AW360: Heather Nichols on the Creator Economy & Ethical Future of AI

The following summarizes a byline by Heather Nichols, New Engen Chief Revenue Officer, published in Advertising Week 360.

SEATTLE, WA – As AI reshapes the marketing landscape, Heather Nichols is calling for a rebalancing act: one that keeps creators at the center of innovation.

In her latest piece for AW360, Heather explores how AI can empower rather than replace the creative force behind today’s most resonant content. Her perspective is a timely reminder that ethical, human-centered innovation is the path to long-term impact.

Key Takeaways from the Article:

AI should serve creators, not sideline them. Heather makes a strong case for using AI as a tool to amplify human creativity—not automate it out of existence.
Democratization is real—and essential. With the right tools, small and emerging creators can now compete with large-scale influencers, leveling the playing field and expanding creative diversity.
Authenticity is non-negotiable. As brands explore AI-generated content, Heather warns against sacrificing trust for speed. The future belongs to brands and platforms that champion transparency and creator-first ethics.
It’s time to move beyond the feed. Heather urges marketers to think bigger about how and where creator content lives—like repurposing social assets for CTV placements to reach broader, high-value audiences.
What’s old is new again. The rise of AI mirrors the early skepticism around influencer marketing. The lesson? With the right safeguards and strategic intent, we can unlock massive upside—ethically.

Read the full article, Empowering the Creator Economy Through AI: The Ethical Imperative for 2025, on Advertising Week.