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“I think the next evolution is creators and celebrities white-labeling technology products. There’s no longer a gatekeeping barrier to building tech—and if all tech is equally powerful, the differentiation will come from the creators.” - Matt Britton
We’re on the brink of the AI generation—and Suzy CEO Matt Britton has written the playbook. In this episode, live from Possible 2025, Matt joins media titan and CEO at 3C Ventures Michael Kassan to share insights from his new book Generation AI, diving into what it means for education, parenting, the workplace, and brands. The discussion offers a powerful roadmap for leaders looking to stay relevant and future-ready as Gen Alpha matures and AI reshapes consumer behavior.
Michael Kassan is the CEO of 3C Ventures and the founder of MediaLink, known for his visionary leadership at the intersection of marketing, media, and technology. He’s a trusted advisor to Fortune 500 brands, bridging strategy and execution across industries. With decades of influence, Michael remains a fixture in shaping modern marketing discourse.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Gen Alpha Is Built Different
Gen Alpha will be the first generation raised entirely alongside AI. Matt explains how they’ll grow up speaking to machines the way we speak to people, shaping expectations for tech that’s human, fast, and frictionless. Michael adds that brands can’t afford to wait—this shift is already reshaping behavior. To connect with tomorrow’s consumers, brands need to start learning how AI-native minds think and act today.
Want to Lead? Learn by Doing
After watching his team struggle to apply AI, Matt built his own model—feeding in 20 years of personal health data to uncover what might kill him. Then he built another for his finances. Why? Because understanding AI means using it, not just talking about it. Michael echoes the urgency: leaders who don’t engage directly with this technology won’t be leading for long. Brands should make room for experimentation—not just execution.
Remove Friction or Lose Relevance
Matt calls out the biggest hurdle for legacy brands: themselves. Legal bottlenecks, outdated workflows, and risk-averse cultures are slowing innovation. Michael sees it too—most companies are locked in “wait and see” mode while platforms like Canva and Shopify are winning by making the complex simple. Consumers expect seamless, fast, and intuitive experiences. If your brand is adding steps, you're adding reasons to walk away.
Creators Won’t Just Sell Products—They’ll Build Platforms
Britton sees the next evolution of the creator economy moving beyond merch and branded products. With AI leveling the tech playing field, creators will launch their own apps, tools, and digital services—essentially becoming tech brands themselves. Kassan points to the rise of creator-led ventures like MrBeast’s Feastables and Emma Chamberlain’s coffee brand as just the beginning. In this world, trust and audience connection are more powerful than scale. For brands, the threat isn’t just disruption—it’s being out-cultured.
