Retailers and brands say creator content is delivering strong returns, whether it comes in the form of mini-series or unboxing videos, and the pace of program launches this year shows the strategy has moved from experiment to core playbook.

Aerie built its creator program around its most avid fans — and drew thousands of applicants. The brand attached one key rule to the program, according to Modern Retail's reporting: no AI.

Gap Inc. took a different route. The retailer began an employee creator program, turning its own staff into content producers rather than relying solely on external influencers.

Ugg went further afield still. The footwear brand started working with art students on creative content and product description pages, choosing collaborators outside the conventional fashion-influencer pool.

Target restructured its approach entirely. The retailer killed its previous creator program and launched two new ones: Club Target and Target Ambassadors.

Kohl's, meanwhile, is stepping up its creator efforts as it attempts a sales reset. The retailer began giving its creators a chance to earn a commission on every sale, in addition to the free products they already received.

Creator programs are not new, but the range of models now in play — fan communities, employee advocates, art students, commissioned sellers — suggests retailers see creator content as a flexible channel rather than a single tactic. As more players move in, the differentiators will be how tightly each program ties content to commerce.