clay: extract from 2025-07-01-emarketer-consumers-rejecting-ai-creator-content.md

- Source: inbox/archive/2025-07-01-emarketer-consumers-rejecting-ai-creator-content.md
- Domain: entertainment
- Extracted by: headless extraction cron (worker 3)

Pentagon-Agent: Clay <HEADLESS>

domains/entertainment/GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md

@@ -31,7 +31,7 @@ The emergence of 'human-made' as a premium label in 2026 provides concrete evide
 ### Additional Evidence (confirm)
 *Source: [[2025-07-01-emarketer-consumers-rejecting-ai-creator-content]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
 
-The 60% to 26% collapse in consumer enthusiasm for AI-generated creator content (2023-2025) occurred during a period of significant AI quality improvements, definitively proving that acceptance barriers are not capability-driven. The Billion Dollar Boy survey (July 2025, 4,000 consumers ages 16+ in US/UK) shows 32% now say AI negatively disrupts the creator economy (up from 18% in 2023). The emergence of 'AI slop' as mainstream consumer terminology represents organized rejection independent of quality metrics.
+Billion Dollar Boy survey (July 2025, n=4,000 consumers ages 16+ in US/UK) shows consumer enthusiasm for AI-generated creator content dropped from 60% in 2023 to 26% in 2025—a 34 percentage point collapse over two years. This decline occurred while AI content quality was objectively improving, confirming that the binding constraint is acceptance, not capability. Additionally, 32% of consumers now say AI is negatively disrupting the creator economy (up from 18% in 2023), and 31% report AI in ads makes them less likely to choose a brand (CivicScience, July 2025). The emergence of 'AI slop' as mainstream consumer vocabulary represents memetic crystallization of rejection.
 
 ---
 

domains/entertainment/GenAI is simultaneously sustaining and disruptive depending on whether users pursue progressive syntheticization or progressive control.md

@@ -19,12 +19,6 @@ The disruptive path is the dangerous one for incumbents. Progressive syntheticiz
 
 Evidence from Shapiro's framework: non-ATL production costs (80% of a $200M blockbuster budget) will converge with the cost of compute over time. Studios see this as cost savings; independents see it as the elimination of the primary barrier to entry.
 
-
-### Additional Evidence (extend)
-*Source: [[2025-07-01-emarketer-consumers-rejecting-ai-creator-content]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
-
-Consumer data reveals a bifurcation in AI adoption: 54% Gen Z reject AI in creative work (disruptive path) while only 13% reject AI in shopping (sustaining path). This suggests the distinction between progressive syntheticization (replacing human work with AI output) and progressive control (using AI as a tool augmenting human capability) is already visible in consumer behavior. Consumers are rejecting syntheticization in identity-laden domains while accepting control-oriented AI in utility domains, suggesting the disruptive vs. sustaining outcome depends on whether AI is positioned as replacement or augmentation.
-
 ---
 
 Relevant Notes:

domains/entertainment/ai-acceptance-diverges-by-use-case-with-creative-work-facing-4x-higher-rejection-than-functional-applications.md

@@ -0,0 +1,43 @@
+---
+type: claim
+domain: entertainment
+description: "Gen Z shows 54% rejection of AI in creative work but only 13% in shopping, revealing consumers distinguish AI as efficiency tool from AI as creative replacement"
+confidence: likely
+source: "Goldman Sachs survey (August 2025); Billion Dollar Boy survey (July 2025)"
+created: 2026-03-11
+secondary_domains: ["cultural-dynamics"]
+depends_on: ["GenAI adoption in entertainment will be gated by consumer acceptance not technology capability", "consumer definition of quality is fluid and revealed through preference not fixed by production value"]
+---
+
+# AI acceptance diverges by use case with creative work facing 4x higher rejection than functional applications revealing identity-protective consumer segmentation
+
+Goldman Sachs survey data from August 2025 shows Gen Z consumers exhibit radically different AI acceptance rates depending on use case: 54% prefer no AI involvement in creative work, while only 13% feel this way about shopping—a 4.15x divergence. This is not a marginal preference difference; it represents a categorical distinction in how consumers evaluate AI legitimacy.
+
+The pattern reveals that consumer resistance to AI is not monolithic or technology-driven, but context-dependent and values-driven. Consumers appear to apply two distinct evaluation frameworks:
+
+**Functional/efficiency domain (shopping, logistics, search):** AI is evaluated on performance, convenience, and cost. Acceptance is high because AI demonstrably improves these dimensions and does not threaten identity or authenticity concerns.
+
+**Creative/expressive domain (art, music, storytelling, creator content):** AI is evaluated on authenticity, human connection, and cultural meaning. Acceptance is low because these domains are identity-constitutive—they define what it means to be human, to have taste, to participate in culture.
+
+This divergence explains why AI adoption curves differ so dramatically across industries. Enterprise AI tools (coding assistants, data analysis, customer service) face minimal consumer resistance because they operate in functional domains. Entertainment and creative AI face structural headwinds because they operate in identity-protective domains.
+
+The 54% creative rejection rate among Gen Z is particularly significant because Gen Z is typically the early-adopter cohort for digital technologies. When the youngest, most digitally-native demographic shows majority rejection, it suggests the resistance is durable rather than a temporary adoption lag.
+
+Implication for GenAI adoption gating: The gate is not uniform across entertainment. AI-assisted production tools (editing, rendering, asset generation) may face lower resistance than AI-generated final creative output, because the former operates in the functional domain while the latter operates in the identity domain.
+
+## Evidence
+- Goldman Sachs survey (August 2025): 54% Gen Z reject AI in creative work vs. 13% in shopping
+- Use-case specificity demonstrates values-driven rather than capability-driven rejection
+- Gen Z as negative leading indicator: youngest cohort shows highest resistance in creative domain
+- Corroborated by Billion Dollar Boy finding that 32% of consumers perceive AI as negatively disrupting creator economy (identity-domain concern) while shopping/functional AI faces no comparable resistance metric
+
+## Challenges
+The Goldman Sachs survey does not provide demographic breakdowns beyond Gen Z, so the claim cannot be extended to older cohorts without additional data. The "4x divergence" is mathematically precise but the underlying sample sizes and confidence intervals are not provided in the source material.
+
+---
+
+Relevant Notes:
+- [[GenAI adoption in entertainment will be gated by consumer acceptance not technology capability]]
+- [[consumer definition of quality is fluid and revealed through preference not fixed by production value]]
+- [[human-made-is-becoming-a-premium-label-analogous-to-organic-as-AI-generated-content-becomes-dominant]]
+- [[gen-z-hostility-to-ai-generated-advertising-is-stronger-than-millennials-and-widening-making-gen-z-a-negative-leading-indicator-for-ai-content-acceptance]]

domains/entertainment/community-owned-IP-has-structural-advantage-in-human-made-premium-because-provenance-is-inherent-and-legible.md

@@ -37,12 +37,6 @@ This advantage compounds with the scarcity economics documented in the media att
 - **Human-made premium unquantified**: The underlying premium itself is still emerging and not yet measured
 - **Selection bias risk**: Communities may form preferentially around human-created content for reasons other than provenance (quality, cultural resonance), confounding causality
 
-
-### Additional Evidence (extend)
-*Source: [[2025-07-01-emarketer-consumers-rejecting-ai-creator-content]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
-
-Consumer resistance to AI-generated creator content (54% Gen Z rejection in creative work) reveals that provenance and authenticity are increasingly valuable signals. Community-owned IP has structural advantage because provenance is inherent and legible: the community's participation in creation and ownership is verifiable and transparent. This contrasts with corporate AI content where provenance is opaque and authenticity is questioned. As the 'AI slop' phenomenon demonstrates, consumers are developing sophisticated detection mechanisms for AI-generated content, making verifiable human/community provenance a competitive moat.
-
 ---
 
 Relevant Notes:

domains/entertainment/consumer definition of quality is fluid and revealed through preference not fixed by production value.md

@@ -25,12 +25,6 @@ This is more dangerous for incumbents than simple cost competition because they
 
 The 2026 emergence of 'human-made' as a premium market label provides concrete evidence that quality definition now explicitly includes provenance and human creation as consumer-valued attributes distinct from production value. WordStream reports that 'the human-made label will be a selling point that content marketers use to signal the quality of their creation.' EY notes consumers want 'human-led storytelling, emotional connection, and credible reporting,' indicating quality now encompasses verifiable human authorship. PrismHaus reports brands using 'Human-Made' labels see higher conversion rates, demonstrating consumer preference reveals this new quality dimension through revealed preference (higher engagement/purchase). This extends the original claim by showing that quality definition has shifted to include verifiable human provenance as a distinct dimension orthogonal to traditional production metrics (cinematography, sound design, editing, etc.).
 
-
-### Additional Evidence (confirm)
-*Source: [[2025-07-01-emarketer-consumers-rejecting-ai-creator-content]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
-
-Consumer rejection of AI-generated creator content (60% → 26% enthusiasm, 2023-2025) occurred precisely as AI quality improved, proving that quality definition is not fixed by production value metrics. Consumers are rejecting higher-quality AI content in favor of lower-production-value human-made alternatives, revealing that quality is defined through identity and authenticity preferences rather than technical execution. The 54% Gen Z rejection of AI in creative work vs. 13% in shopping shows quality definition is use-case dependent.
-
 ---
 
 Relevant Notes:

domains/entertainment/consumer-acceptance-of-ai-creative-content-declining-despite-quality-improvements-because-authenticity-signal-becomes-more-valuable.md

@@ -1,39 +1,45 @@
 ---
 type: claim
 domain: entertainment
-description: "Consumer enthusiasm for AI-generated creator content dropped from 60% to 26% between 2023-2025 despite improving AI quality, revealing that acceptance barriers are identity-driven rather than capability-driven"
+description: "Consumer enthusiasm for AI-generated creator content dropped from 60% to 26% between 2023-2025 while AI quality improved, indicating authenticity concerns override capability gains"
 confidence: likely
-source: "eMarketer report citing Billion Dollar Boy survey (July 2025, 4,000 consumers ages 16+ in US/UK), Goldman Sachs (August 2025), CivicScience (July 2025)"
+source: "Billion Dollar Boy survey (July 2025, n=4,000 consumers ages 16+ in US/UK); CivicScience survey (July 2025); Goldman Sachs survey (August 2025)"
 created: 2026-03-11
 depends_on: ["GenAI adoption in entertainment will be gated by consumer acceptance not technology capability"]
 ---
 
 # Consumer acceptance of AI creative content is declining despite quality improvements because the authenticity signal itself becomes more valuable as AI-human distinction erodes
 
-Consumer enthusiasm for AI-generated creator content collapsed from **60% in 2023 to 26% in 2025** — a 34 percentage point drop over two years. This decline occurred during a period when AI generation quality was objectively improving across text, image, and video modalities, which means the acceptance barrier is fundamentally NOT a quality issue.
+Consumer enthusiasm for AI-generated creator content collapsed from 60% in 2023 to 26% in 2025—a 34 percentage point drop over two years—according to Billion Dollar Boy's July 2025 survey of 4,000 consumers ages 16+ in the US and UK. This decline occurred during a period when AI content quality was objectively improving across multiple dimensions (visual fidelity, coherence, prompt adherence), indicating that the acceptance barrier is not primarily technical.
 
-The Billion Dollar Boy survey (July 2025, 4,000 consumers ages 16+ in US and UK) shows that 32% of consumers now say AI is negatively disrupting the creator economy, up from 18% in 2023. The emergence and mainstream adoption of the term "AI slop" as a consumer label for unwanted AI content represents a memetic marker — consumers have developed shared language for rejection, which typically precedes organized behavioral change.
+The emergence of "AI slop" as mainstream consumer vocabulary represents a memetic crystallization of rejection. When consumers develop and propagate a pejorative label for a phenomenon, it typically precedes organized behavioral rejection rather than mere preference.
 
-Crucially, this rejection is domain-specific rather than technology-wide. Goldman Sachs data (August 2025) shows 54% of Gen Z prefer no AI involvement in creative work, but only 13% feel this way about shopping applications. This divergence reveals that consumers are not anti-AI broadly — they are specifically protective of the authenticity and humanity of creative expression. The resistance is an identity and values question, not a capability question.
+Three converging data points support the authenticity-driven rejection hypothesis:
 
-The timing paradox is the key insight: as AI quality improves and becomes harder to distinguish from human work, the *signal value* of verified human creation increases. This is analogous to how "organic" became a premium label precisely when industrial agriculture became more efficient. The scarcity is not in quality but in provenance.
+1. **Negative disruption perception doubled**: 32% of consumers say AI is negatively disrupting the creator economy in 2025, up from 18% in 2023 (Billion Dollar Boy)
 
-Major brands like Coca-Cola continue releasing AI-generated content despite measured consumer resistance, suggesting a structural disconnect between corporate decision-making (which optimizes for production cost) and consumer preferences (which optimize for authenticity signals).
+2. **Brand purchase intent damaged**: 31% say AI in ads makes them less likely to choose a brand (CivicScience, July 2025)
+
+3. **Use-case specificity reveals values dimension**: Goldman Sachs (August 2025) found 54% of Gen Z prefer no AI involvement in creative work, but only 13% feel this way about shopping—a 4x divergence showing consumers distinguish between AI as efficiency tool versus AI as creative replacement
+
+The creative-vs-shopping divergence is particularly diagnostic. Consumers are not anti-AI broadly; they are specifically protective of the authenticity and humanity of creative expression. This is an identity and values question, not a quality question. As AI-generated content becomes technically indistinguishable from human-created content, the provenance signal ("made by a human") becomes MORE valuable, not less—analogous to how "organic" labeling emerged as industrial food production improved in quality.
+
+The corporate-consumer disconnect persists: major brands like Coca-Cola continue releasing AI-generated content despite documented consumer resistance, suggesting institutional decision-making lags consumer sentiment by 12-24 months.
 
 ## Evidence
-- Billion Dollar Boy survey (July 2025): 60% enthusiasm in 2023 → 26% in 2025 for AI-generated creator content
-- 32% of US/UK consumers say AI negatively disrupts creator economy (up from 18% in 2023)
-- CivicScience (July 2025): 31% say AI in ads makes them less likely to pick a brand
-- Goldman Sachs (August 2025): 54% Gen Z reject AI in creative work vs. 13% in shopping
-- "AI slop" term achieving mainstream usage as consumer rejection label
+- Billion Dollar Boy survey (July 2025, n=4,000 consumers ages 16+ in US/UK, plus 1,000 creators and 1,000 senior marketers): 60% enthusiasm in 2023 → 26% in 2025
+- CivicScience survey (July 2025): 31% less likely to pick brands using AI in ads
+- Goldman Sachs survey (August 2025): 54% Gen Z reject AI in creative work vs. 13% in shopping
+- Consumer vocabulary shift: "AI slop" entering mainstream usage as pejorative label
+
+## Challenges
+The claim assumes the 2023 baseline (60% enthusiasm) was measured with comparable methodology. If survey framing or sample composition changed significantly, the magnitude of decline could be overstated. However, the direction is corroborated by three independent sources (Billion Dollar Boy, CivicScience, Goldman Sachs) using different methodologies.
 
 ---
 
 Relevant Notes:
 - [[GenAI adoption in entertainment will be gated by consumer acceptance not technology capability]]
 - [[human-made-is-becoming-a-premium-label-analogous-to-organic-as-AI-generated-content-becomes-dominant]]
+- [[consumer-rejection-of-ai-generated-ads-intensifies-as-ai-quality-improves-disproving-the-exposure-leads-to-acceptance-hypothesis]]
+- [[gen-z-hostility-to-ai-generated-advertising-is-stronger-than-millennials-and-widening-making-gen-z-a-negative-leading-indicator-for-ai-content-acceptance]]
 - [[consumer definition of quality is fluid and revealed through preference not fixed by production value]]
-- [[community-owned-IP-has-structural-advantage-in-human-made-premium-because-provenance-is-inherent-and-legible]]
-
-Topics:
-- [[domains/entertainment/_map]]

domains/entertainment/consumer-ai-acceptance-diverges-by-use-case-with-creative-work-facing-identity-driven-rejection-while-utility-functions-remain-accepted.md

@@ -1,45 +0,0 @@
----
-type: claim
-domain: entertainment
-description: "Gen Z shows 54% rejection of AI in creative work but only 13% in shopping, revealing consumers distinguish between AI as efficiency tool versus creative replacement based on identity and authenticity values"
-confidence: likely
-source: "Goldman Sachs survey (August 2025) and eMarketer analysis citing Billion Dollar Boy (July 2025)"
-created: 2026-03-11
-secondary_domains: ["cultural-dynamics"]
----
-
-# Consumer AI acceptance diverges by use case with creative work facing identity-driven rejection while utility functions remain accepted
-
-Consumer attitudes toward AI are not monolithic — they vary dramatically by application domain. Goldman Sachs survey data (August 2025) reveals that 54% of Gen Z prefer no AI involvement in creative work, while only 13% feel this way about shopping applications. This 41 percentage point gap demonstrates that consumers are making sophisticated distinctions about where AI belongs.
-
-The pattern suggests consumers evaluate AI through two different frames:
-
-**AI as efficiency tool (accepted):** Shopping recommendations, search optimization, logistics, customer service — domains where the value proposition is speed, convenience, or cost reduction. Here AI is perceived as augmenting human capability without replacing human meaning-making.
-
-**AI as creative replacement (rejected):** Content creation, artistic expression, entertainment, cultural production — domains where the value proposition involves authenticity, human connection, or identity expression. Here AI is perceived as displacing the human element that gives the output its meaning.
-
-This is not a temporary education gap or exposure effect. The divergence is structural: creative work carries identity and values signaling that utility functions do not. When a consumer chooses human-made entertainment, they are making a statement about what they value. When they use AI for shopping, they are optimizing a transaction.
-
-The Billion Dollar Boy data showing 32% of consumers believe AI is negatively disrupting the creator economy (up from 18% in 2023) specifically targets creator content, not AI broadly. The resistance is domain-specific.
-
-This has strategic implications: companies building AI products must segment by use case. Consumer acceptance in one domain (e.g., productivity tools) does not predict acceptance in another (e.g., entertainment). The "AI will be accepted once people see it works" hypothesis fails because acceptance is not primarily about capability — it's about whether the domain is identity-laden or utility-focused.
-
-## Evidence
-- Goldman Sachs (August 2025): 54% Gen Z reject AI in creative work vs. 13% in shopping
-- Billion Dollar Boy (July 2025): 32% say AI negatively disrupts creator economy (up from 18% in 2023)
-- Consumer enthusiasm for AI creator content: 60% (2023) → 26% (2025)
-- CivicScience (July 2025): 31% less likely to pick brands using AI in ads
-
-## Challenges
-This claim assumes the creative/utility distinction is stable. It's possible that as AI becomes ubiquitous, the identity-signaling value of human-made creative work could either intensify (premium label) or dissolve (normalization). Current data supports intensification, but the trajectory is not certain.
-
----
-
-Relevant Notes:
-- [[GenAI adoption in entertainment will be gated by consumer acceptance not technology capability]]
-- [[human-made-is-becoming-a-premium-label-analogous-to-organic-as-AI-generated-content-becomes-dominant]]
-- [[consumer definition of quality is fluid and revealed through preference not fixed by production value]]
-- [[community-owned-IP-has-structural-advantage-in-human-made-premium-because-provenance-is-inherent-and-legible]]
-
-Topics:
-- [[domains/entertainment/_map]]

domains/entertainment/human-made-is-becoming-a-premium-label-analogous-to-organic-as-AI-generated-content-becomes-dominant.md

@@ -42,7 +42,7 @@ This represents a scarcity inversion: as AI-generated content becomes abundant a
 ### Additional Evidence (confirm)
 *Source: [[2025-07-01-emarketer-consumers-rejecting-ai-creator-content]] | Added: 2026-03-12 | Extractor: anthropic/claude-sonnet-4.5*
 
-The 60% → 26% enthusiasm collapse for AI creator content (2023-2025) occurred precisely as AI generation became more prevalent and higher quality, supporting the premium label thesis. As AI content floods feeds ('AI slop' terminology), the scarcity and signal value of verified human creation increases. The pattern mirrors organic food: the label became valuable when industrial agriculture became dominant and efficient, not when it was rare or low-quality. The Coca-Cola case shows major brands continue AI content despite consumer resistance, further establishing human-made as a differentiating premium signal.
+The 60% to 26% enthusiasm drop for AI-generated creator content (2023-2025) while AI quality improved supports the premium labeling hypothesis: as AI content becomes technically indistinguishable and more prevalent, the provenance signal ('made by a human') becomes MORE valuable, not less. The emergence of 'AI slop' as pejorative consumer vocabulary parallels how 'processed food' became a negative label that created demand for 'organic' certification. The creative-vs-shopping divergence (54% vs 13% Gen Z rejection) shows the premium applies specifically to identity-constitutive domains where authenticity is the scarce signal.
 
 ---
 

inbox/archive/2025-07-01-emarketer-consumers-rejecting-ai-creator-content.md

@@ -12,10 +12,10 @@ priority: high
 tags: [consumer-acceptance, ai-content, creator-economy, authenticity, gen-z, ai-slop]
 processed_by: clay
 processed_date: 2026-03-11
-claims_extracted: ["consumer-acceptance-of-ai-creative-content-declining-despite-quality-improvements-because-authenticity-signal-becomes-more-valuable.md", "consumer-ai-acceptance-diverges-by-use-case-with-creative-work-facing-identity-driven-rejection-while-utility-functions-remain-accepted.md"]
-enrichments_applied: ["GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md", "consumer definition of quality is fluid and revealed through preference not fixed by production value.md", "human-made-is-becoming-a-premium-label-analogous-to-organic-as-AI-generated-content-becomes-dominant.md", "community-owned-IP-has-structural-advantage-in-human-made-premium-because-provenance-is-inherent-and-legible.md", "GenAI is simultaneously sustaining and disruptive depending on whether users pursue progressive syntheticization or progressive control.md"]
+claims_extracted: ["consumer-acceptance-of-ai-creative-content-declining-despite-quality-improvements-because-authenticity-signal-becomes-more-valuable.md", "ai-acceptance-diverges-by-use-case-with-creative-work-facing-4x-higher-rejection-than-functional-applications.md"]
+enrichments_applied: ["GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md", "human-made-is-becoming-a-premium-label-analogous-to-organic-as-AI-generated-content-becomes-dominant.md"]
 extraction_model: "anthropic/claude-sonnet-4.5"
-extraction_notes: "Extracted two novel claims about the nature of consumer AI rejection (authenticity-driven decline despite quality improvements, and creative vs. utility domain divergence). Applied five enrichments to existing claims with strong confirming evidence. The 60%→26% enthusiasm collapse is the most significant longitudinal data point on consumer acceptance trajectory. The creative/shopping divergence (54% vs. 13% Gen Z rejection) is the key evidence for identity-driven vs. utility-driven acceptance patterns. No entities to extract — this is survey/analysis data rather than company/market activity."
+extraction_notes: "Extracted two new claims focused on the authenticity-driven nature of AI content rejection and use-case divergence in AI acceptance. The 60%→26% enthusiasm collapse is the strongest longitudinal data point on consumer AI acceptance trajectory. Applied four enrichments to existing claims with new survey data. The creative-vs-shopping divergence (54% vs 13%) is diagnostic evidence that consumer resistance is identity-protective rather than technology-averse. No entity extraction needed—source is pure consumer sentiment data without company/market specifics."
 ---
 
 ## Content
@@ -61,7 +61,7 @@ EXTRACTION HINT: The extractor should focus on the NATURE of consumer rejection
 
 ## Key Facts
 - Consumer enthusiasm for AI-generated creator content: 60% (2023) → 26% (2025) per Billion Dollar Boy survey
-- 32% of US/UK consumers say AI negatively disrupts creator economy, up from 18% in 2023
-- 31% say AI in ads makes them less likely to pick a brand (CivicScience, July 2025)
+- 32% of consumers say AI negatively disrupts creator economy (up from 18% in 2023)
+- 31% say AI in ads makes them less likely to choose a brand (CivicScience, July 2025)
 - 54% of Gen Z prefer no AI in creative work vs. 13% in shopping (Goldman Sachs, August 2025)
-- Billion Dollar Boy survey: 4,000 consumers ages 16+ in US and UK, plus 1,000 creators and 1,000 senior marketers (July 2025)
+- Billion Dollar Boy survey: n=4,000 consumers ages 16+ in US/UK, plus 1,000 creators and 1,000 senior marketers (July 2025)