Natalie Silverstein Joins IAB's Creator Economy Board of Directors

In a significant move for the evolving landscape of creator marketing, Natalie Silverstein, the Chief Innovation Officer of Collectively, has been appointed to the Interactive Advertising Bureau (IAB) Creator Economy Board of Directors. Announced on April 30, 2026, this appointment positions Silverstein at a crucial juncture in guiding the future of digital media and marketing.

The IAB serves as a pivotal trade association for the digital marketing industry, and its Creator Economy Board was established in 2025 to create standardized frameworks for brands to effectively invest in the creator economy. Silverstein’s expertise is expected to play a vital role in navigating these waters as the industry grows and matures.

Silverstein brings a wealth of knowledge and a fresh perspective to the board, rooted in her extensive experience at Collectively, a company known for its cutting-edge approach to influencer marketing. Described as a thought leader, she frequently engages with C-suite executives to strategize around the intersection of artificial intelligence (AI) and creator marketing. Recognizing early on that AI and creator marketing would converge, she spearheaded the launch of Chorus—a tool designed to enhance clients' understanding of their portrayal and discussions in large language models (LLMs). This allows them to optimize their creator partnerships in impactful ways.

In addition to her innovation within the company, Silverstein is passionate about educating others in the field. She launched the Gen AI Creator Residency Program in collaboration with The Brandtech Group, which aims to accelerate AI explorations through hands-on guidance from specialized AI creators. The initiative has inspired teams at Collectively to explore the untapped potential of generative AI.

Her impactful contributions have not gone unnoticed; this year, she was recognized in ADWEEK’s AI Power 50 list, spotlighting executives who are advancing AI integration within marketing and advertising.

As brands increasingly view creator partnerships as pivotal to their media strategy, Silverstein emphasizes the necessity of establishing transparent measurement standards and brand safety protocols. "It's vital that we build clear frameworks for performance metrics, especially as AI transforms how we discover and leverage creator content," she stated. She aims to foster an environment of increased standardization and accountability within the industry, maximizing benefits for both marketers and creators alike.

Zoe Soon, Vice President of Experience Center at IAB, expressed enthusiasm for Silverstein's contributions, stating, "Natalie is among the most innovative leaders in this realm. Her insights and practical experience in blending AI with creator marketing will greatly benefit our mission."

Collectively has established partnerships with prominent global brands, including Dove, TRESemmé, and Liquid I.V. By delivering social-first marketing strategies that resonate deeply with audiences, the company has become a pivotal player in the industry.

As Silverstein steps into this crucial role, both her professional journey and her contributions to the Creator Economy Board signal a promising future for creator marketing, driven by innovation and collaboration. The industry is on the verge of transformations that could redefine how brands engage with creators, potentially unlocking unprecedented opportunities for both parties.