United Talent Agency has partnered with Coactive AI on a new AI tool to allow marketing clients’ creatives and brands to tell new stories in new ways.
The lead agency will use Coactive AI’s intelligence tool to better process and identify content across emerging digital platforms – including video and photo views, likes – to achieve more accurate audience connection and content performance metrics.
UTA Creators will roll out the proprietary AI tool — which aims to process and analyze different types of unstructured online information such as text, images, audio and online video — to creators and brand partners starting in fall 2026. UTA will use the new AI platform to build on its own intelligence tools to show creators and brands what content is performing, and more importantly, why.
UTA is betting that the AI partnership will allow its creative clients in sports, fashion, food, lifestyle and news to tell stories in new ways and with greater audience reach and resonance, taking some of the guesswork out of the process.
“Creators generate a tremendous amount of cultural signals, but most analytics today still only tell you what happened, not why it resonated. Our partnership with Coactive changes that. UTA will give our clients unprecedented insight into the themes, emotions, and creative styles that drive cross-platform communications, so brands can engage talent in ways that feel smarter and more authentic, and talent can build their businesses more intelligently,” Oren Rosenbaum, partner and co-president of UTA Creators, said in a statement.
The Coactive AI collaboration is UTA’s latest bet on the emerging creator economy, where the storytelling brought to audiences by digital-first creators has reshaped how Hollywood content is discovered, financed, developed and monetized. Besides giving its creative clients more insight into the content they produce, the AI tools partnership aims to allow brands and marketing agencies to better select talent for product campaigns based on creative fit rather than social media platform reach alone.
“Coactive’s multimedia AI analyzes themes, emotions and moments within content at a scale and detail that no manual process can match. With UTA, we’re bringing that to the creator economy for the first time, giving creators real insight into their creative resonance and giving brands a fundamentally better way to find real partnerships. The future of talent casting will be defined by what creators actually produce, not just the number of people they follow,” Cody Coleman, CEO and co-founder of Coactive AI. He said in a statement.
News of UTA’s AI partnership comes as the agency celebrates 20 years of investment in the now fast-growing creator economy, including in high-profile players such as bloggers, TikTok creators, VTubers and podcasters, and has its largest ever presence at the Cannes Lions event in the south of France.
