Devotion is an AI-driven platform built to make influencer marketing operable at scale for large brands. Founded by Cami Tellez, the entrepreneur behind the viral Gen Z brand Parade, alongside former TikTok Shop executive Jon Kroopf, Devotion targets the operational bottlenecks that make creator programs hard to run: finding the right influencers, vetting content against brand guidelines, deciding what to amplify, and paying creators reliably across many simultaneous campaigns.
The platform uses AI to streamline creator discovery and to analyze influencers' posts and captions, ensuring they align with brand guidelines before money is spent. It recommends which content brands should boost with paid spend, generates brand-fit scores to quantify alignment, and manages creator payments end to end. Crucially, Devotion is designed to speed up rather than replace human decision-making, pairing automation with human review so brand safety and judgment remain in the loop.
Devotion's thesis is that influencer marketing's value lies in reach and reliable, repeatable execution rather than chasing individual famous creators. By automating the high-volume, repetitive work of program management, the platform lets brands run far more creator relationships efficiently, treating influencer marketing as a scalable performance channel rather than a series of bespoke, manually managed deals.
The New York City-based company spent roughly nine months in stealth and beta before announcing a $4 million funding round led by Basecase and Will Ventures. During that period it already signed more than ten clients and reached seven-figure revenue, signaling demand among large brands for better influencer-program infrastructure. The founding team's brand-building and TikTok commerce backgrounds give it credibility with the consumer brands it serves.
For brands and agencies running creator marketing at volume, Devotion offers an AI layer that compresses discovery, content vetting, amplification decisions, and payments into one workflow. Its differentiation is the combination of founder pedigree, a human-in-the-loop design, and a focus on scaling reach efficiently rather than optimizing for individual creator fame.