Why SharkNinja Is Betting on Creators Over AI-Generated Content
AMENIA, NY — The vacuum cleaner aisle used to start with a Google search. Now it begins with a TikTok video of someone’s favorite creator demonstrating how a cordless stick vac handles pet hair on hardwood floors.
@jessdoinglifee The best thing I’ve ever bought!!! @SharkNinja @Shark Home UK @Shark Home thank you for making my life a lot easier!! 😍🙌 #sharkninja #vacmop #ninja #shark #fyp
That change in the consumer journey has prompted SharkNinja to double down on creator partnerships while taking a deliberately cautious approach to AI-generated advertising content. The home appliance maker sees creator trust as an asset that artificial intelligence simply cannot replicate – at least not yet.
“There’s so much inherent trust in these creators from consumers that there isn’t a lot of need for search to say, ‘Does this product work for me?'” said Dave Kersey, global head of media at SharkNinja, in this video interview with Beet.TV. “Because they’re seeing it in real life from the creator’s point of view and the solutions that product’s solving for them.”
The search paradigm is crumbling
Consumer attention has migrated to mobile devices and social platforms, altering how people discover and evaluate products. While high-intent search signals remain valuable, SharkNinja is witnessing substantial success with what Kersey calls “creator-to-conversion” pathways.
Global influencer marketing spending is projected to reach $24.1 billion by 2026, up from $16.4 billion in 2022, according to Gartner research. Brands across categories are recognizing that creator recommendations often carry more weight than traditional advertising.
“Consumers see themselves in those situations much easier than researching it to say, ‘Does this work for me?'” Kersey said. “They need to see it in real life. So it’s changing the consumer behavior quite drastically.”
AI automation yes, AI content creation not so fast
SharkNinja’s approach to artificial intelligence distinguishes between operational efficiency and creative production. The company actively deploys AI for automation and optimization, using it to scale performing creator content and reach the right consumers in real time.
Content creation, however, remains largely human-driven. Kersey described ongoing “test and learns” with AI-generated creative but emphasized that creator-produced content continues to outperform alternatives. The company operates what he characterized as a “machine” that rapidly evolves content daily, pulling non-performing material and introducing fresh creative on a global scale.
“On the content creation, we’re doing some test and learns, but right now, our performance is coming from the creator’s point of view,” Kersey said. “So as long as that’s working, and we always are looking to refine it and optimize it, but this is where we’re seeing a lot of success. So until that changes, I’m not sure we would go all-in or even go further from an AI content creation perspective.”
Preparing for the agentic search era
The emergence of AI-powered search tools and social search functionality, though, is forcing SharkNinja to reconsider its content strategy timeline. Where social content traditionally has a brief shelf life – consumers constantly crave fresh material from their favorite creators – AI search engines may surface older content that remains relevant.
This shift requires thinking about content longevity in new ways. Material that works today must also work next week if brands want to appear in real-time AI search results. Kersey sees potential for AI to play a role in the mid-funnel, providing information and education to consumers who need additional trust and authority before making purchase decisions.
“I don’t think it has to be AI content,” Kersey said of material optimized for agentic search. “It can be any types of content. And ensuring that you’re in the right places that these platforms are sourcing information from, Reddit, YouTube, etc. That’s really where we’re spending a lot of our time, is how do we have a portfolio of content there that becomes search-optimized?”
@alliequist vacuum of 2026… shark TRANSFORMER vacuum does it all, plus a whole new innovation for vacuums! #sharktransformervacuum #sharkpowerdetect #3in1vacuum
Speed wins in the new landscape
SharkNinja has been expanding its product portfolio aggressively, launching items including the Shark PowerDetect Transformer vacuum system and the FlexStyle IonCurl multi-styler in recent months. Each launch represents another opportunity to leverage creator partnerships for authentic product demonstrations.
Kersey identified real-time decision-making as the critical differentiator for brands navigating this evolving landscape. The ability to respond quickly to performance data and consumer actions determines success, regardless of content type or audience composition.
“From a brand perspective, it’s our ability to make decisions in real-time,” Kersey said. “That’s where you win. And I think the idea of media or even the message, it really comes down to how quickly can you make decisions based on the actions happening.”
You’re watching coverage from Beet Retreat Berkshires 2026. For more videos from this event, please visit this page.
AMENIA, NY — The vacuum cleaner aisle used to start with a Google search. Now it begins with a TikTok video of someone’s favorite creator demonstrating how a cordless stick vac handles pet hair on hardwood floors.
@jessdoinglifee The best thing I’ve ever bought!!! @SharkNinja @Shark Home UK @Shark Home thank you for making my life a lot easier!! 😍🙌 #sharkninja #vacmop #ninja #shark #fyp
That change in the consumer journey has prompted SharkNinja to double down on creator partnerships while taking a deliberately cautious approach to AI-generated advertising content. The home appliance maker sees creator trust as an asset that artificial intelligence simply cannot replicate – at least not yet.
“There’s so much inherent trust in these creators from consumers that there isn’t a lot of need for search to say, ‘Does this product work for me?'” said Dave Kersey, global head of media at SharkNinja, in this video interview with Beet.TV. “Because they’re seeing it in real life from the creator’s point of view and the solutions that product’s solving for them.”
The search paradigm is crumbling
Consumer attention has migrated to mobile devices and social platforms, altering how people discover and evaluate products. While high-intent search signals remain valuable, SharkNinja is witnessing substantial success with what Kersey calls “creator-to-conversion” pathways.
Global influencer marketing spending is projected to reach $24.1 billion by 2026, up from $16.4 billion in 2022, according to Gartner research. Brands across categories are recognizing that creator recommendations often carry more weight than traditional advertising.
“Consumers see themselves in those situations much easier than researching it to say, ‘Does this work for me?'” Kersey said. “They need to see it in real life. So it’s changing the consumer behavior quite drastically.”
AI automation yes, AI content creation not so fast
SharkNinja’s approach to artificial intelligence distinguishes between operational efficiency and creative production. The company actively deploys AI for automation and optimization, using it to scale performing creator content and reach the right consumers in real time.
Content creation, however, remains largely human-driven. Kersey described ongoing “test and learns” with AI-generated creative but emphasized that creator-produced content continues to outperform alternatives. The company operates what he characterized as a “machine” that rapidly evolves content daily, pulling non-performing material and introducing fresh creative on a global scale.
“On the content creation, we’re doing some test and learns, but right now, our performance is coming from the creator’s point of view,” Kersey said. “So as long as that’s working, and we always are looking to refine it and optimize it, but this is where we’re seeing a lot of success. So until that changes, I’m not sure we would go all-in or even go further from an AI content creation perspective.”
Preparing for the agentic search era
The emergence of AI-powered search tools and social search functionality, though, is forcing SharkNinja to reconsider its content strategy timeline. Where social content traditionally has a brief shelf life – consumers constantly crave fresh material from their favorite creators – AI search engines may surface older content that remains relevant.
This shift requires thinking about content longevity in new ways. Material that works today must also work next week if brands want to appear in real-time AI search results. Kersey sees potential for AI to play a role in the mid-funnel, providing information and education to consumers who need additional trust and authority before making purchase decisions.
“I don’t think it has to be AI content,” Kersey said of material optimized for agentic search. “It can be any types of content. And ensuring that you’re in the right places that these platforms are sourcing information from, Reddit, YouTube, etc. That’s really where we’re spending a lot of our time, is how do we have a portfolio of content there that becomes search-optimized?”
@alliequist vacuum of 2026… shark TRANSFORMER vacuum does it all, plus a whole new innovation for vacuums! #sharktransformervacuum #sharkpowerdetect #3in1vacuum
Speed wins in the new landscape
SharkNinja has been expanding its product portfolio aggressively, launching items including the Shark PowerDetect Transformer vacuum system and the FlexStyle IonCurl multi-styler in recent months. Each launch represents another opportunity to leverage creator partnerships for authentic product demonstrations.
Kersey identified real-time decision-making as the critical differentiator for brands navigating this evolving landscape. The ability to respond quickly to performance data and consumer actions determines success, regardless of content type or audience composition.
“From a brand perspective, it’s our ability to make decisions in real-time,” Kersey said. “That’s where you win. And I think the idea of media or even the message, it really comes down to how quickly can you make decisions based on the actions happening.”
You’re watching coverage from Beet Retreat Berkshires 2026. For more videos from this event, please visit this page.
