Digital Disruption

AI, Immersive Worlds, and Bold Bets Reshape Brands and Creators

Last month, as I sipped coffee in a co-working space buzzing with entrepreneurs, a notification lit up my phone: Dr. Squatch, a men’s grooming brand, had launched a soap bar supposedly infused with Sydney Sweeney’s bathwater. My first thought was, This is absurd. My second? This is brilliant.

Within hours, TikTok and X were ablaze with creators dissecting the stunt, driving millions of free impressions. As an entrepreneur and journalist, I’ve learned to spot a pivot point when I see one. This wasn’t just a quirky campaign; it was a glimpse into a seismic shift in how brands and creators navigate the social media landscape in 2025—a shift I’ve been tracking with equal parts fascination and skepticism.