It's no secret that consumers are drowning in ads.

This will only increase as the barriers to entry become lower than ever to create content.

But the amount of available attention consumers have is only decreasing.

Consumers have infinite options, but finite attention.

This is why I think the future belongs to the creators.

People simply won’t accept an interruptive message trying to sell them something.

Consumers are more likely to buy into a product where they’ve spent hours consuming the creator's content, rather than a brand that forces them to watch a 30” ad.

Logos don't build trust. People do.

The brands that thrive will be built on empowering consumers, through entertainment, experiences and emotional impact.

The rise of AI generated content will mean we go full circle, it'll be the creative which matters most, just as it always should have been.