The Rise of the 'Casting Era' in the Creator Economy

AI creator-matching tools are rapidly expanding across lower- and mid-tier influencer marketing because they are fast, cheap, and scalable.

At the premium end, brands are shifting to a casting-style model led by agencies that hand-pick creators for cultural fit and audience alignment.

BPCM’s work, including the CeraVe and Michael Cera campaign, is cited as a strong example of this more selective approach.

The split suggests automation will dominate efficiency-driven campaigns, while human judgment stays central for luxury and high-trust brand partnerships.