Influencer agency Billion Dollar Boy last week created a new division, called Muse, to incorporate generative AI and other emerging technologies into its offerings to clients.
This comes as influencer marketing agencies continue to experiment with AI tools for everything from creator search and discovery to content generation. Billion Dollar Boy, which recently expanded to New York and New Orleans from its U.K. headquarters, has been developing its own creator management platform using AI to improve matching influencers to the right brands and campaigns.
Muse will be headed by Becky Owen, former head of creator innovations at Meta and currently the agency’s chief marketing and innovation officer. The company said this unit will be supported by a “growing” department consisting of the business and creative leads. Before heading the unit, Owen also oversaw independent research that surveyed 6,000 creators, consumers and marketers in the U.S. and U.K. focusing on generative AI in the creator economy.
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