Insights from the intersection
of talent and brand.

The 79th Festival de Cannes opens May 12. Before a single premiere screens, the prestige conversation has already been measured — and the result reveals a luxury landscape that has fractured into two distinct categories. A new joint study from 5W, the AI Communications Firm, conducted in partnership with Haute Living and Talent Resources, ran 200 high-intent prompts across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews five days before festival opening. The find

The athlete economy is now operating under a new gatekeeper. Generative AI engines — ChatGPT, Claude, Gemini, and Perplexity — have become the new front page for every athlete on Earth. When a brand partner, a sponsor, or a future investor asks an AI engine about an athlete, the engine answers in seconds. That answer increasingly defines the deal. In Tune With AI: The Athletes 50 is the third volume in the joint research series from Talent Resources and 5W, following The Cele

The talent industry is now operating under a new gatekeeper. Generative AI engines — ChatGPT, Claude, Gemini, and Perplexity — have become the new front page for every celebrity, athlete, founder, and creator on Earth. When a fan, a brand partner, or a future investor asks an AI engine about a public figure, the engine answers in seconds. That answer increasingly defines the relationship. In Tune With AI is a joint research report from Talent Resources and 5W. It is the secon

The talent industry has been operating on a twenty-year-old playbook. Paid endorsement deals are now the entry tier of what is commercially possible. The biggest outcomes of the past five years — SKIMS at a $5 billion valuation, Rare Beauty at $2.7 billion, Hailey Bieber's rhode sold to e.l.f. Beauty for up to $1 billion, Dwayne Johnson's Teremana estimated at $3.5 billion — have been equity and founder arrangements where the celebrity is actually building the brand. The Cele