It was more about expediting our strategy,” Powell told B&T. “We’re already a company of 100 people in 10 different APAC markets,” Powell said. Fabulate has been developing its AI-powered creator marketing capabilities over the past 18 months, with the technology designed to augment the work of people involved in creator marketing rather than replace them. “SparQ is our big bet as a business,” Powell said. “And creator marketing is all of that innovation has been born out of Southeast Asia and APAC, specifically with its proximity to China.”