Scaling With People Human Connection Wins When AI Content Floods the Market with Tye DeGrange
Trust has become the scarcest resource in the digital marketplace. As consumer skepticism grows and advertising costs skyrocket, brands are discovering that third-party validation isn't just nice to have—it's essential for survival and growth.
Digital growth strategist Tye DeGrange pulls back the curtain on how affiliate marketing has evolved from a misunderstood, often maligned tactic into a sophisticated trust-building ecosystem. "Affiliate is probably the most misunderstood and the most underrated part of performance marketing," he explains, detailing how his agency Roundbarn Labs has helped technology companies like Nextdoor, MetaQuest, and Grammarly build authentic performance marketing programs that deliver measurable results.
The conversation takes a fascinating turn when exploring the intersection of AI and affiliate marketing. Brands are now seeking partnerships not just to reach consumers directly but to secure citations in AI systems like ChatGPT and Google's various LLMs. With AI-generated influencers gaining millions of followers (sometimes without disclosure), the premium on genuine human connection continues to grow. DeGrange predicts platforms facilitating authentic communication—particularly YouTube—will dominate by 2025 precisely because they're difficult for AI to replicate convincingly.
For founders and marketing leaders, DeGrange offers practical guidance on when to implement affiliate strategies (typically after achieving product-market fit, around the $5M revenue mark) and how to approach matchmaking between brands and potential partners. The key? Authentic alignment that audiences can feel. As he puts it, "Kim Kardashian might be great for skincare, but maybe not for a tire company." This thoughtful approach to partnerships creates the foundation of trust that makes modern affiliate marketing effective.
Ready to transform your marketing strategy from chasing clicks to building authentic trust? Listen now to discover how performance marketing can scale both your reach and your credibility in an increasingly skeptical digital landscape.