Vogue Business on Retrograde:
https://archive.is/IX4m6
To secure brand deals, many mid-sized creators typically fork over 20 per cent of their earnings to work with an agency, or self-manage — which translates into a lot of time spent on emails, says influencer-turned-entrepreneur Grace Beverley, who originally gained a following of more than a million on Instagram through lifestyle content focused on fitness as @GraceFitUK. “It essentially means that they end up having a glorified desk job… you’d be so surprised at how bad the efficiency is within the whole industry.”
Now the founder of activewear brand Tala and fitness app Shreddy, Beverley is hoping to make it less laborious for creators like her to monetise their content. This August, she, along with co-founders Meehan and Jake Browne (who co-founded two other startups aimed at content creators), launched Retrograde, positioned as an “AI talent agent” that communicates with the creator via text message and potential clients via email. It is designed to communicate like a person and can read contracts and digest creative briefs, communicating key takeaways with the creator (similar to an agent) through text message. While more complex brand deals, like those with many facets and negotiations on usage of intellectual property, might require more hand-holding, that’s not the majority of deals that happen in the industry, Beverley says.
“One of the greatest applications that we could do with AI is helping to optimise those processes that are admin heavy and don’t need to be,” says Beverley, adding that this type of tech (which was built on tech from AI companies OpenAI and Anthropic) is well suited to this industry because there are relatively few variables in each of these influencer contracts.
Creators are onboarded and given a Retrograde email, and when a brand reaches out with a proposal — say, $500 for an Instagram post — Retrograde will text them an update, and the creator can respond and say that they will only do it for $1,500. Once the negotiation has reached a resolution — Beverley says even simple deals can take more than 10 emails — it generates a contract. Retrograde makes money by taking 10 per cent of the fee and is paid only when the influencer is paid.