A generation of content creators is growing up, and so are the brand deals they’re being offered. A recent WordPress VIP survey suggests 60% of U.S. consumers consider AI use in brand messaging a “turnoff,” and creators act as an authentic antidote to hyper-polished, surreal slop. Elder millennial and Gen X creators bring mortgages, burnout, parenting, health scares, and mid-career pivots into their feeds: real-life problems that are hard to fake and increasingly valuable to brands looking for credibility with older, higher-spending audiences. Digiday spoke with two creators, two agency execs, and a creator platform executive about how…
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