Here’s what’s shaping the industry right now.
AI artwork: U.S. Supreme Court rules: “No human, no copyright”
On March 2, the U.S. Supreme Court refused to hear Stephen Thaler’s appeal over copyright for an artwork generated entirely by his AI system, DABUS. That leaves the lower‑court decision intact: under current U.S. law, works with no human author aren’t eligible for copyright protection. In plain English: if you publicly claim the AI is the creator, you don’t get IP rights over the output.
KSI buys minority stake in Dagenham & Redbridge.
KSI (Olajide Olatunji) officially became a minority shareholder (20%) and strategic partner in National League South side Dagenham & Redbridge. Joining the club just days after former England striker Andy Carroll also took a stake.
With a “Welcome to Wrexham” style docuseries in the works, and KSI reaching 333K viewers on his IRL stream covering Dagenham’s game vs Dorking Wanderers this weekend, the potential upside of KSI’s investment is already clear.
McLaren Racing launches high-performance golf division.
The biggest sports retailer in the US is building a creator army to scale human authenticity against a sea of AI ads. Dick’s Sporting Goods recently received over 10,000 applications for its “Varsity Team” program, but they aren’t looking for one $10M athlete; they are hiring thousands of store associates, coaches, and parents to be community storytellers.
By moving away from “Pro Influencers” and focusing on the people actually using the gear on the sidelines, Dick’s is betting that “real people” are the most valuable commodity in a synthetic marketing landscape. This represents a massive shift toward community-centred content at an industrial scale.
The NBA announces “creator takeover” with Jessser & Chicago Bulls.
In a historic move for US sports, the Chicago Bulls and the NBA have announced the first-ever “Creator Game Takeover” featuring basketball content creator Jesser. On game day, Jesser isn’t just a guest; he is being integrated into the fabric of the event, from co-calling the game on the local broadcast to designing the in-stadium entertainment and leading the social media coverage.
This collaboration marks a significant change in how creators’ roles have evolved in the new media landscape. The creator economy has moved beyond renting their following to reach more people. They’re genuinely integrating and allowing creators to do what they do best: reach the next generation of fans.
The 2026 creator economy report: evolution, ownership, and the AI frontier.
The Influencer Marketing Factory has released its 2026 Creator Economy Report, revealing an industry that has officially outgrown its “niche” label. With projected U.S. creator ad spend set to reach $43.9B this year, an 18.3% increase from 2025, the economy is shifting from simple attention-seeking to a sophisticated, entrepreneur-led media ecosystem.
As creators increasingly identify as founders and CEOs, the focus has pivoted toward owning intellectual property (IP), building diversified businesses, and leveraging AI as a “productivity accelerator” rather than a replacement for human creativity.
