streams

22:22 • 3min

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Why Product and Analog Experiences Win

25:04 • 3min

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Transparency and Giving Away Recipes

27:59 • 2min

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Converting Followers Into Relationships

30:06 • 3min

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Leaning Into In-Person Events

Building Paid Communities

40:20 • 2min

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Community and Relationships as Antidote to AI

42:41 • 1min

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A Call to Creators: Plan for Disruption

#702 What if the future of content creation depends less on algorithms and more on real human connection? In this episode, host Brien Gearin talks with Susie Bulloch — founder of Hey Grill, Hey — about how she grew a $35 WordPress site into a thriving barbecue brand with viral recipes, national retail products, and a deeply loyal community. Susie breaks down how AI is reshaping the creator economy and why she’s pivoting toward products, community, and more “analog” experiences that algorithms can’t replace. This episode is a must-listen for anyone building a brand in the new era of content creation!

What we discuss with Susie:

+ Origin of Hey Grill, Hey

+ Breaking into a male-dominated BBQ space

+ Growing a content business organically

+ Launching a successful CPG product line

+ Impact of AI on creators

+ Shifts in the creator economy

+ Importance of audience relationship building

+ Pivoting toward analog and in-person experiences

+ Building paid communities and memberships

+ Preparing for the future of content businesses

Thank you, Susie!

Check out Hey Grill, Hey at HeyGrillHey.com⁠.

Follow Susie on all social platforms @heygrillhey.

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