The creator economy is booming, with Goldman Sachs projecting it to hit $480 billion by 2027.
But as the industry grows, traditional talent management—often charging creators 20% or more of their brand deal earnings—is struggling to keep up.
Enter Retrograde, a Dublin-based startup that raised $2 million in September 2024 to disrupt the status quo with its AI-powered talent agent, Emma.
Launched recently, Emma promises to replace human managers, streamline brand deals, and empower creators—all for a lean 10% commission.
Retrograde’s Vision: AI as Your 24/7 Talent Agent
Founded by Jake Browne, Grace Beverley, and Gary Meehan, Retrograde aims to “democratize the creator industry” by offering an AI-driven alternative to traditional talent agencies.
Their flagship product, Emma, is an AI “AutoPilot” designed to handle the end-to-end process of brand sponsorships. From managing inboxes and negotiating contracts to chasing payments and sending invoices, Emma operates 24/7, interfacing with brands via email and updating creators through SMS or WhatsApp.
Unlike human managers, Emma doesn’t sleep, miss messages, or juggle multiple clients. She uses real-time rate intelligence to ensure creators get top market rates and pitches them to new brands daily, transforming gifting opportunities or event invites into paid deals.
Creators simply sign up, add a personalized email address to their bio, and Emma takes over—no complex dashboards or lengthy onboarding required.
Retrograde’s pitch is compelling: why pay a talent agency 20%+ when an AI can deliver the same services for half the cost? As Browne puts it, “A brand deal for most creators is a straightforward deal that doesn’t have the exotic intricacies that come with studio blockbusters.” For many creators, especially those underserved by overworked agents, this efficiency is a game-changer.
The Creator Economy’s Pain Point
The creator economy has outgrown the one-size-fits-all management model. With millions of creators—from nano-influencers to global stars—there simply aren’t enough human agents to go around.
Many creators, particularly smaller ones, are left to fend for themselves or pay steep fees for minimal support. Grace Beverley, co-founder and a creator with over 1 million Instagram followers, highlights the gap: “There are so many creators who can’t get access to that level of support, or the 20% of income model doesn’t make sense to them due to the simplicity of their deals.”
Traditional agencies often prioritize high-profile clients, leaving emerging creators underserved. Even when representation is secured, the 20%+ commission can feel disproportionate for straightforward brand deals. Retrograde’s 10% commission, with no upfront costs or contracts, positions it as a creator-friendly alternative. Plus, their referral program offers 5% of their cut to creators who bring in others, further incentivizing adoption.
Emma in Action: A Smarter Way to Monetize
Emma’s capabilities are tailored to the modern creator’s needs. She handles creative briefings, contract reviews, content approvals, and invoicing, freeing creators to focus on content rather than administrative grunt work.
Creators stay in control, with one-click options to accept or reject deals and instant text notifications to keep them in the loop. As one creator noted, “The peace of mind that comes with knowing my business is in good hands with Retrograde is honestly unmatched.
I’m getting paid better rates, and because my agent is AI, I can chat to her literally anytime.”
Retrograde’s recent launch of Retrograde 2.0 takes this further, moving the experience into a dedicated app with live dashboards, performance tracking, and smart notifications. This upgrade, built on the back of their $2 million pre-seed round led by Elkstone, signals their ambition to scale globally, with plans to expand into the U.S. market.
A Reality Check: Can AI Really Replace Managers?
The idea of an AI replacing a human manager raises eyebrows. After all, talent management often involves nuanced relationship-building, strategic career planning, and advocacy—tasks that seem inherently human.
Critics argue that AI can’t replicate the emotional intelligence or industry connections of a seasoned manager. As CORQ’s Sara McCorquodale notes, “AI can’t replace managers. For every unresponsive, disruptive creator manager, there is a manager turning down deals to protect their talent’s IP at their own expense.”
Yet Retrograde’s founders don’t claim Emma will replace all managers outright. Instead, they target creators who don’t need—or can’t access—full-service representation. For entrepreneurial UGC creators or those with straightforward brand deals, Emma’s efficiency and affordability are hard to beat. The platform could also complement existing management, acting as a tool to handle repetitive tasks while human agents focus on high-level strategy.
Here’s the blunt truth: if your talent manager’s primary value is sending emails and chasing invoices, an AI like Emma might already be a better fit. The creator economy doesn’t always need Hollywood-style management; it needs scalable, accessible solutions that match its rapid growth.
The Bigger Picture: AI’s Role in the Creator Economy
Retrograde’s rise reflects a broader trend: AI is reshaping how creators work. From content generation to audience analytics, AI tools are becoming indispensable.
Retrograde’s Emma is unique in targeting the business side of creativity, addressing a pain point that’s been ignored for too long. With 2,738 creator sign-ups and 721+ brands already on board, the platform is gaining traction fast.
But challenges remain. Consumer skepticism about AI — evident in backlash to tools like Snapchat’s My AI or SheerLuxe’s AI editor—could hinder adoption. Creators may also hesitate to entrust their careers to an algorithm, especially without a track record of long-term success.
Retrograde’s human support team, available for complex issues, is a smart hedge against this, but the platform’s future hinges on proving Emma can deliver consistent results.
Final Thoughts: A Wake-Up Call for Talent Agencies
Retrograde’s Emma isn’t just a tool; it’s a wake-up call for the creator economy. Talent agencies must adapt or risk being outpaced by AI-driven alternatives.
For creators, the math is simple: why pay 20% for services an AI can provide for 10%? As Retrograde expands, it’s poised to empower a new wave of creators, particularly those who’ve been overlooked by traditional management.
The question isn’t whether AI can replace creator managers—it’s whether managers can evolve fast enough to stay relevant. If your manager’s job boils down to tasks a bot can handle, it’s time to rethink what “management” really means in the creator economy.
Retrograde, with Emma leading the charge, is betting that AI is the answer. So far, the numbers — and the creators — are on their side.
