The creator economy just crossed an invisible line. Creators aren’t just endorsing products anymore. They’re building commerce ecosystems, negotiating equity, and shaping distribution from the inside. For years, brands treated creators like amplification tools. But the smartest creators are repositioning themselves as strategic partners. And honestly, this changes everything. When a creator has emotional ownership of an audience, they don’t need a brand to validate them. Brands need to plug into something that already has meaning. That’s why we’re seeing a shift from campaign briefs to long-term infrastructure plays. If, as a brand, you’re still measuring creator success by impressions, you’re missing the bigger shift: Creators are no longer media channels. How is your brand redefining creator partnerships in 2026?