Devotion works with brands on tasks such as analyzing influencers’ posts and captions to ensure they are within company guidelines; it helps brands decide which posts to share and boost; and it can provide a brand fit score indicating how well a creator aligns with the brand’s ethos. It also helps brands pay creators, which would be difficult to manage if the responsibility lay solely with humans, Kroopf said.
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Nature, Published online: 26 February 2026; doi:10.1038/d41586-026-00602-z
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