Meta now has 8 million advertisers using AI creative tools, doubled from 4 million in 14 months. Amazon and Google are building similar tools for small businesses. A new dataset of 301 CPG brands found that every billion-dollar breakout of the last five years was built by a founder or creator with a direct consumer relationship. No publisher-built brand appears in the record.

People Inc. is betting that editorial authority from brands like Southern Living and Food & Wine can produce breakout products—but the data and the Q1 earnings calls suggest the market rewards something else entirely.