New CreatorIQ Tool Helps Assess Suitability of Creators

In Los Angeles, creator marketing and benchmarking specialist CreatorIQ has launched a solution called SafeIQ, using multimodal detection and contextual insights to proactively evaluate creators for suitability and mitigate risk, in 'near real time.'

Creator marketing is the broader category of which influencer marketing forms a part - it includes those posting niche content and spreading their expertise online regardless of follower numbers or influence. CreatorIQ provides a platform and operating system for companies looking to exploit this rapidly-growing marketing channel, tapping more than a decade of data and machine learning expertise and partnerships with social media brands including Meta, TikTok, YouTube and Snapchat. In May, the company added a benchmarking suite for creator marketing performance, providing a purpose-built framework to measure impact, justify spend and drive business outcomes.

The new SafeIQ solution analyzes creator content across formats and languages to identify safety and suitability issues before they escalate, continually learning from each brand's thresholds of suitability and risk to reflect their unique safety and suitability standards. The new solution is built into an enhanced CreatorIQ operating system, but can also be used as a standalone tool for companies using other creator marketing platforms.

The company says the new system detects, analyzes and interprets text, images, video and audio across languages, decoding cultural nuances, context and tone at global scale - something it says has only recently been made possible by advances in AI. Output is in the form of concise summaries, with findings allotted a severity level - these are adjusted for individual businesses based on review actions taken, to continuously improve alignment with each organization's unique standards.

'SafeIQ and the new CreatorIQ platform deliver the industry's first global operating system for creator marketing,' says CEO Chris Harrington (pictured), '- combining adaptive AI, enterprise-grade governance, and unified workflows to ensure brands and agencies operate with confidence, compliance, and measurable ROI at scale.'

The firm is online at www.creatoriq.com .