The Attention Shift The Supreme Court Rules on AI, KSI’s 6th Tier Takeover & The Secrets of Live Shopping UNLOCKED!
Mar 11, 2026
A deep dive into the Supreme Court’s ruling that AI-created works lack copyright and what that means for automated media. New research on live shopping shows storytelling and context beat discounts and countdown tactics. Discussion on creators moving from rented funnels to owning clubs and sports teams, plus how creator integrations can reshape sports and youth fan engagement.
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Live Shopping Rewards Story Over Discounts
- Live shopping is a distinct buying environment where story and context matter more than discounts.
- Impulse Lab found nearly half of live shoppers are context responders and 74% who bought for a story felt positive 48 hours later.
Use Creator Storytelling Instead Of Countdown Tactics
- Do prioritise authentic storytelling and creator-led context when planning live commerce rather than relying on countdowns and big discounts.
- Jo Redfern gave a TikTok seller example who sold hundreds of thousands GMV using relatable daily-life storytelling with 10k followers.
Creators Transition From Renters To Owners
- Creators are moving from being rented marketing channels to becoming owners and governance participants in sports properties.
- KSI bought a minority stake in Dagenham and Redbridge to create a documentary-content engine tracking a climb from sixth tier to higher leagues.