Inside Unilever’s 300,000 creator network: the logistics behind the headline number

By now, the Unilever creator story is a familiar one. Last year, the conglomerate announced plans to center creators in its marketing , and has since built an army of 300,000 of them, activating 50,000 at this year’s FIFA World Cup . What’s less well understood is everything underneath that headline number —the logistics of running a network that size, the AI infrastructure propping it up, and the risks of automating something as human as the creator economy. With CEO Fernando Fernández recently crediting creators for the company’s growth on an earnings call, now’s as good a time as any to dig into the practicalities of running a network…

This is a curated summary. The full story was reported by Digiday.