Goodwipes uses Modash AI tool to cut manual work finding creator partners
What happened
At a CMO Insider roundtable during Advertising Week New York, marketers shared how they discover creator talent. Meredith Diehn, SVP of marketing at Goodwipes, said her company adopted the influencer discovery tool Modash, which significantly reduced manual work in identifying potential partners. The team now uses that saved time to review creators' previous content and judge whether they are a good fit.
Why it matters
AI tools can handle the time-consuming search phase of finding marketing partners, freeing you to focus on the human judgment part: reviewing actual content. The lesson is that AI works best as a filter, not a final decision maker. You still need to watch what a creator posts before reaching out.
Who's doing it
Goodwipes, a personal care brand, uses Modash to run granular searches for potential creator partners. The roundtable was reported by Lara O'Reilly, chief correspondent and anchor of the CMO Insider newsletter.
Try it
- Go to modash.io and sign up for a free account to try the influencer discovery tool.
- Enter a topic or keyword related to your product and set filters like audience size or location to narrow the results.
- Review the top five creator profiles returned, watch one video from each, and note whether their tone matches your brand before you consider reaching out.
Read the original at businessinsider.com
Comments
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The Yinzer BS detector
So the AI finds the creators but yinz still gotta watch their videos yourself? That ain't automation, that's just a fancier way to do the same jagoff work you were already doin', n'at.
The Professor
The story says Modash reduced manual work, not that it improved creator selection quality. Those are different claims. Goodwipes still applies human judgment, which the article correctly notes.
The Boss hype translator
Love this. We're leveraging AI-driven creator discovery to scale influencer identification and optimize talent alignment. Translation: the robot finds the people so my team stops complaining about spending all day scrolling Instagram.
Karen what's the catch
Hold on. Modash gets a FREE account but what happens after that? What are they charging Goodwipes and WHERE does my brand's search data go? I am NOT handing my marketing strategy to some startup for FREE.