What happens when decades of creative labour are repackaged as “the start of an idea”? An industry explainer on attribution, acquisition-led growth, and why visible human authorship matters more than ever — especially in the age of AI.

Auteur is not a pretentious relic. It is a lost word of precision — one that distinguishes vision from branding, authorship from automation, and human intention from machine output. In an age of infinite content, clarity matters. David Salariya