“India minted millions of creators post-covid, but the economics never scaled for most of them. The feed is flooded, organic reach is shrinking, and now AI is producing content at a volume no individual can match,” said Dhruv Khurana, cofounder of Astatine AI, an influencer marketing platform. “For a creator in India without a top-tier following, the hustle rarely pays the rent.”
Companies lap up creators as they trade side hustles for pay slips
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