YouTube is releasing a Gemini-powered Creator Partnerships suite of tools designed to help brands more easily find the right creators to work with and automate parts of the process like matching and campaign management.
The tools, whose release coincides with IAB NewFronts, which kicked off yesterday, signal a concerted push to scale creator partnerships by automating much of the manual work involved. Brands will be able to find creators using agentic capabilities, inputting basic language prompts to find matches rather than manually searching for creators or going through a third-party for recommendations.
Creator Partnerships will also eventually allow brands to reach out directly to creators on the platform, as well as edit and manage affiliate links sent to creators.
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