Scripted, mass-produced influencer marketing has sent the internet spiraling toward a dystopian era of “loser-generated content.” Plus, we share key insights from eTail West, a sneak peek into Future Commerce’s Word of Mouth Index with Fairing, and dissect some disturbing internet finds of the week.The End of the World As We Know It

• [04:00] Lemon Balm Tea’s influencer campaign: Meanwhile, on TikTok, a scripted ad for Lemon Balm Tea sparks hundreds of fake testimonials. How many “highest-paid nutritionists” can there really be?
• [14:00] Old men yell at the Cloud: Is the internet dead? TikTok, Twitter, and even LinkedIn algorithms are riddled with bots and unchecked scripted influencer marketing.
• [32:00] The Word of Mouth Index: FC+ and Fairing collaborate on a one-of-a-kind index – available to all FC+ members now.
• [33:00] eTail recap: Future Commerce’s seven sessions included a keynote from Phillip on time capsules and what they represent for commerce and culture. Brian closed out eTail with three sessions in a row on ___
• [35:00] Overheard at eTail: A lot of concern around tariffs, anticipation for Target’s earnings (not looking good), and other fears around national commerce.
• [45:00] Obvi’s viral organic ad: An Arcads.ai employee brags about the efficacy of a recent Obvi TikTok marketing a weight loss supplement. The 14.1-million view video likely drove over five figures of revenue, but critics claim a lack of legality and raise an important question about AI marketing regulation.
• “It’s the grossest way to market.” – Brian
• “Social is bought and paid for and sold.” – Brian
• “The greatest reach I’ve had on Twitter happened when I left a benign comment on Kieran Culkin’s Oscar speech and thirty people made fun of me.” – Phillip
• “Cultural production is downstream of commerce and commerce-driven social discourse happening on the internet.” – Phillip
• “There are two ways people pay attention to things: If they’re funny or if they’re hot.” – Brian

• Insiders: Alex Greifeld’s The End of Outside
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• Steph Liu on X
• Word of Mouth Index - designed in partnership with Fairing
• Barry Hott on X

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We unpack the market reactions from the NikeSkims turnout, the fantastical and terrifying future of gene editing, and Howard Lutnick’s first moves as Commerce Secretary. PLUS: Future Commerce is headed to Shoptalk! Phillip and Brian bring the heat from Palm Springs!

Coming Up: Don’t miss our coverage of Howard Lutnick’s First 100 Days. Follow our show wherever you listen to podcasts, subscribe to our weekly newsletters, and join us on Instagram, YouTube, LinkedIn, TikTok, and X.

• [:03:00] Howard Lutnick sworn in – twice, for good measure – as Secretary of Commerce. Track his first months in the job, follow our series First 100 Days.
• [09:00] Nike partners with Kim Kardashian-owned brand, Skims, tapping into a new corner of the activewear market.
• [25:00] The Los Angeles Project is the latest bold attempt at gene-editing and foresees a future where “life itself is brought under human design.”
• “There’s so much happening with Lutnick at the helm, and it’s worth keeping an eye on what the expanded responsibilities mean for commerce and beyond.” — Phillip
• “I think Nike is making good moves. I think they're making smart financial decisions, and they're partnering with the right people.” — Brian
• “For everything I’ve ever thought about Kim K, she continues to absolutely defy expectations as the ultimate business person.” — Phillip
• “The first movie studio to get the dragons wins.” — Brian
• “One company has made pigs with 69 gene edits to make their organs more compatible for human transplants... But are glowing rabbits really where we need to go next?” — Phillip

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• Our take on fentanyl czars
• The Senses: I Tried Doji (But It Turned Me Into a Black Man)
• Wired: Your Next Pet Could Be A Glowing Rabbit

• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on X, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!