Good morning. In a move plucked straight out of Apple TV’s The Studio, UTA signed Parmigiano Reggiano as their newest client.

This will (hopefully) lead to the first dairy product to guest star on Euphoria.

— Hannah Doyle & Syd Cohen

Following the launch of AI video feeds Sora 2 and Meta Vibes, AI spam content has increased across platforms. Now platforms are setting up boundaries to improve user experience:

TikTok will allow users to limit how much AI they see. Over the next few weeks, TikTok will roll out a sliding-scale feature that lets users adjust AI content on their For You Page. This will only affect videos on the FYP that creators label as AI (which is required by TikTok). 

Meta prioritizes original content. With its new “content protection tool” on Facebook’s professional dashboard, creators will be notified when another account has used their content. Creators can then track the performance of the duplicated content, and choose whether or not to remove it from Instagram and Facebook.

Google CEO Sundar Pichai tells users not to blindly trust AI chatbots. Shortly before Google announced the latest version of its AI assistant, Gemini 3, its CEO told the BBC that users should exercise caution around AI. 

"[People] have to learn to use these tools for what they're good at, and not blindly trust everything they say," Pichai told the BBC.

Big picture: 32% of US and UK consumers think that AI has a negative impact on the creator economy, up from 18% two years ago, according to data from marketing agency Billion Dollar Boy. As platforms try to cater to two sets of users—those pro-AI and those against—we may see more features that help creators customize their experience.

Over the weekend, actor Timothée Chalamet posted a video of a parody Zoom call in promotion of his new movie, Marty Supreme. In 18 minutes, he pitched ideas like an orange blimp (which actually appeared in LA), and emphatically yelled “shwap”. The video got 10 million views on Instagram—and another 4 million across platforms.

Chalamet’s creator history: Chalamet’s internet savvy is reflective of a kid who grew up on YouTube—he had a gaming account, ModdedController360. He showed up to Anthpo’s namesake lookalike contest last year, and has gone viral appearing on Brittany Broski’s The Broski Report.

Chalamet’s lo-fi efforts for Marty Supreme stand in contrast to Hollywood’s traditional multi-million dollar marketing budgets, some of which don’t pay off. See: Sydney Sweeney’s Christy box office flop, which had a $10 million marketing budget.

“[Chalamet’s Zoom call] is the perfect reminder that real virality comes from understanding internet native formats, not blowing the budget on production,” Jolyon Varley, co-founder at strategy company OK COOL, said on LinkedIn.

Big picture: Hollywood press cycles are starting to look more like creator content—from the creator car wash to Anthpo-like stunts. For example, actor Kevin James has been posting on TikTok for the last month under an art teacher alias in promotion for his new movie, Solo Mio. The next question: can these creator strategies translate to box office sales?

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YouTube is testing a DM feature for users 18 and older in Ireland and Poland. The platform originally removed the feature in 2019.

So why bring it back? YouTube says it’s been a “top feature request” on mobile. Apart from that, more platforms have prioritized messaging. Spotify rolled out DMs in the summer, and Instagram recently centered the DM icon on the app’s home screen.

“That’s the most influential environment—the group text or the individual DM,” Samir said on The Colin and Samir Show. He credits DMs as a major reason why shows like SubwayTakes are so successful on the app.

Takes may be shared in an upcoming edition of The Publish Press.

The content we’re looking forward to reading, watching, and listening to this weekend.