Innovation of the Week: Tala founder Grace Beverley has launched an AI business to democratise content creation

What is it?

Founder of activewear retailer Tala, influencer and entrepreneur Grace Beverley has co-founded a new venture using AI to revolutionise content creation. 

Retrograde aims to help creators earn more from their work by helping with tasks such as inbox management, deal negotiation and automatically matching the right influencers to relevant brands. This eliminates the need for agencies, helping smaller creators to grow faster.

Posting the news on her Instagram, Beverley explained that the industry has grown so rapidly over the past decade that it is becoming too large to manage. 

Co-founded alongside Jake Browne and Gary Meehan, the startup aims to leverage AI to give creators a 24/7 AI talent agency in their pocket, ensuring that they don’t miss out on new brand opportunities. 

Why does it matter?

This initiative demonstrates the growth and relevance of social media marketing, which presents huge opportunities for brands that can match with the right content creators.

Creative agency We Are Social reported that influencer advertising spend in the UK increased by 15% last year, with UK consumers spending more time on TikTok than any other country in the world. Multiple platforms including Facebook, Instragram, LinkedIn, Pinterest and Snapchat extended their advertising reach last year.

“The context you need is that over the last decade the creator industry has grown and matured massively to the point where there are now millions of creators of all sizes, and as a result it’s become too large for a one-size-fits-all management model.”

Grace Beverley, chief executive and founder, Tala, Shreddy, The Productivity Method, Retrograde

Strategic implications

AI tools will play a rapidly increasing role in managing busy schedules, finding talent, and connecting brands for the right partnerships. 

Winning strategies

• AI for improved productivity and engagement
• Focus on innovation