VibeVO – Advertisers and creators in one ecosystem

Tag: content creators

  • Molson Coors: How to Speed Up Marketing and Quadruple Engagement with Content Creators

    Molson Coors: How to Speed Up Marketing and Quadruple Engagement with Content Creators

    Major beverage producer Molson Coors is radically changing its approach to interacting with content creators, abandoning outdated approval processes characteristic of the television era. The company is now focusing on speed and flexibility, which has led to a fourfold increase in audience engagement. This decision is particularly relevant for companies seeking to optimize their marketing budgets and maximize returns on investment in content marketing.

    Molson Coors’ new approach: “freedom within boundaries” for creativity

    Since March, Molson Coors, in partnership with The Shake Squad consulting group from Movers+Shakers agency, has begun implementing an updated strategy. Justin Stauffer, Senior Director of Creative Effectiveness at Molson Coors, did not disclose commercial figures but noted that the new system has been scaled to 230 marketers working with over 100 brands in the US and Canada, including Miller High Life, Fever Tree, and Zoa energy drinks.

    “We’re moving much faster than we were before because our legal team has been involved in the process from the beginning, they better understand the ecosystem and consumer behavior in this space,” says Stauffer.

    The problem of outdated thinking and its solution

    Evan Horowitz, CEO of Movers+Shakers, emphasizes that Molson Coors’ main problem is typical for many large companies: senior marketers grew up in a “television” world. This mindset was passed down to junior specialists.

    “The world has changed dramatically,” Horowitz notes. “The ecosystem has become much more complex, and brands that still use a television strategy have a broadcast mentality. They talk to customers without understanding that there are hundreds of parallel dialogues. This requires a fundamentally different approach to brand building.”

    To address this problem, Molson Coors introduced a “freedom within boundaries” system with the legal department. It classifies potential solutions into three categories:

    • Fast track: for quick approvals.
    • Requires discussion: for issues needing additional analysis.
    • Categorical refusal: for unacceptable proposals.

    Less is more: abandoning “TV campaigns” on social media

    The second key element of Molson Coors’ strategy is reducing the importance of individual publications and abandoning the treatment of organic social content as a “high-budget TV campaign.”

    Influencers vs. creators: what’s the difference?

    Horowitz notes: “There is no better platform, no better creator; there is only the question: ‘what audience is this brand trying to reach?’”. Stauffer and Horowitz distinguish between influencers and content creators:

    • Influencers: community and reach-oriented.
    • Content creators: focused on craft and creativity.

    This helps in drafting briefs: creators can receive more open-ended assignments, which requires some adaptation from a large company like Molson Coors.

    Measuring effectiveness and trusting new approaches

    For large companies, one of the challenges is the “measurement gap” in creator performance. “Marketing budgets don’t change as fast as consumer attention. Many large companies underfund organic social content and creator work because they can’t prove ROI, while their competitors allocate funds on faith and see results,” comments Horowitz.

    Experimental approach to content

    Horowitz’s team helped Molson Coors rethink its approach to measurement and content itself. “It has to be experimental. It has to be a place where we can test, learn, observe signals, learn about our communities, and build our brands from fans for the feed,” says Stauffer.

    The Shake Squad developed a training system for the entire organization, tailored to each brand and their “consumer cohorts.” This allowed Molson Coors to understand how each brand is represented in these groups’ social feeds. “We could see what was in the feed every day for a core Miller Lite consumer,” Stauffer adds.

    This culture-first approach helped shape briefs and embrace the power of “lo-fi” content, which feels more authentic and less polished.

    “We really had to redefine content quality in this space differently than we were used to doing for other channels,” Stauffer emphasizes.

    Molson Coors: how to accelerate marketing and quadruple engagement with content creators — illustration 2

    Trust as the foundation of success

    The last, and perhaps most crucial, element of a successful new social strategy for a company worth over $7 billion is trust. Trust in The Shake Squad’s advice and belief that a company that has existed for hundreds of years (Molson and Coors merged in 2005) can radically change its marketing strategy, becoming more agile and responsive.

    Molson Coors’ marketing team worked closely with The Shake Squad for several months, applying their research, advice, and expertise to develop a new approach. Horowitz noted that marketing executives approached the collaboration with a humility not common to all large companies, which made the process smoother and more experimental.

    According to Stauffer, this humility led to a complete overhaul: fewer restrictions, less hesitation, more focus on culture-centric content.

    Perhaps the future of Molson Coors’ marketing strategy will be more like e.l.f. — a cosmetics brand that Movers+Shakers helped grow from $220 million to $1.5 billion and become the number one brand among Alpha, Gen Z, and millennial generations in seven years. This “social-first” brand does not have a traditional marketing agency and only occasionally uses TV ads to create buzz.

    “They completely flipped the script,” Horowitz concludes.

    Frequently Asked Questions

    Why did Molson Coors change its marketing strategy?

    Molson Coors sought to adapt to the rapidly changing digital landscape, where traditional “TV-first” content alignment methods were outdated. The goal was to accelerate processes, increase flexibility, and boost audience engagement through collaboration with content creators.

    What is the “freedom within a framework” system?

    This is a new content alignment system with Molson Coors’ legal department that categorizes decisions into three categories: fast track, requires discussion, and outright rejection. It significantly speeds up approval processes and increases interaction efficiency.

    What is the difference between an influencer and a content creator?

    According to Molson Coors and Movers+Shakers, influencers are focused on reach and community, while content creators are focused on producing high-quality and creative material. This approach helps to create more precise briefs for different types of collaborations.

    How does Molson Coors measure the effectiveness of the new strategy?

    The company is moving towards an experimental approach where content is seen as an opportunity for testing and learning. The emphasis is on observing signals from communities and building brands “from fans for the feed,” which allows for a better understanding of the audience and the creation of culture-centric content.

    What benefits does a company gain by ordering “turnkey” video production?

    Ordering full-cycle video production allows a business to get all necessary services in one place, which significantly saves time and hassle. This eliminates the need to coordinate multiple contractors, reduces risks, and ensures a unified vision for the project from idea to implementation, which is critical for obtaining high-quality and effective content, as Molson Coors’ experience has shown.

    Conclusion

    Molson Coors’ experience demonstrates that for successful marketing in today’s digital world, it is necessary to abandon outdated approaches and trust new strategies. A comprehensive approach to content production, which includes not only creation but also strategic planning and adaptation to platform specifics, is key to increasing engagement and effectiveness.

    If you strive for the same results and want to optimize your marketing efforts, consider ordering full-cycle video production, which will allow your company to move at the speed of creators and reach new heights.

  • Case study: Leon Bridges — one expressive fragment leads to the full clip

    Case study: Leon Bridges — one expressive fragment leads to the full clip

    Campaign figures

    Metric Value Explanation
    Views 1,590,154 accumulated campaign counter.
    Declared fund $4,250 rewards budget.
    Approved works 28 individual content counter.
    Authors 11 by published counter.
    CPM by terms $1.00 rate per 1,000 counted views.
    CPV by rate $0.00100 equivalent per 1 counted view.

    Data cut-off 03.09.2026. CPV = CPM ÷ 1,000. This is a reward rate with eligibility conditions and limits, not the actual cost of the entire campaign. Fund does not equal expenses. Views are a total counter, not unique reach; approved works are counted separately. Views do not equal unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    The Leon Bridges campaign invited creators to work with the ready-made music video Talk It Over. The task was to cut short fragments, publish them, and introduce the audience to the new clip. The common source made the campaign cohesive, while the choice of moment remained the author’s work: it was necessary to find an excerpt interesting even to someone who knows nothing about the release.

    Cutting long videos into short ones allows selecting one expressive scene as an invitation to the full work. A music video already contains a common visual world, so a separate fragment can convey its mood without retelling the whole story. For the author, it is important to find a moment that is interesting in itself and does not require a long explanation. This approach is useful after the premiere: an already filmed video gets new small reasons to introduce itself to the viewer. Each of them maintains a connection with the song and leaves interest in the original.

    Leon Bridges — один выразительный фрагмент ведёт к полному клипу — illustration 2

    Show a new song through different fragments of its music video. On VibeVO, you can launch a video clipping campaign where creators find their own expressive scenes in one clip.

  • Case study: Tyla — Album Unfolds Through Multiple Performances

    Case study: Tyla — Album Unfolds Through Multiple Performances

    Campaign Figures

    Metric Value Explanation
    Views 2,356,416 accumulated campaign counter.
    Claimed Fund $3,000 rewards budget.
    Approved Works 47 separate content counter.
    Creators 32 by published counter.
    CPM by Terms $0.50 rate per 1,000 counted views.
    CPV by Rate $0.00050 equivalent per 1 counted view.

    Data cut-off 03.09.2026. CPV = CPM ÷ 1,000. This is a reward rate with eligibility conditions and limits, not the actual cost of the entire campaign. Fund does not equal expenses. Views are a total counter, not unique reach; approved works are counted separately. Views do not equal unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean direct placement by the brand.

    Instead of a single universal advertisement for the new album, Tyla’s campaign offered a whole set of source materials. Creators could work with the first live performance of That Girl on TODAY, a Chanel video, and the Is It Love performance. The task was simple: find the best moments, turn them into short posts, and maintain interest in A*POP through different facets of the artist.

    Multiple sources allow for changing the emotional emphasis while maintaining attention on one album. Editing highlights can showcase different performances and find a unique short story in each. For a music brand, this is a useful variety: the campaign does not depend on a single promotional video. One viewer will notice the performance of a specific song, another — the artist’s presentation in a different stage situation. The overall release ties these introductions together. The creator’s task is to choose a moment that clearly conveys the character of the material and generates interest in the music beyond it.

    Tyla — album unfolds through multiple performances — illustration 2

    Are you preparing an album and have already filmed several performances or videos? Gather them as the basis for a video clipping campaign on VibeVO, so creators can find different entry points into your release.

  • Case study: Netflix / Devil May Cry — one trailer, dozens of reasons to wait

    Case study: Netflix / Devil May Cry — one trailer, dozens of reasons to wait

    Campaign Metrics

    Metric Value Explanation
    View Volume Not disclosed in available published data.
    Declared Fund $2,400 rewards budget.
    Campaign Material 1 trailer official second season trailer.
    Finished Videos No data final quantity not published.
    CPM by terms $0.50 rate per 1,000 counted views.
    CPV by rate $0.00050 equivalent per 1 counted view.

    Previously published terms, checked 03.09.2026. CPV = CPM ÷ 1,000. This is a reward rate with admission terms and limits, not the actual cost of the entire campaign. The fund does not equal expenses. Views do not equal unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    The trailer is already assembled from strong scenes, but often one is enough for a viewer to become interested in a series. The campaign around the second season of Devil May Cry offered exactly this kind of work: take the official trailer and create short anime edits. A single approved source set the boundaries within which creators could find their own rhythm and moment for a first introduction to the story.

    Turning a long video into cuts is useful when one expressive scene is enough for a viewer to become interested in an entire story. Video clipping gives creators the opportunity to emphasize different aspects within the overall trailer. The full version follows one sequence, while short edits highlight individual moments and offer their own rhythm. For a franchise, this is a way to give fans material for creative dissemination of interest. At the same time, the common approved source helps maintain the visual character of the work and its connection to a specific season.

    Netflix / Devil May Cry — one trailer, dozens of reasons to wait — illustration 2

    Does your project already have a trailer or a big announcement? Launch its video clipping on VibeVO and invite creators to find scenes that make you want to start getting acquainted with the story.

  • Case study: eBay Live — Sell the Feeling of Discovery

    Case study: eBay Live — Sell the Feeling of Discovery

    Campaign Metrics

    Metric Value Explanation
    Views 42,388 Accumulated campaign counter.
    Claimed Fund $5,000 Rewards budget.
    Approved Works 20 Separate content counter.
    Creators 2 By published counter.
    CPM by Terms $2.00 Rate per 1,000 counted views.
    CPV by Rate $0.00200 Equivalent per 1 counted view.

    Data cut-off 03.09.2026. CPV = CPM ÷ 1,000. This is a reward rate with eligibility conditions and limits, not the actual cost of the entire campaign. Fund does not equal expenses. Views are a total counter, not unique reach; approved works are counted separately. Views do not equal unique reach or sales. Conclusions about marketing mechanics are editorial analysis; the presence of a campaign around a brand does not necessarily mean direct placement by the brand.

    A pack of collectible cards opens in a few seconds. But for an avid collector, these seconds contain an entire drama: what will be inside? In the campaign for eBay Live sellers, the source material was recordings of such unboxings. Editors were offered to extract the most expressive finds and reactions from long broadcasts, turning them into short, emotional stories.

    Such cutting of long videos into short ones preserves the most emotional part of the broadcast: anticipation, discovery, and reaction. For sellers, video clipping can be a way to explain the appeal of collecting without a long lecture about card series. Highlight editing is especially useful when the pleasure of a product is hard to describe in words but easy to see on a person’s face. It’s important to leave enough context so that the good fortune is understandable to a new viewer, and the emotional episode is linked to the process of buying and opening itself.

    eBay Live — sell the feeling of discovery — illustration 2

    Are there recordings of unboxings or demonstrations where viewers are genuinely surprised? Use them as the basis for a campaign on VibeVO: a short story can begin precisely with this reaction.

  • Mavely is now Later: Enhanced Capabilities for Your Business

    Mavely is now Later: Enhanced Capabilities for Your Business

    Your links, payouts, and team remain the same, but everything else has scaled significantly. Mavely is now fully integrated into the Later platform, providing you with the same familiar experience you’ve built your business on, but with much greater prospects. This merger opens access to Later’s extensive network of corporate partners, including brands like Nike, Wayfair, Unilever, and Southwest Airlines, as well as the ability to directly apply for promotional campaigns.

    Mavely is now Later: Enhanced Opportunities for Your Business

    Why did Mavely become part of Later?

    Later’s acquisition of Mavely in January 2025 was driven by a vision of the unique potential content creators were developing. For a year and a half, we watched you grow and thrive in your endeavors.

    This community has paid out over $300 million, a clear testament to what can be achieved when creators are consistently rewarded for converting content.

    “the creator economy is still young, but it’s evolving faster every day. It’s being built in real-time by creators, marketers, and brands who are striving to create something valuable without disrupting what already works,” notes Paige, CEO of Creator.

    Today marks the next step in our evolution, and it’s not just a name change on the login screen. The platform you’ve grown your business on is now fully integrated into Later, making you part of everything Later has created: a powerful engine for influencer marketing, a social media management platform, an infrastructure for social commerce, and a team of experts working with the world’s largest brands.

    How will the integration of Mavely and Later affect your income?

    • Turn affiliate marketing into sponsored partnerships: Your links now represent you to Later’s entire network of corporate partners, including Nike, Wayfair, Unilever, and Southwest Airlines. This means more opportunities for discovery by leading brands and securing paid partnerships that go beyond a single affiliate link.
    • Expand your earning methods: Instead of waiting to be noticed, you will soon be able to browse and apply for campaigns directly within the platform, at your convenience. These are two new ways to increase your income, and neither requires changing your current content creation process.
  • Track performance in real-time: You’ll maintain full visibility into clicks, conversions, and earnings, always knowing what’s working and directing more energy toward the content and brands that yield the best results, instead of acting on guesswork.

What remains unchanged?

All your previously published links continue to work exactly the same. Your commission structure and payment schedule remain unchanged. If you’re used to receiving payments on the 1st and 15th, that won’t change.

You’ll still get paid faster than most affiliate networks, many of which make creators wait up to 90 days.

The relationships you’ve built with our team also remain. Whether you relied on our team for strategic sessions or just needed a quick answer, the same level of personal attention remains. The logo on the screen has changed, but the people behind it are the same ones who have always been there.

More than just tools: support and growth

Building a content business can feel like a solo effort. Full participation in Later means you get more than just tools. You get a support system that shows up at the most important moments, including strategic coaching, educational resources, in-person meetings, and press opportunities that can elevate your profile beyond your audience.

You also get direct access to Later Social — a platform that helps creators plan, schedule, and publish their content to Instagram, TikTok, Facebook, LinkedIn, Pinterest, and other social media, using a single organized calendar.

What does this mean for partner brands?

For brands that have already built creator commerce programs through Mavely, this work is fully protected and now connected to a much larger influencer marketing ecosystem. For brands already working with Later, this adds new, measurable ways to run influencer campaigns.

Affiliate marketing, creator activation, and performance-based partnerships are all now available on one platform.

Later is now a unified platform where brands can discover creators, activate them, and see exactly how their content drives real business results, from the first click to the final sale.

Mavely is now Later: enhanced opportunities for your business — illustration 2

What’s next?

The best news is that you don’t need to do anything for this transition. Log in, and everything you’ve created will be in place, but now under the Later name and with many more features. In the coming weeks, you’ll start to see new opportunities from Later’s network of brands in your account, and we’ll keep you constantly informed about what that looks like.

Frequently Asked Questions

Why is Mavely becoming Later?

Mavely is becoming Later to provide creators with enhanced opportunities, access to a larger network of brands, and an integrated platform for social media management and marketing, combining the best features of both systems.

Has Mavely shut down?

No, Mavely has not shut down. Your account, links, and earnings will remain exactly the same. Everything you’ve built will stay, it’s the same home with a new name.

Will my commission rates change?

No, your commission rates and brand deals will remain the same. Your trusted tools will stay the same, but with stronger support.

Will my payout schedule change?

The payout schedule remains the same: the 1st and 15th of each month, with no interruptions. While other networks might make you wait 60-90 days, we continue to pay faster and more frequently.

What will happen to my mave.ly links?

They will remain active and continue to generate revenue, as every link you’ve already published will work. If anything changes in the future, we will notify you well in advance.

Do I need a new account or password reset?

You don’t need a new account or password reset; you just need to update the app to see the new design. This ensures you have one less thing to worry about, so you can continue to focus on growing your business.

Is my data safe?

Yes, your data is safe, as we maintain the same data protection and privacy measures with no changes. The way your information is stored and processed has not changed.

What’s new for me?

You can expect more brand partnerships, more opportunities to participate in campaigns, and a larger network behind you. Being part of Later means you have access to leading brands and more ways to maximize your earnings.

Am I on my own to figure this out?

No, you are not alone. The same creator success team and support you already know are here to help. You’ll never figure this out alone, that’s the point of being part of a larger team.

Conclusion

The integration of Mavely into Later is not just a rebranding, but a strategic expansion of opportunities for content creators and brands. By combining advanced tools for social media management, influencer marketing, and social commerce, Later offers a single window for all needs. This solution is designed to relieve you of the “headache” of finding and coordinating disparate services, ensuring budget and nerve savings. We are confident that the new platform will be a powerful catalyst for your growth, providing access to unprecedented opportunities and reliable support. Contact us to learn more about how Later can transform your business.

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  • Kick launches advertising: a direct channel to Generation Z

    Kick launches advertising: a direct channel to Generation Z

    The streaming platform Kick, associated with Stake.com, has officially launched advertising in live streams. Almost four years after Kick’s start, it introduces a new revenue stream that could benefit both creators and brands. Previously, Kick avoided advertising: monetization for creators was based on a rewards program tied to watch time and small prize pools. However, with the platform’s growth, the introduction of ads became inevitable.

    As early as December, Kick CEO Ed Craven confirmed that the company would introduce advertising “at some point” in the future. “Enjoy the absence of ads while you can,” said Craven. Now, ads on Kick have become a reality, and they arrive at a pivotal moment. The platform attracts millions of concurrent viewers on its biggest streams, with monthly viewing volume exceeding 300 million hours.

    Scale and audience

    In the ad launch announcement, it is noted that Kick now has over 100 million active users. This is a massive audience, and 81% of them are aged 18 to 34. Kick claims its advertising can connect brands with the hard-to-reach Generation Z, echoing arguments heard before.

    “The viewer is everything on KICK. They’re not just watching in the background; they’re in the chat, they’re part of the stream,” said Ryan Webb, Kick’s head of growth and revenue. “We’ve spent over three years earning this, building a platform where creators want to stream and communities want to spend time.”

    Challenges and solutions

    Now that Kick has ads, the platform will have to face the same issues that cause headaches on other streaming services. For example, Twitch is forced to give streamers more control over ad breaks and manage their duration. YouTube, in turn, experiments with less intrusive ad formats.

    Kick launches advertising: a direct channel to Generation Z

    For now, Kick responds to potential obstacles with a “wait and see” strategy. The platform asks creators to report inappropriate ads but also warns that the length of breaks may vary. For poorly timed interruptions, there is a stream rewind feature launched last year.

    Gold rush

    Perhaps in the future Kick will develop more refined advertising policies, but first there will be a gold rush. Creators have attracted millions of hours of attention on Kick. Now we’ll find out how much that attention is really worth.

    Frequently asked questions

    How will Kick deal with inappropriate ads?

    Kick asks creators to report inappropriate ads but has not yet introduced strict moderation algorithms.

    Kick launches advertising: a direct channel to Generation Z

    Will ads affect the viewing experience?

    Variable breaks are expected, but the stream rewind feature will help viewers not miss important moments.

    What ad formats will be used?

    For now, Kick has launched standard in-stream ad inserts, similar to other platforms.

    If you are a content creator or brand, now is the time to explore advertising opportunities on Kick. Contact the platform to learn the terms and start earning from audience attention.

  • Nearly a third of American adults watch financial content on YouTube daily

    Nearly a third of American adults watch financial content on YouTube daily

    Nearly a third of American adults watch financial content on YouTube

    Analytical company Precisify has published the report Precisify Insights: Finance 2026, which shows how strongly YouTube influences Americans’ financial decisions. Nearly a third of adult US residents (32%) watch financial content on the platform daily. Another 26% do so two to three times a week, and 16% once a week.

    How Americans use YouTube for financial decisions

    According to a survey of 1,000 people aged 18 to 55, 22% of Americans turn to YouTube specifically for savings and investment advice. TikTok also plays a role: 15% of respondents receive such recommendations there.

    Primary breadwinners in families are especially active in using YouTube for important financial decisions:

    Nearly a third of American adults watch financial content on YouTube daily
    • 35% — before new investments
    • 27% — before applying for a credit card
    • 22% — before opening an account or purchasing insurance
    • 16% — for general financial well-being decisions

    72% of primary breadwinners stated that they use YouTube to compare financial products and services. In fact, by turning to YouTube, people consult with content creators. The platform features well-known figures such as Caleb Hammer with the show Financial Audit, Coffeezilla with exposés of crypto schemes, and Dave Ramsey, who has been giving financial advice for decades.

    Expert opinion on the trend

    Denis Krushell, Commercial Director at Precisify, noted: “YouTube, creators, and apps are becoming central to how people learn about, evaluate, and act on financial decisions. The data shows that trust, education, and consideration are no longer separate stages in the financial journey. Consumers build confidence through content, compare products in a digital environment, and take real actions — from downloading apps to changing habits and opening new accounts.”

    Nearly a third of American adults watch financial content on YouTube daily

    Digital financial behavior extends beyond early adopters

    The study also revealed that digital financial behavior has moved beyond early adopters: 41% of American adults actively use online banks or apps, compared to 47% of traditional bank users. Financial apps such as MoneyLion and Current have been actively sponsoring YouTubers for years, and some creators, like Hammer, have launched their own budgeting apps. MrBeast’s Beast Industries acquired Step, a money management app for young people.

    Travis Witteveen, Head of Product and Portfolio at MoneyLion’s parent company, noted: “Precisify’s findings confirm what we see in consumer finance: people are increasingly discovering, researching, and vetting financial products in a digital environment before moving to a brand’s website or app.”

    Nearly a third of American adults watch financial content on YouTube daily

    Conclusions and recommendations

    Precisify emphasizes that financial brands can no longer view YouTube, creators, and apps as secondary channels — they are becoming key to building trust and driving decisions.

    Want to stay up to date with the latest trends in finance and technology? Subscribe to our blog and follow the updates!

  • Stanley uses AI for processes, but not for creative in advertising

    Stanley uses AI for processes, but not for creative in advertising

    Stanley uses AI for processes, but not for creative in advertising

    Lifestyle brand Stanley 1913 actively uses artificial intelligence for internal processes but refuses to use it in advertising creatives seen by consumers. This was stated by Chief Brand Officer Kate Ridley. While many companies strive to automate everything—from media buying to content production—Stanley draws a clear line: AI is acceptable everywhere except what the customer sees.

    Stanley’s position on AI in marketing

    According to Ridley, the company “has not used AI for external, consumer-facing creative” and does not plan to do so in the foreseeable future. While many brands aim to automate everything—from media buying to creative production, citing speed and cost savings—Stanley draws a clear line: AI is acceptable everywhere except what the customer sees.

    Where AI is applied

    Artificial intelligence is used in the stages of ideation, concept, and pre-production. “AI takes over a lot of manual work in our processes and is useful in personalization, but I don’t see us using it in a creative sense,” Ridley emphasized. This policy applies even in the new campaign for the Vitalized Temp bottle.

    Stanley uses AI for processes, but not for creative in advertising

    Focus on in-house resources and creators

    Instead of outsourcing creative work, Stanley invests in its own team: internal departments in North America and Europe, as well as its own photo studio, which serves as the brand’s content engine. The company has significantly increased its budget for working with content creators.

    “We’ve returned to a more traditional approach—seeding and providing the product to more creators for authentic connections. For Gen Z, this is important: they can smell fake paid relationships from a mile away,” Ridley noted.

    Internal rules for using AI

    Stanley is developing internal restrictions on AI usage. “We have different creative centers in regions that create their own marketing tools. We need to ensure that if they use AI for personalization, they do it consistently with the same boundaries,” Ridley explained. The company does not rule out completely abandoning AI, but for now, it focuses on human creativity.

    Stanley uses AI for processes, but not for creative in advertising

    Frequently asked questions

    Does Stanley use AI to create advertising?

    No, the company fundamentally does not use generative AI in content that consumers see.

    Where is AI used at Stanley?

    AI is used in internal stages: ideation, concept, personalization, and process optimization.

    Stanley uses AI for processes, but not for creative in advertising

    How does Stanley promote products without AI?

    The brand relies on its own creative teams and work with content creators through authentic collaboration.

    Conclusion

    Ultimately, Stanley chooses a balance: AI efficiency inside the company and human creativity in what customers see. This approach could serve as an example for other brands seeking a middle ground in technology use. If you want to learn more about brand strategies in the AI era, subscribe to our updates and stay informed on the latest trends.

  • Patreon Moves from Persuasion to Blocking AI Scrapers

    Patreon Moves from Persuasion to Blocking AI Scrapers

    Patreon, a platform for creators to monetize content, is moving from persuasion to blocking AI scrapers. Instead of simply asking bots not to collect data via robots.txt, the company has begun actively blocking them using Cloudflare technologies. As reported on the Patreon blog, AI scrapers ignored old restrictions, making thousands of access attempts per week — now that number has dropped to zero.

    Why Patreon Took Harsh Measures

    AI scraping has become much more sophisticated since 2023, when Patreon first introduced protective mechanisms. Patreon’s payment gateway has long protected content from crawlers, but new features like the updated Home Feed and Quips posts have opened more data to AI.

    Cloudflare now offers tools to limit AI bots, including the Pay Per Crawl marketplace, where sites can charge for scraping. Patreon uses AI Crawl Control technology to actively block training bots, leaving access only to those that index content to redirect users back to the platform.

    What Changed Technically

    Instead of passive robots.txt, Patreon has moved to active blocking at the infrastructure level. AI training bots can no longer access content, even if they ignore standard instructions. Patreon clarifies: “Consent should not depend on whether the scraper decides to behave well.”

    During testing, weekly access attempts by individual AI bots fell from thousands to zero.

    Patreon’s Position and Market Reaction

    Drew Rowney, Patreon’s product director, stated: “Creators deserve a voice in how their work is used by AI companies. Our vision is audience growth without forced AI training.”

    Patreon переходит от уговоров к блокировке AI-скрейперов — illustration 2

    This is part of a global trend: more publishers and content creators are realizing that AI is consuming their content for model training. Cloudflare recently changed its policy, blocking “mixed” crawlers by default on pages with ads.

    Frequently Asked Questions

    Does Patreon block all bots?

    No. Bots that index pages and redirect users back to Patreon are allowed. Only those that train AI models without permission are blocked.

    How does this affect creators?

    Creators are now protected from unauthorized use of their work for AI training. They can grow their audience without fear that content will be scraped without permission.

    What is Cloudflare’s Pay Per Crawl?

    This is a marketplace where site owners can charge AI bots for scraping. Patreon does not yet use this model but actively blocks unauthorized access.

    Patreon demonstrates that even large platforms can effectively protect content without compromise. If you are a creator, consider: how is your work being used by AI? Patreon offers an alternative — control and respect for your labor.