Influencer agencies face an existential test as brands take creator marketing in-house, says Barcode Entertainment's Ajay Kulkarni

Ajay Kulkarni from Barcode Entertainment stated that influencer agencies are facing an existential crisis as brands increasingly take creator marketing in-house. This shift is expected to significantly impact the role of influencer agencies in the marketing landscape.

The trend of brands taking creator marketing in-house matters for social commerce as it indicates a desire for more control over the content and messaging. This shift could lead to more authentic and effective marketing campaigns, but also poses challenges for influencer agencies that must adapt to remain relevant in the industry.