Consumers increasingly discover products through creators—and AI-powered search engines have surfaced as trusted voices – and could be leading the way brands earn attention and drive purchases. With change always coming so fastJoining us is Nicki Seaborn, Head of Creator Product at Later, where she helps some of the world’s leading brands build creator strategies that don’t just generate engagement—they drive measurable business outcomes. From influencer partnerships and affiliate programs to creator commerce and AI’s growing role in discovery, Nicki is at the forefront of helping marketers adapt to how people actually shop today. In this conversation, we’ll explore why AI search is making creator marketing more important than ever, how leading brands are evolving their creator programs, the biggest mistakes even experienced marketers still make, and what CMOs need to understand as creator content becomes a key part of the customer journey. We’ll also look ahead at the future of creator commerce and the mindset shift Nicki hopes every marketer takes away from her upcoming talk in Nashville.

Listen on Spotify, Apple, Amazon Music

About Later

Later is the leading influencer marketing and social partner built on insight, not guesswork. We help brands choose the right creators and launch campaigns with confidence, backed by intelligence you can trust and experts who know how to make it work.

To learn more, visit later.com