Podcast Summary:

Digital Social Hour #1504: Andy Creators Inc – AI in Marketing: Are We Doing It Wrong?
Host: Sean Kelly
Guest: Andy (CEO, Creators Inc.)
Date: August 22, 2025

Episode Overview

The episode features Andy, CEO of Creators Inc., the world’s largest influencer agency by revenue. Andy offers an unfiltered journey through his entrepreneurial successes and failures, the rise of Creators Inc., and the evolving landscape of digital marketing—including the pitfalls and possibilities of AI in content creation. The conversation touches on OnlyFans, influencer-era business models, creator psychology, the intersection of technology and marketing, notable creator stories, and life philosophies that shaped Andy as a leader.

Key Discussion Points & Insights

Andy's Entrepreneurial Journey

• Boston Beginnings & Early Hustle
  • Andy explains his start in Massachusetts, the pivot due to rising state taxes, and why he moved operations [01:23–01:46].
  • He details his family background, feeling like an outsider, and how competition and adversity in school drove his ambition [03:07–04:55].
• First Entrepreneurial Awakening
  • Inspiration came from a friend in the locker room who introduced him to Babson College and the idea of entrepreneurship [03:07–04:10].
  • "[He] goes, 'Arthur Blank, who founded Home Depot, was fired from his job... and now he's a billionaire.' And I go, that's what I want to do." — Andy [04:10]
• Early Business Success & Setbacks
  • Built one of the first behavioral ad networks with college peers, becoming the #3 buyer of banner ads online, then selling mobile offers through the Internet.
  • Achieved a billion dollars in transactions, lost it all after federal investigations, recovered through mentorship and self-development [06:03–07:40, 08:09–09:50].

Transformation and Resilience

• Rebuilding After Loss
  • Andy describes six years of “darkness” post-FTC settlement, and how mentorship from a Harvard neuroscientist helped him reset all aspects of life ("P I E S S S O" method) [08:09–14:01].
  • "I've been sober for nine years... meditate, eat a certain way, pray... I become a very dialed in, calm, sober, thoughtful version of myself." — Andy [10:11]
• Creating Value and Meaning
  • Emphasizes the importance of aligning business with personal growth, purpose, and being desire-free rather than ego-driven.

The Birth and Rise of Creators Inc.

• Genesis of the Agency
  • The COVID-19 pandemic was serendipitous for launching Creators Inc., which began helping a friend monetize OnlyFans and rapidly scaled from there [14:01–16:04].
  • "Made a quarter of a million dollars in month one." — Andy [15:38]
• OnlyFans and the Creator Economy
  • Agency growth exploded thanks to OnlyFans; Andy attributes his edge to experience and a service-driven model.
  • Details on why context, not just looks or followers, drives creator success [17:05–18:47].
  • "It's not about what you look like... If you make good content, somebody will discover you." — Andy [18:10]

Influencer Industry Insights

• Changing Dynamics
  • Highlights how traditional celebrity status can lag in new media; relatability and audience connection win [18:35–18:49].
  • "It's definitely not about following. Followers are irrelevant these days." — Andy [43:41]
• Diversifying with Male Creators & Outreach
  • 15% of clients are male, including controversial figures like Jack Doherty; Andy discusses mentorship, public personas, and creator transformation arcs [19:43–21:47].
  • "Jack Doherty's online persona and real name are two different people. He's actually a very, very, very good kid." — Andy [20:54]

Creator Management Philosophy

• Parental Dynamics & Agency Role
  • Navigating the balance between mentorship and overparenting creators who are often young and independently spirited [25:09–25:52].
  • "If I would help them too much, they would leave... you've got to let them touch the stove and get burnt." — Andy [25:39]
• Broader Influencer Networks
  • Andy is seeking non-OnlyFans monetization models (e.g., CPG products), sharing industry challenges like thin margins and dominance by major distributors [26:08–28:36].

Monetization & Industry Comparisons

• CPG Products vs. Digital Revenue Models
  • Discusses attractiveness of creator-driven products but cautions about the risk and challenge in CPG, compared to scalable digital models [27:05–28:36].
  • “[In CPG] You only make big money when Coke or Pepsi or Nestle buys you... because they immediately get 40% of that business back.” — Andy [28:14]
• Media Empires & Exit Philosophy
  • Studies models like Barstool Sports and Joe Rogan, praises Dave Portnoy's business acumen, but says he's not interested in selling Creators Inc.—he finds purpose in building it [30:44–33:07].
  • “The size of a check [to buy Creators Inc.] would have to make me say, ‘okay, this makes sense’... I’m so content and grateful.” — Andy [33:07]

AI, Technology, and the Future of Marketing

• AI Hype and Skepticism
  • Warns about “doing it wrong” with AI by lazily relying on automation instead of leveraging unique, original thought [00:00, 34:13–35:15].
  • “My CMO sent me a fucking ChatGPT output like this today… at least tell it to make this digestible. It’s not your original thought anyway. That’s so not P.” — Andy [00:00, 34:13]
• The Opportunity (& Risks) Ahead
  • AI will eliminate some jobs, but as with the tractor, new value will emerge. It’s critical, Andy says, to “make money now” and be on the "have" side [33:44–35:15].
  • Draws parallels to past tech shifts, stating this is the “radio-spot read on TV moment” for AI: the technology is new, and most are missing the creative point.

Financial Wisdom for Creators

• Investment Fundamentals
  • Advises young earners on inflation, passive investment, and the power of the S&P 500 [35:42–36:55].
  • “Your money sitting in your bank account is losing you money because there’s something called inflation.” — Andy [36:11]
  • “You really can’t outperform the S&P [500] in the long run, especially when you factor in taxes properly.” — Andy [36:55]
• Crypto & Dumb Money Stories
  • Shares personal regrets about missing cryptocurrency, recounts friends who struck it rich, and lessons from GameStop (“Dumb Money”) and the power of social media-driven investing [37:26–41:31].

Case Studies & Notable Creators

• Talent Discovery and Growth: Camila
  • Example of viral creator success: Camila rose from $10K/month to $3M/month after strategic promotion, marketing insights, and leveraging manufactured conflicts [41:42–43:04].
  • “She’s probably around $3 million a month. Holy shit.” — Andy [43:04]
• Principles of Success
  • Underlines that it’s not about followers, but content quality, relatability, and understanding platforms as “interest media” rather than social [43:41–43:59].
  • Offers opportunity to smaller creators with potential, not just top-line stats [43:27].

Memorable Moments & Quotes

• On AI, Marketing, and Creativity:
  “That’s where the fuck we’re at right now with AI. Like, my CMO sent me a fucking ChatGPT output like this today. I was like, Will, are you fucking kidding me? At least tell it to make this digestible to me. It’s not your original thought anyway. Like, that’s so not P.” — Andy [00:00, 34:13]
• On Creator Success:
  “It’s not about what you look like… If you make good content, somebody will discover you.” — Andy [18:10]
• On Industry Opportunity:
  “If you want to start a network, the power of media is success.” — Andy [28:49]
• On Perspective After Adversity:
  “I’m so content and grateful and Humbled to wake up every day and be free, not paralyzed and not have cancer. I’m not gonna worry about food or anything over my head. This might sound corny. That’s where my brain’s at.” — Andy [33:07]

Notable Timestamps

• [01:10] Andy joins, CEO Creators Inc intro, discusses Vegas trip and business origins
• [03:07–04:55] Andy’s childhood and first exposure to entrepreneurship
• [06:03–07:40] Dorm-room business, ad network, phone offers—rise and abrupt fall
• [08:09–09:50] Mentorship, life reset post-failure
• [10:11–14:01] “P I E S S S O” self-development framework
• [14:01–16:04] Creators Inc. inception; OnlyFans as a growth driver
• [17:05–18:10] Branding & Hollywood strategy for creator agency
• [18:35–18:49] Relatability over celebrity: How mid-tier creators outshine A-listers
• [19:43–21:47] Male creators, Jack Doherty, creator transformation stories
• [26:08–28:36] CPG product challenges & the influencer economy
• [33:07] “I’m so content and grateful…” Andy’s view on exit strategies
• [34:13–35:15] AI in marketing: missed human element
• [35:42–36:55] Passive investing, S&P 500, and young earner advice
• [37:26–41:31] Cryptocurrency misses, “Dumb Money,” social investing
• [41:42–43:04] Case study: Camila’s rise to $3M/month
• [43:41–43:59] “Followers are irrelevant”—interest-based media

Conclusion

Andy’s story is a testament to resilience, strategic thinking, and identifying what’s truly valuable in the rapidly evolving world of digital media. The discussion challenges the hype around AI in marketing, focusing instead on the irreplaceable power of original thought and relatability. This episode is essential for aspiring creators, marketers, and entrepreneurs seeking hard-won practical wisdom, cautionary tales, and a nuanced view of where digital culture is headed.