Putting AI inside a creator casting and briefing workflow for TikTok Shop and global campaigns.
ClientiHerb
RoleTalent casting for livestream and UGC, AI trend and creator scouting
Year2025
LocationLos Angeles
The brief
iHerb needed creators for livestreams and UGC across global campaigns, fast, and the casting and briefing process was the bottleneck.
What I did
I led talent casting for both livestream and UGC production, and built AI into the workflow: identifying trends, scouting creators with a track record of converting, and streamlining briefs so they landed with the audience the brand was actually after.
Why it worked
The AI didn't pick the creators. It narrowed the field so we could spend our time on the decision that mattered, and the briefs got sharper because the research behind them got faster.
The result
Production speed nearly doubled, with a 30% lift in engagement and impressions over the previous approach.
