Marketing teams are quietly moving away from improvisation and toward something far more powerful: operational discipline.

The creator economy has entered a new stage. The dominance of edited feeds, polished transitions and perfectly curated aesthetics is weakening. Audiences trust creators who can show up live, speak without filters and create a sense of presence. Brands that rely on traditional influencer marketing campaigns are beginning to shift budgets toward real time creator formats. This is not a small trend. It is a global reset.