Snoop Dogg, knockoff Spice Girls & the death of Christmas in July

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→ Can AI replace creator talent management?

Entrepreneur and creator, Grace Beverley recently revealed the launch of a NEW AI talent business called Retrograde. A 24/7 AI talent agent accessible to creators of any size, anywhere, any time. The AI agent will communicate directly with creators via WhatsApp, responding to emails, negotiating brand deals and processing invoices. Retrograde hopes to provide creators with an alternative to talent management, streamlining the process, whilst allowing creators to have full visibility of brand conversations.

But can AI really replace real life management? ⤵

The Pros:

» Setting up a brand partnership is admin heavy – briefing, negotiations, content delivery, timeline management, edits, invoicing (we could go on!) ultimately means resource and time. AI is a great solution for streamlining processes and helping to minimise the admin side of content, creative delivery and campaigns, for all parties involved.

» Size matters– the platform is accessible for creators of any size. Those who are in the early stage of growth may not be big enough to have an agency rep them, but still need support. Retrograde could be a great solution for those in the nano to micro bracket (if they make it through the waitlist!).

The Cons:

» Nuance In Negotiations– whilst AI is accelerating its capabilities at pace, it lacks the ability to understand nuance. During the negotiation phase, a manager is there to refine and revise, looking at the subtle switches to make a partnership the best it can be, both for talent and brands. AI can’t do that…yet!

» Best Interest and Due Diligence – the role of a talent manager flows far beyond landing deals; it’s to have your talents best interest in mind, interrogate brands and briefs, and behave as a guardian to the creators and artists you represent. Bigger picture thinking is key to successful growth, something AI lacks.

» Relationships Are Everything– personal interaction is pivotal. Often brands invest in creators due to authentic relationships and a personal rapport is a huge part of building authentic connections. Having an AI bot email a brand manager simply isn’t the same. Think about the times you’ve tried interacting with a chat bot for customer service and how infuriating it can get!

Either way, it will be interesting to watch Retrograde’s journey. Whilst we can’t see it replacing human management entirely, it could be a valuable opportunity to streamline process and for smaller creators to access a professional service; we predict a blend, not a replacement!

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→ Is Christmas in July dead?

July used to mark the beginning of one of the most crucial seasons of the year for beauty brands. But has anyone else noticed that Christmas in July is on the decline?

While editorial pitching has remained a staple in July, festive eventing has shifted dramatically with timelines being pushed backwards in the calendar year in order to take a digital-first approach. And yes, while the retailers synonymous with Christmas gifting (namely Boots, M&S, Superdrug and Look Fantastic) continue to leverage the space with their joyful, glittering showcases to industry, we’re seeing a rapid decline in investment in these types of traditional PR activities.

Yet with two-thirds of Brits starting Christmas shopping by August or earlier (Source: Bazaarvoice) and being informed by these types of events, why are we seeing the decline?

We spoke with our Head of Beauty, Laura Rockey:

“The growth of digital commerce is leading to an always-on approach to shopping, especially within the beauty category. Not only this, but the UK PR calendar landscape has changed. We’re seeing brands change their traditional blueprint by investing in brand-first activations, along with aligning to the growing Black Friday momentum and alternative cultural holidays.”