AI assistants like ChatGPT, Gemini and Perplexity are quietly becoming the first filter in how brands shortlist creators, but most influencers are still focused on gaming Instagram and YouTube algorithms rather than building the broader digital signals AI models rely on. This Storyboard18 feature explores a growing gap in the creator economy, featuring Ajay Varma, Managing Partner at 0101.Today, who argues that AI has become the first intern in the creator discovery process, faster and more efficient than hours of manual scrolling, but one that rewards authority over popularity. Varma notes that AI trusts what others say about you more than what you say about yourself, meaning consistent media mentions, credible websites, niche expertise and third party validation matter far more than follower count alone. The piece makes a compelling case that creator agencies must evolve from talent directories into digital reputation architects, and that for creators, AI optimisation is no longer optional. It is the next evolution of search.
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