Brands are searching for creators in Claude

Brands are asking chatbots who they should hire.

Olive oil brand Kosterina already starts some creator searches in Claude, while agencies are adding AI visibility work to briefs. Creator Courtney Johnson built a text-heavy website that OpenAI, Anthropic, Amazon and other verified crawlers now read.

The numbers are still small. Her site generated 3,048 Google impressions in July, but the more interesting signal is who is crawling those pages and why creators care.

I think this adds a new layer to creator distribution, especially for people whose expertise exists across LinkedIn posts, podcasts, videos and interviews. A brand manager typing a question into Claude may never see the Instagram feed a creator spent years building.

That explains the practical moves happening now: structured data, transcripts, earned media and pages that machines can easily parse. You can almost picture the laptop open as a partnership search starts with a prompt instead of an influencer database.

How much will brands trust those answers?

AI companies need to show results

Dario Amodei thinks the AI backlash has a straightforward cause: people don’t trust the companies building it.

The Anthropic CEO rejected criticism that his warnings about AI risks helped create today’s skepticism. He says the industry has a deeper problem because companies have made huge promises without delivering enough visible benefits.

That argument lands. Debating whether AI leaders sound too optimistic or pessimistic matters less when ordinary people are watching data centers go up and hearing executives talk about curing cancer.

Amodei’s strongest point is that evidence could change the conversation. Anthropic has backed rules that would slow frontier AI companies while giving smaller competitors more room, because Amodei believes AI tends to concentrate power.

The harder part is earning trust while that power is already accumulating. People can see the servers, construction and spending today, while many promised benefits remain somewhere in the future.

What result would actually change public opinion?

Google is hiding the AI label

Google will let people remove the visible watermark from AI-generated images, videos and songs.

The option is coming to Gemini and Flow for Nano Banana, Omni and Lyria, with Search support planned later. Google will keep SynthID embedded in the content and retain C2PA metadata, while users get a simple Settings > Media Watermark toggle.

That feels practical. A permanent logo stamped onto an image or video limits professional use, especially when the underlying file can still carry machine-readable provenance.

Google says SynthID has already been applied to more than 10 billion pieces of content. The interesting shift is that disclosure is becoming something software checks in the background, rather than something every person can immediately see on the screen.

That creates a usability problem. A person scrolling past an image sees pixels, while verification requires another tool or platform to inspect what sits underneath.

Will people actually check?

Prohuman team

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