What if the biggest creator marketing shifts of 2027 have very little to do with the next platform, format or viral trend?

In this episode, Sanna Ödmark and Frida Ekholm look beyond the usual trend predictions to unpack the bigger changes reshaping creator marketing - and marketing itself.

Creator marketing is moving closer to the core of how brands build relevance, creativity and growth. At the same time, AI is making content faster and cheaper to produce, raising the bar for what actually earns attention. And as social platforms become more participatory again, the role of creators is evolving far beyond simply producing and distributing content.

We get into what these shifts mean in practice: from why creator marketing might start to disappear as a separate channel, to bringing creator expertise further upstream, building creative frameworks that work at scale, and understanding why more content doesn't necessarily mean more impact.

We also explore:

• Why creator marketing is becoming increasingly integrated into marketing itself
• What “creator-first” actually means, and why it doesn't mean handing creators the strategy
• Why AI makes human judgment, creativity and distinctiveness more valuable
• How brands can balance creative freedom with strategic direction
• Why social is becoming social again, and what the shift from broadcasting to participation means for brands

What happens when the things that once gave your brand a competitive edge become available to everyone?

In this episode, we sit down with Victor Halvarsson, founder and CEO of VANBRUUN, to explore how a digital-first jewellery brand evolved into something much harder to replicate - a modern luxury experience built around taste, hospitality and human connection.

VANBRUUN started by selling engagement rings online, competing on price and efficiency. Thirteen years later, the thinking has shifted. As AI makes content, technology and digital experiences easier to copy, the brand is doubling down on the things that don't scale: the physical spaces, the smallest details, the feeling you get when you walk through the door.

We get into what that looks like in practice - from building desirability without a hundred years of heritage, to why the hardest things to scale might become the biggest competitive advantage.

We also explore:

• Why competing on price and efficiency wasn't enough to build the brand Victor wanted
• What hospitality can teach us about modern brand building
• Where VANBRUUN uses AI, and where it deliberately doesn't
• Why the things that are hardest to scale might become the biggest competitive advantage

We're back with season 12! In this episode of Inside the Creator Economy, we sit down with Patrick Axzell, CEO of BUBS and Orkla Snacks Sweden.

Most brands spend years trying to create demand. BUBS suddenly had the opposite problem. As Swedish Candy exploded on social media, demand grew to 14 times what the company could produce – and content around BUBS went on to generate 9 billion views on TikTok.

In this conversation, we get into what actually happens when the internet chooses your brand: how BUBS responded when demand took off faster than the business could keep up, why letting go of control became part of the strategy, and what it takes to turn viral momentum into long-term brand and business growth. We also talk about why speed can matter more than perfection, how BUBS lets consumers and creators shape the brand, and what Patrik has learned about leading through unexpected growth.

We also explore:

• What happens behind the scenes when demand suddenly exceeds supply
• Why BUBS built its brand playbook by listening to consumers, rather than starting with an agency
• How to let consumers and creators shape a brand without losing what makes it distinctive
• Why the BUBS concept store became one of the brand’s most valuable marketing platforms
• How to turn a cultural moment into something much bigger than a viral hit