United Talent Agency has partnered with Coactive AI on a new artificial intelligence tool to allow creator and brand marketing clients to tell new stories in new ways.
The major agency will use Coactive AI’s information analysis tool to better process and identify content across emerging digital platforms – including views and likes of video and images – to drive more precise audience connection and content performance measurements.
UTA Creators will roll out the proprietary AI tool — which aims to process and analyze different types of unstructured online information like text, images, audio and video online — to creators and brand partners starting in fall 2026. UTA will also continue using its own proprietary intelligence tools to show creators and brands what content performs and, more crucially, why.
UTA is betting the AI partnership will allow its creator clients across sports, fashion, food, lifestyle and news to tell stories in new ways and with greater audience reach and resonance, and take some of the guesswork out of the process.
“Creators generate an enormous amount of cultural signal, but most analytics today still only tell you what happened, not why it resonated. Our partnership with Coactive changes that. UTA will give our clients unprecedented visibility into the themes, emotions, and creative patterns that drive connections across platforms, so brands can engage talent in ways that feel smarter and more authentic, and talent can build their businesses with more intelligence,” Oren Rosenbaum, partner and co-head of UTA Creators, said in a statement.
The Coactive AI collaboration is UTA’s latest bet on the emerging creator economy, where audience-first storytelling by digital creators has reshaped how Hollywood content is discovered, financed, developed and monetized. Besides giving its creator clients more insight into content they produce, the AI tool partnership aims to allow brands and marketing agencies to better select talent for product campaigns based on a creative fit rather than social media platform reach alone.
“Coactive’s multimodal AI analyzes the themes, emotions, and moments within content at a scale and granularity no manual process can match. With UTA, we’re bringing that to the creator economy for the first time, giving creators real insight into their own creative resonance and giving brands a fundamentally better way to find authentic partnerships. The future of talent selection will be defined by what creators actually produce, not just how many people follow them,” Cody Coleman, CEO and co-founder of Coactive AI, said in a statement.
News of UTA’s AI partnership comes as the agency is raising its profile in creator economy players like bloggers, TikTok creators, VTubers and podcasters and has its biggest ever presence at the Cannes Lions event this week in the south of France.
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