Only Much Louder’s tech business, the AI-powered influencer marketing tech, is set to expand globally. In the first phase, Hypothesis will be available in the Asia-Pacific region,  Middle Eastern countries, and strategic locations in Africa, and the USA.

The creator economy remains a largely unorganised space - with the discovery of the right talent to work with and measuring success depending on how each brand structures its efforts.  As per a statement by the firm, ‘Hypothesis’ attempts to solve these issues both on the demand and supply side.

 Gunjan Arya, CEO & board member – OML Entertainment, said, “The ‘Hypothesis’ team comes from a unique cross-section of brands, agencies, and influencers.Leveraging this expertise, we funded the social prediction engine and have used it for the last few years across diverse markets and platforms. It has been one of the critical reasons that our brand solutions vertical has been experiencing rapid growth", she added.

Himani Agrawal, senior vice president - of product & analytics – Hypothesis, added, " We have also noticed a seismic shift in consumer behaviour and buying patterns, with people becoming more picky about their choices, a conventional 30-second ad is not sufficient anymore to give them all the information they need to make purchase decisions. Influencer marketing fills this gap, by scaling your efforts, maintaining a benchmark for performance while creating quality content that talks to the brand’s philosophy."