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International Business Times UK
International Business Times UK
Business
Jim Manzon

How Meta's AI Partnership Tool Could Reshape the £480B Global Creator Economy — and Threaten Independent Influencers

Meta Economy Facebook Instagram
Social media platforms are increasingly using AI to connect brands and creators, reshaping discovery and earnings. (PHOTO: Unsplash)

Meta has unveiled a suite of AI-powered tools designed to assist brands in discovering, evaluating, and partnering with content creators at scale—potentially transforming the way the multibillion-pound creator economy functions.

Announced on 11 December, the new features will enable advertisers to automatically surface user-generated content, affiliate posts, and branded collaborations within Meta's Partnership Ads Hub. For brands, the benefits are compelling: according to Meta, partnership ads deliver 19% lower cost-per-acquisition and 13% higher click-through rates compared to standard campaigns.

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