Influencer marketing pioneer Ted Murphy has unveiled a new artificial intelligence focused media technology company, marking his return to the spotlight as generative AI reshapes the content and marketing landscape. The company, named COEY, has been introduced as an AI-first platform designed to automate and scale content creation while combining machine intelligence with human creative oversight.
Murphy is widely recognised for his role in shaping the influencer marketing industry during its early years. His previous ventures helped formalise influencer marketing as a structured business model, enabling brands to collaborate with creators at scale and accelerating the growth of the creator economy. With COEY, Murphy is now turning his attention to the next phase of digital media evolution driven by artificial intelligence.
The launch of COEY reflects growing momentum around AI-led content production as brands seek faster, more efficient ways to create and distribute media across channels. According to the company, its platform is built to help organisations generate large volumes of content without relying solely on traditional production workflows. This approach aligns with broader shifts in marketing where speed, personalisation, and scalability are becoming increasingly important.
COEY positions itself as a media technology company rather than a creative agency, with a focus on infrastructure that enables automated media output. The platform is designed to support brands, publishers, and enterprises looking to streamline content creation across formats such as video, text, and digital media assets. Murphy has described the company’s philosophy as one that augments human creativity rather than replacing it.
The launch comes at a time when generative AI tools are rapidly gaining adoption across marketing and media functions. Brands are experimenting with AI to assist with copywriting, image generation, localisation, and campaign optimisation. COEY aims to build on these capabilities by offering an integrated system that combines automation with strategic direction and quality control.
Murphy has introduced the concept of what he calls the Content Crossover, referring to a future point when a significant share of online content is generated by machines. While the timeline for such a shift remains uncertain, industry observers agree that AI-generated content is becoming more prevalent as tools become more accessible and sophisticated.
COEY has reportedly been operating in a limited capacity prior to its public introduction, working with select clients to refine its offering. The company says early engagements have demonstrated demand for solutions that can deliver consistent content output while maintaining brand alignment. Murphy’s experience in building scalable platforms within the creator economy is expected to inform COEY’s growth strategy.
The emergence of AI-first media companies highlights changing expectations within the marketing industry. As media consumption fragments across platforms and formats, brands face pressure to produce more content at a faster pace. Automation offers a potential solution, but concerns around quality, authenticity, and governance remain part of the conversation.
Industry experts note that while AI can improve efficiency, human judgment remains critical in setting creative direction and ensuring relevance. COEY’s model seeks to address this balance by combining automated systems with human oversight, allowing brands to maintain control over messaging and tone while benefiting from scale.
The broader influencer and creator ecosystem is also being reshaped by AI technologies. From virtual influencers to automated content scheduling and performance analytics, artificial intelligence is influencing how creators and brands interact. COEY’s approach extends these trends into enterprise-grade media production.
Murphy’s move into AI-first media technology reflects a pattern among industry veterans who are leveraging their experience to navigate emerging technologies. His background in building platforms that connect content creators and brands provides a foundation for addressing the operational challenges of modern media production.
As AI tools continue to evolve, companies like COEY are positioning themselves as enablers of the next generation of marketing infrastructure. The ability to generate, adapt, and distribute content efficiently is increasingly viewed as a competitive advantage in digital marketing.
While it remains early to assess COEY’s long-term impact, the launch underscores the growing convergence of technology, media, and marketing. AI-first platforms are moving from experimental use cases to core components of business strategy.
For marketers, the rise of automated media technologies presents both opportunities and challenges. Efficiency gains must be weighed against the need for authenticity and trust. Companies that can strike this balance are likely to shape future industry standards.
COEY’s entry into the market adds to a growing list of AI-driven solutions aimed at redefining how content is produced and consumed. As brands explore how to integrate artificial intelligence into their workflows, the performance and adoption of such platforms will be closely watched.
The launch signals a broader shift in how media businesses are being built, with artificial intelligence at the centre of production and distribution strategies. As the creator economy and enterprise marketing continue to evolve, AI-first media companies may play an increasingly influential role in shaping digital communication.