Oraseya Capital, the venture capital arm of Dubai Integrated Economic Zones Authority (DIEZ), invests from pre-seed to Series-B stages, supporting visionary founders shaping the future of the region. Through DUNE Venture Days, which will be held for the first time at WORLDEF DUBAI 2026, Oraseya Capital brings together the most influential investors and innovators from the ecosystem to exchange ideas and explore new waves of opportunities.

The “Zero-to-One Startup Competition” will be held on the second day of DUNE Venture Days. The competition is designed to support and showcase the most promising early-stage ventures. It offers a highly selective pitching opportunity, with a single winner and a single prize. The prize has been set at 100,000 AED.

Zero-to-One Startup Competition Application

Applications for the Zero-to-One Startup Competition can be submitted online until January 31st. The Oraseya Capital team will review the applications and shortlist the top 10 ventures. On February 13th, the selected top 10 ventures will pitch live in front of a jury composed of leading VCs and ecosystem leaders. The startups will compete for the chance to win the 100,000 AED grant, sponsored by DIEZ – Dubai Integrated Economic Zones Authority. They will also gain direct exposure to investors actively deploying capital in the region.

Who Can Apply?

This competition is open to early-stage technology startups (pre-seed to seed) that meet the following criteria:

• Annualized revenue of less than USD 500,000
• Less than USD 1 million raised to date
• A clear connection to the UAE market
• A founding team ready to pitch live in Dubai on February 13th

Apply now: https://luma.com/0zdhtsjw

Application deadline: January 31, 2026

About DUNE Venture Days

The first edition of DUNE Venture Days, led by Oraseya Capital, will be held on February 12th and 13th in partnership with Dubai CommerCity, alongside WORLDEF DUBAI 2026. The program is tailored for selected VCs, startup investors, and ecosystem leaders. DUNE is completely free and is part of Oraseya’s contribution to the VC ecosystem. The event offers a valuable opportunity to strengthen existing relationships, build new ones, and bring together individuals with whom we genuinely enjoy exchanging ideas.

UAE Government, children to digital risks protect and technology’s responsible and safe usage to encourage aiming a Child Digital Safety subject Federal Decree Law issued. This step, UAE’s 2026 year Family Year declare within framework and children’s life quality to protect and increase vision’s part as taken. Law, e-commerce sites also covers.

United Arab Emirates (UAE), children to digital contents, online malicious persons and data abuse from protect aiming important a federal law issued. This step, country’s children protection and technology usage to responsibly encourage vision’s part as, 2026 year Family Year declare with parallel as taken.

Law Digital Risks Targets; E-commerce Sites also Covers!

UAE’s new issued law, 13 age under child ren’s digital contents harms from, online malicious persons from and unauthorized personal data collection from protect aiming. Law, digital platforms children’s personal data to collect, process or share prohibit; only education or health services for certain exceptions brought. Law, UAE in operating or country’s users to appeal social media, messaging apps, online gaming platforms, e-commerce sites and publishing services like digital platforms covers.

Law, digital platforms default privacy settings, age verification systems, content filtering and age rating tools like precautions apply must it says. Internet service providers’ content control systems activate by, child ren’s internet usage for parent approval to obtain make mandatory it says. Law also, children caregivers’ digital activities monitor to and safe internet experience provide for parent control tools to use to mandatory make says.

Child Digital Safety Council Will Be Established

New law with, Family Minister by managed a “Child Digital Safety Council” will be established. This council, digital risks about policy, legislation development and awareness campaigns coordinate will. Also digital platforms’ children on effects according to classification ensure by, safety standards not meet platforms’ regulation will ensure.

Law, child ren’s gambling or money with betting containing online activities to participate prohibit. Also, all digital platforms’ children harm potential considering, risk levels according to categorize should says. Safety standards not meet platforms, strict regulations subject will be.

United States Polo Association (USPA) Global announced that Aydınlı Hazır Giyim San. Tic. AŞ was acquired by HRK Holding AŞ, the parent company of Saat & Saat, for TRY 20.3 billion (approximately USD 480 million). The acquisition brought together two companies that have long operated as licensed partners of the U.S. Polo Assn. brand under USPA Global.

In its statement, USPA Global said that both companies operated as licensed partners of U.S. Polo Assn., the official lifestyle brand of the United States Polo Association, and that the acquisition represented a strategic consolidation aimed at accelerating growth across Türkiye, the Middle East, Eastern Europe, and North Africa. The statement emphasized that the agreement would strengthen operational alignment across wholesale, retail, and digital channels.

Saat & Saat Gained Access to More Than 50 Countries

According to the statement, the acquisition provided Saat & Saat with access to Aydınlı’s extensive retail and distribution network covering more than 50 countries. Aydınlı had operated a strong sales network in the region, including mono-brand stores, department stores, and e-commerce platforms, as one of the largest partners of the U.S. Polo Assn. brand.

As part of the transaction, Saat & Saat CEO Ramazan Kaya was appointed CEO of the Aydınlı Group. USPA Global stated that this leadership transition aimed to maintain continuity while aligning the ready-to-wear business more closely with Saat & Saat’s regional growth strategy.

The statement also noted that Aydınlı was positioned as one of the region’s leading retail players, thanks to its strong growth potential and well-established sales infrastructure. With the acquisition, Saat & Saat aimed to move beyond its successful watch and accessories business and enter the global ready-to-wear industry.

Growth Targets for U.S. Polo Assn.

USPA Global reported that the deal would support the growth of the U.S. Polo Assn. brand and that the brand was expected to maintain its strong performance through more than 450 stores worldwide, along with multi-brand and digital sales platforms. The company said that the growth recorded by the brand in recent years was expected to continue after the acquisition.

USPA Global President and CEO J. Michael Prince congratulated Ramazan Kaya on the acquisition and said they welcomed the strategic transition. Prince stated that Saat & Saat, as one of U.S. Polo Assn.’s long-term partners, was in a strong position to further scale the brand across the region.

Prince added that the agreement would support a target of USD 1 billion in regional retail sales in the coming years, while also thanking Aydınlı’s former chairman Şeref Safa for his leadership and highlighting the support provided by TMSF over the years.

Ramazan Kaya: The Aydınlı Acquisition Will Prepare the Company for MENA

Ramazan Kaya said the acquisition reflected a shared vision with U.S. Polo Assn. in some of the world’s most dynamic retail markets. He stated that the move would accelerate growth, enhance capabilities, and position both the company and the brand for a strong next phase across Türkiye, the Middle East, Eastern Europe, and North Africa.

Kaya also noted that the transaction represented a significant milestone for Saat & Saat in terms of entering the global ready-to-wear industry and that it complemented the company’s established watch business. He added that the company’s teams were motivated by the opportunity to shape the future of the brand together.

USPA Global stated that the acquisition aligned the brand, leadership, and regional operations around a long-term strategy, paving the way for sustainable growth across multiple markets.

Paribu Acquires CoinMENA at a USD 240 Million Valuation

Kaspersky’s 2025 cybersecurity review showed a sharp rise in ransomware activity affecting businesses operating in the retail and e-commerce space. The number of unique users in the B2B segment of the sector who encountered ransomware detection increased by 152% in 2025 compared to 2023. This indicated a serious escalation in threat levels within a short period of time.

Data Breaches Threaten E-commerce

According to the findings, the most significant increase occurred during the 2024–2025 period. The primary reason for this surge was the rapid spread of the ransomware family known as “Trojan-Ransom.Win32.Dcryptor,” which became highly prevalent across the retail and e-commerce sectors in some of the analyzed markets. This malware targeted corporate systems connected to retail operations, leading to service disruptions and the exposure of sensitive business data.

Security researchers noted that retail and e-commerce companies continue to be attractive targets due to their high transaction volumes, large customer databases, and dependence on uninterrupted system access. Any disruption or data breach in this sector can result in immediate financial losses and reputational damage.

Kaspersky Blocked More Than 6.6 Million Phishing Link Access Attempts

In addition to ransomware, phishing attacks also emerged as a major threat to consumers and service providers. Between November 2024 and October 2025, Kaspersky products blocked more than 6.6 million attempts to access phishing links targeting users of online stores, payment platforms, and delivery services.

According to the data, 50.58% of these attacks directly targeted online shoppers. Attackers impersonated well-known retail brands by offering fake discounts or order confirmations and attempted to trick users into sharing login credentials or payment information.

Payment systems were the second most targeted category at 27.3%. These attacks typically involved the imitation of digital wallets, banking portals, or payment pages with the aim of stealing financial information. Delivery services ranked third at 22.12%, with users being redirected to malicious links through fake shipment notifications and parcel tracking messages.

Shopping Seasons Created Predictable Peaks for Attacks

Kaspersky’s analysis also emphasized a strong correlation between cyberattacks and major shopping periods. Seasonal discounts and major campaign periods consistently stood out as high-risk timeframes during which attackers intensified their activities each year.

During these periods, the increase in marketing messages, discounts, and limited-time offers reduced users’ level of vigilance. Phishing emails and scam messages blended more easily with legitimate campaign traffic, making them more effective. Attackers exploited the sense of urgency and excitement created by shopping festivals to encourage users to act quickly and carelessly.

Security experts stressed that this pattern repeats every year and highlighted the critical importance of increasing cybersecurity awareness during peak shopping periods. It was noted that retailers and e-commerce platforms should strengthen their monitoring and protection measures, while consumers should carefully verify even offers that appear to be trustworthy.

AI Cybersecurity Market

Jack Ma attended the Africa’s Business Heroes (ABH) awards ceremony held in Kigali, the capital of Rwanda, on Saturday, December 13. ABH stands out as one of the flagship initiatives focused on entrepreneurship that Ma launched in the late 2010s through the Jack Ma Foundation. The program has become one of the continent’s most prestigious business competitions by supporting entrepreneurs in Africa with financing, mentorship, and visibility.

Kagame Met With Jack Ma and Jerry Yang!

Rwandan President Paul Kagame met with Jack Ma and Yahoo co-founder Jerry Yang in Kigali on Saturday afternoon. According to Kagame, the visit took place within the scope of the Africa’s Business Heroes program, which is supported by Alibaba and aims to promote innovation and private sector development across Africa.

During the Kigali visit, Jack Ma, together with Jerry Yang, was received by President Kagame. This meeting revealed the high-level importance that the Africa’s Business Heroes initiative carries from both political and business perspectives. Rwanda has positioned itself in recent years as one of the centers of technology, entrepreneurship, and innovation in Africa; it attracts the attention of global investors by hosting regional and international business forums.

Although the detailed agenda of the meeting was not shared with the public, Kagame stated that the discussions were shaped around entrepreneurship and the ABH program. The initiative aims to identify scalable African startups and founders that produce solutions to local and regional challenges, and to provide them with financial awards and long-term support.

The Jack Ma Foundation had previously emphasized that Africa’s young population and rapidly growing digital economy have made entrepreneurship the main driving force of inclusive growth.

Ma Prefers to Stay Away From the Public Eye!

This visit attracted attention due to Ma’s very limited public appearances in recent years. Previously frequently seen at global business and policy events, Ma stepped down from his roles at Alibaba and Ant Group following increasing regulatory scrutiny of China’s technology sector and has largely stayed out of the spotlight.

Jack Ma was once one of the most recognizable faces of China’s technology sector and stood out as an advocate of entrepreneurship, globalization, and small businesses. During his active roles at Alibaba, he frequently visited Africa, supporting various initiatives in e-commerce, digital payments, and youth entrepreneurship.

However, after Chinese authorities launched a comprehensive regulatory campaign targeting large technology companies after 2020, Ma’s public profile changed significantly. After leaving his corporate roles at Alibaba, Ma sharply reduced his public visibility, which led to global speculation about his position and future activities.

In recent years, although Ma has occasionally appeared at academic institutions and philanthropic events, public engagements such as the Kigali visit remain rare and are closely watched.

Africa’s Business Heroes Initiative

Africa’s Business Heroes was established by the Jack Ma Foundation to support entrepreneurs across Africa at all sectoral and country levels. Each year, finalists compete for grant funding and gain the opportunity to receive mentorship from global business leaders. The program has become an important platform that highlights local innovation by being held in different African cities.

According to the organizers, the initiative reflects a long-term commitment to Africa focused on building sustainable entrepreneurial ecosystems, rather than a short-term investment strategy.

NovFeed Founder Diana Orembe Won a $300,000 Prize

The Africa’s Business Heroes Summit and Grand Finale concluded with great success in Kigali. NovFeed founder Diana Orembe became the winner of the grand prize worth USD 300,000. The event brought together entrepreneurs, investors, and ecosystem leaders from across Africa.

Alibaba Group and Alibaba Philanthropy founder Jack Ma and Yahoo co-founder Jerry Yang also attended the awards ceremony. The two-day Summit and Grand Finale provided an important platform for dialogue, learning, and collaboration, while once again demonstrating Rwanda’s commitment to supporting entrepreneurship and innovation across the continent.

Jack Ma Returns to Alibaba

The United Arab Emirates has announced new Value Added Tax (VAT) regulations that will come into effect on January 1, 2026. The changes, issued through a federal decree by the Ministry of Finance, aim to simplify compliance for businesses, enhance transparency, and align the country’s tax framework with international best practices.

The Ministry of Finance stated that the reforms form part of the UAE’s long-term strategy to modernize its tax structure and improve regulatory efficiency. “These updates reflect our commitment to building a world-class tax system. The goal is to simplify procedures for taxpayers while strengthening transparency and compliance with international standards,” the Ministry said.

Simpler VAT Filing and Reduced Administrative Burden

One of the most notable changes removes the requirement for businesses to issue self-invoices under the reverse charge mechanism. Under the new rules, companies will only be required to retain standard supporting documents such as invoices, contracts, and related records.

The Ministry emphasized that this measure will reduce administrative burdens for businesses while still ensuring that the Federal Tax Authority (FTA) has access to the documentation necessary for audits.

“The amendments stipulate that taxpayers will no longer need to issue self-invoices under the reverse charge mechanism; instead, they must retain supporting documents as outlined in the Executive Regulation. This enhances administrative efficiency and reduces procedural burdens,” the statement added.

New Five-Year Deadline for VAT Refund Claims

As part of the reforms, businesses will have a fixed five-year deadline to submit VAT refund claims after accounts have been reconciled. Refund requests made after the five-year period will no longer be valid. This measure is intended to prevent the accumulation of outdated claims and provide businesses with greater clarity regarding their tax position.

Stricter Measures Against Tax Evasion

To prevent misuse of the system, the FTA will now have the authority to deny input tax deductions if a transaction is found to be linked to a tax evasion scheme. Businesses must therefore verify the legitimacy of the goods and services they receive before claiming input VAT.

“Taxpayers must verify the legitimacy of supplies before deducting input tax, in accordance with the procedures established by the FTA. This approach strengthens governance across the supply chain and protects public revenue,” the Ministry noted.

Enhancing Transparency and Supporting the Business Environment

The Ministry of Finance stated that the new reforms are designed not only to safeguard public revenue but also to support a fair, predictable, and competitive business environment. Clearer procedures and stronger compliance standards are expected to boost confidence among companies and investors operating in the UAE.

The Ministry added that these updates will contribute to the long-term sustainability of the UAE’s financial system and reinforce the country’s position as a global business hub.

UAE Expands VAT Refund Service to Online Shopping

The Middle East and North Africa (MENA) region recorded a strong surge in mergers and acquisitions (M&A) activity in the first nine months of 2025, reaching 649 deals valued at US$69.1 billion, according to the latest EY MENA M&A Insights 9M 2025 report. The GCC accounted for 500 of these transactions, representing US$65.9 billion of total deal value.

Cross-border deals remained the main engine of growth, accounting for 54% of total deal volume and 76% of total value. The period marked the highest level of cross-border activity in the past five years, reflecting increasing appetite for international expansion and portfolio diversification.

UAE consolidates its position as the region’s top investment hub

The UAE remained the preferred destination for both inbound and outbound investors:

• 171 inbound deals worth US$29.0 billion

• The region’s largest M&A deal: OMV and Borealis acquiring 64% of Borouge for US$16.5 billion

• Followed by ADNOC’s acquisition of 46.94% of NOVA Chemicals for US$6.3 billion

Saudi Aramco’s US$3.5 billion acquisition of Primax S.A. added further momentum, underscoring the region’s strength in the energy and petrochemical sectors.

Outbound Activity Shows Strong Momentum

Outbound M&A transactions accounted for the largest share of total deal value, with 189 deals worth US$28.5 billion. Canada attracted the highest value, while the UK remained the preferred destination by volume.

Sovereign Wealth Funds (SWFs) continued to play a central role, executing 22 deals, mainly in technology, consumer products, and professional services.

Technology (US$12.2 billion) and chemicals (US$23.9 billion) were the top contributors to overall deal value. Domestic M&A also gained traction, with 300 deals worth US$16.8 billion, fueled by mid-sized transactions in tech, healthcare, and financial services. The robust deal momentum in 2025 signals strong investor confidence in the region’s economic trajectory. The UAE and KSA’s proactive diversification strategies continue to attract high-growth sectors and strengthen the region’s global competitiveness.

Tech Led M&A Primary Engine in the Region

Beyond headline megadeals, the latest EY report reveals a deeper trend that directly affects the e-commerce and digital economy landscape: technology-led M&A has become one of the primary engines of regional transformation.

This positions technology as the second-largest M&A sector in MENA, outpacing traditional industries and showing investors’ growing confidence in:

• e-commerce enablement technologies

• digital logistics

• AI-driven retail and CX platforms

• fintech and paytech ecosystems

• cloud, cybersecurity, and data infrastructure

These categories directly mirror the core pillars shaping the future of digital commerce across the GCC. More than half of total deal activity came from cross-border transactions, indicating that global investors view the region as a scalable digital economy hub. UAE and KSA-based technology firms were particularly active in acquiring strategic capabilities abroad, suggesting a shift toward global digital expansion strategies.

UAE emerges as the digital economy magnet

With 171 inbound deals worth US$29 billion, the UAE continues to attract:

• digital infrastructure players

• global e-commerce platforms

• cloud and data center operators

• logistics tech companies

• AI-powered enterprise solution providers

These investments reinforce the UAE’s ambition to become the region’s digital capital. The M&A momentum in technology, logistics, and consumer product sectors signals:

• Growing demand for regional fulfilment solutions

• Accelerated adoption of AI, automation, and digital retail tools

• Expansion of cross-border e-commerce corridors

• Increasing appetite for scaling GCC-based tech startups

This ecosystem shift aligns directly with the Dubai 2033 vision, which places e-commerce growth, digital trade facilitation, and AI-enabled market development at the core of the regional agenda. The 2025 M&A landscape confirms that the MENA digital economy is transitioning from accelerated growth to structural consolidation. Technology-driven acquisitions are setting the foundation for a more competitive, integrated, and innovation-led e-commerce ecosystem—placing the GCC firmly among the world’s most dynamic digital markets.

South Korea’s largest e-commerce platform Coupang has apologized to the public and its users after a major data breach affecting 33.7 million customer accounts. The fact that the breach occurred despite the country’s strict data protection laws has raised questions about the overall cyber security framework.

Coupang announced that it detected unauthorized access to several accounts on November 18; however, investigations revealed that the breach dated back to June and affected a total of 33.7 million accounts. The leaked information includes user names, phone numbers, email addresses, shipping addresses and certain order histories. The company emphasized that payment information and login credentials remain secure. With this incident, the number of affected users represents more than half of South Korea’s population.

Suspects and Government Investigation Deepen

Local media reported that a former Coupang employee of Chinese nationality is suspected of being behind the breach. The company filed a complaint about the individual and the police investigation is ongoing. The Ministry of Science and ICT is examining whether the company violated data protection laws. The government held an emergency meeting and warned users to remain cautious against fraud and phishing attacks.

The Korea Internet and Security Agency (KISA) issued warnings to millions of users, advising them to be alert to fake celebration messages, delivery notifications and scammers impersonating the company.

What It Means for Coupang and the Industry

Coupang had previously experienced data leaks affecting 460,000 users; however, this incident has been recorded as the largest breach in the company’s history. In addition, recent breaches affecting millions of users at SK Telecom, the country’s largest mobile operator, and Lotte Card have increased concerns about data security in South Korea.

Local newspapers criticized Coupang for causing what they called “the worst personal data leak in history” and highlighted urgent shortcomings in the company’s data protection practices. Experts say such an extensive breach could seriously damage the company’s reputation and user trust.

The massive data breach at Coupang serves as a critical warning not only for the company itself but also for South Korea’s entire e-commerce and technology sector. Strengthening internal security systems, enforcing stricter regulatory oversight and increasing user awareness have now become essential.

Dubai Duty Free has set a new benchmark in global travel retail, reporting AED 876.56 million (US$240.16 million) in sales for November 2025, its highest monthly performance in 42 years. The figure represents a 16.77% year-on-year increase, surpassing the previous record of AED 821 million set in December 2024.

Crossing the US$2 billion threshold by mid-November, the retailer confirms another record-breaking year, with year-to-date sales reaching AED 7.75 billion (US$2.13 billion), a 9.57% rise compared to the same period last year. This growth notably outpaced passenger traffic by an estimated 10%, underscoring the strength of Dubai Duty Free’s penetration and conversion strategies.

Managing Director Ramesh Cidambi highlighted the strategic effort behind these results, noting that nine months of 2025 have already hit all-time highs. High-value transactions dominated performance: purchases above AED 500 accounted for 75% of total sales in November, growing 20.54% in value.

Dubai Duty Free Category Highlights

• Perfumes led with AED 160.58 million (+13.29%)

• Liquor reached AED 103.59 million (+4.55%)

• Gold posted AED 87.67 million (+16.68%)

• Tobacco increased to AED 85.99 million (+11.44%)

• Confectionery achieved its highest result ever at AED 83.29 million (+42.93%)

• Electronics rose to AED 67.22 million, driven by record iPhone 17 sales

Luxury categories remained a strong growth driver. Luxury Fashion surged 40.32%, supported by new Louis Vuitton and Cartier boutiques in Concourse A.

Dubai Duty Free Regional Performance

All passenger regions posted positive growth.

• Europe: +23.57%

• Russia: +27.60%

• Africa: +16.53%

• Middle East: +18.09%

• Far East: +14.28%

Travellers heading to the Americas, Africa, and Russian-speaking countries remained the highest spenders, averaging over AED 800 per shopper.

Operational Excellence

On 30 November, the retailer recorded its highest ever single-day shop-floor replenishment: 1,057 pallets, comprising 12,000 unique items and 650,000 pieces of merchandise, a testament to Dubai Duty Free’s supply chain strength during peak travel demand.

The creator economy continues its rapid growth, and new industry data reveals a strong shift in how brands are reshaping their marketing budgets. Creator economy spending is expected to reach 37 billion dollars. According to the new report by IAB, influencer advertisements are showing double digit growth across all sectors.

The latest analysis by the Interactive Advertising Bureau (IAB) estimates that advertising spending directed at content creators in the United States will reach 37 billion dollars in 2025. This figure represents a 26 percent annual increase and clearly surpasses the overall media market, which is expected to grow only 5.7 percent in 2025.

Marketing leaders emphasize that working with content creators is no longer an experimental method, but has become a fundamental strategy for brands seeking more authentic engagement and measurable results in a competitive digital environment.

Retail Sector Leads Creator Economy Advertising

The retail sector continues to lead creator economy advertising by a wide margin. Spending in the sector is expected to reach 12.3 billion dollars in 2025, representing a 38 percent increase compared to last year. Analysts note that retail brands are increasingly turning to creator economy collaborations for real time consumer engagement and sales focused storytelling.

Consumer goods companies are expected to spend 5.5 billion dollars (24 percent increase), while financial institutions will spend 2.2 billion dollars (31 percent increase). The apparel sector is projected to allocate 2.1 billion dollars (14 percent increase) and technology companies 1.9 billion dollars (26 percent increase).

Other categories are also showing strong growth. Automotive will spend 1.6 billion dollars, telecom 1.5 billion dollars, and travel 1.3 billion dollars, each with double digit increases. The home category is projected at 1.2 billion dollars (16 percent increase), health and wellness at 1 billion dollars (40 percent increase), and media and entertainment at 0.4 billion dollars (39 percent increase).

Spending and growth by sector

• Retail – 12.3 billion dollars (38 percent annual increase)
  • CPG – 5.5 billion dollars (24 percent annual increase)
  • Financial – 2.2 billion dollars (31 percent annual increase)
  • Apparel – 2.1 billion dollars (14 percent annual increase)
  • Tech – 1.9 billion dollars (26 percent annual increase)
  • Auto – 1.6 billion dollars (11 percent annual increase)
  • Telecom – 1.5 billion dollars (19 percent annual increase)
  • Travel – 1.3 billion dollars (31 percent annual increase)
  • Home – 1.2 billion dollars (16 percent annual increase)
  • Health and wellness – 1 billion dollars (40 percent annual increase)
  • Media and entertainment – 0.4 billion dollars (39 percent annual increase)

Creator Economy Faces Structural Challenges

Despite its strong growth trend, the creator economy faces structural challenges. Marketers state that collaborations still progress in a fragmented way, budgets are separated, and the lack of standardized measurement tools makes the process difficult.

Many teams struggle to evaluate the credibility of content creators, audience alignment, and long term value at scale. One third of industry leaders identify finding the right content creator as the biggest challenge. Retail and consumer goods brands state that maintaining control over content quality is their biggest problem.

As part of the report, one third of the 453 industry leaders interviewed by IAB ranked finding the right creator partner as the biggest problem in influencer marketing. Meanwhile, retail and CPG brands stated that controlling content quality is their number one challenge.

Companies Turn to AI Powered Discovery Platforms

For this reason, companies are increasingly turning to AI powered discovery platforms, creator verification tools, and analytical systems. Venture capital investments are also increasing in platforms focused on creator scoring, fraud prevention, and workflow automation. Analysts predict that these technologies will play a major role in reducing fragmentation in the ecosystem and helping brands carry out creator economy collaborations more strategically in the future.

As brands shift away from traditional advertising and move toward creator driven storytelling, the creator economy appears to be entering a new era. Partnerships with content creators are no longer an optional marketing choice; they are becoming a foundational pillar of growth strategies across many industries.

“Reaching Audiences Through the Creator Economy Is a Necessity”

IAB CEO David Cohen said, “Reaching audiences through the creator economy is no longer experimental for marketers, it is a necessary requirement. The significant growth we are seeing reflects the increasing commitment of brands to invest in creator driven strategies.”

Experience Center Vice President Zoe Soon added, “The creator economy marketing ecosystem is still highly fragmented. Different partnership models, separated budgets and limited standardization make it difficult for marketers to evaluate elements such as audience alignment or creator credibility at scale. The result is an environment where strategic matching is often more art than science, and where brands are calling for better discovery tools to guide their investment decisions.”

European Retail Media Market Set to Double This Year