UTA partners with Coactive AI on creator audience insights for brands and talent clients
UTA has partnered with Coactive AI to build a creator audience insights platform for talent clients and brand partners. The Hollywood Reporter said the tool will analyze unstructured online information such as text, images, audio and video. UTA plans to make the platform available to creators and brand partners in fall 2026. Oren Rosenbaum, partner and co-head of UTA Creators, said the product is meant to show what content performs and why it resonates. Coactive CEO Cody Coleman said talent selection will move beyond follower counts toward what creators actually produce.
THE BREAKDOWN
This is the agency version of moving from media kit stats to content intelligence. Agents should start asking platforms and analytics vendors for explainable creative data that can be used in pitches, not just audience demographics. If a brand uses AI fit scores to pick talent, representation teams need contract language that governs what creator data is ingested, retained and reused. The strongest pitch decks will pair performance history with theme and sentiment proof before the brand asks for it. Smaller agencies should not ignore this because brands will soon expect the same level of content analysis from every serious creator proposal.
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