Cami Tellez, founder of defunct lingerie brand Parade, unveils Devotion, a new AI-powered platform to revolutionize influencer marketing. The $4 million startup, backed by Basecase and Will Ventures, aims to help brands manage creator ecosystems at scale, addressing inefficiencies in current workflows.

Devotion automates influencer discovery, content alignment, and payment processes using AI, while maintaining human oversight. Co-founder Jon Kroopf emphasized the platform’s focus on high-scale operations, citing a 2025 IAB report showing creators still represent just 2% of ad spend. Tellez argued the issue isn’t creator efficacy but outdated brand strategies: “The first version of the creator economy was built around macro creators… That model hasn’t worked.”

The platform analyzes influencer content for brand alignment, provides fit scores, and streamlines payments—a critical upgrade for brands struggling with manual workflows. Devotion already serves 10 clients and generates seven-figure revenue, with plans to expand AI capabilities. Tellez noted the shift toward algorithm-driven reach, where even micro-creators can rival macro-influencers in visibility.

With TikTok’s algorithm prioritizing content performance over follower counts, Devotion positions itself as a solution for brands needing to engage thousands of creators monthly. Tellez contrasted this with Parade’s past, where no tools existed for large-scale ambassador management. The platform’s tech stack will grow alongside its team, targeting precision without sacrificing “taste or intimacy.”